In the Alps, lines are drawn by wind, rock, snow, and time. But they are also the lines we create ourselves: exploring new paths, pushing boundaries, and sharing special moments. Without our community, friends, and family, we wouldn’t be where we are today. You’ve inspired us to keep moving forward and find new ways.

Our brand video is a tribute to all those who share our passion for the mountains and alpine culture. These experiences in the mountains shape us, make us stronger, and create meaningful connections. Watch and discover the lines that unite us all.

HAE - Raised by the Alps
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I was born here
I know the horizon is home.
I know alpine meadows and glacial valleys
I know the snow's song beneath our steps in the biting cold.
I know that every ascent is earned,
I know where the sun fears to wander.
I know brave, and I know fear.
And there is a line separating both.
But where is this line drawn?
Where is the line crossed?
Is the Mountain a playground or is it a classroom?
Should I take less and move faster?Or take more and be cautious.
Where is the line?
Are you being daring or irresponsible?
Are you resilient or crazy?
Strong or blind?
Is the mountain a sport? Or an experience?
Where is the line?
The line is drawn everywhere in the Alps.
It’s an invisible line, but a line we all can feel.
We feel it in the stitches that weave the unbreakable fabric of the alpine spirit.
We sense it In the trails that feed our need for adventure.
And everyday we thread this line.
Here, in the Alps.
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Credits:
Story & Concept
Iñaki & Sebastian Bumann

Creative Direction
Gregor Betschon (Visuals), Silvano Zeiter (Art Direction), Sebastian Bumann (Concept)

Editor
Gregor Betschon

Music
Andreas Achermann

Colorist
Oliver Schmocker

Cinematography
Andreas Arn
Julian Fuersinger
Gregor Betschon
Levi Luggen
Laureen Mathieu
Antoine Buffard
Soren Rickards
Michael Cordey

Athletes
Julian Fuersinger
Andreas Arn
Levi Luggen
Gregor Betschon
Lea Klaue

Voice
Silvano Zeiter

Executive Producer
AB3 Creative Collective (www.ab3.ch)

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