We’ll Never Quit is a unique documentary about snowboarding’s meteoric rise—from a DIY obsession to a multimillion-dollar industry that redefined extreme sports and youth culture. Through the eyes of three iconic riders—Johan Olofsson, Ingemar Backman, and Jacob Söderqvist—the film captures their journey as they revolutionized the sport and thrived in snowboarding’s golden era. With DV tapes, Super 8 archive, and personal interviews, we relive their glory days as they traveled the world and pushed the limits of what was possible.
Hoping to channel their passion beyond competition, they launched a ski resort on the Finland-Sweden border—only to face bankruptcy and an uncertain future.
Now, as they approach 50, We’ll Never Stop asks: Where are they today? How do they reflect on their extraordinary journey? And most importantly—do they still ride?
FEATURING: Johan Olofsson Ingemar Backman Jacob Söderqvist DIRECTOR: John Lundberg PRODUCER & WRITER: Ylva Hultén
EDITORIALS: Vincent Skoglund Pierre Wikberg ARCHIVE: Michael Hatchett / Standard Films Mike McEntire / Mack Dawg Productions Whitey McConnaughy / Kingpin Productions Justin Hostynek / Absinthe Films Pierre Wikberg Didier LaFond Tv Åre The Bomb Hole podcast Anders Hagman Jamie Mosberg Jacob Söderqvist Ingemar Backman Bengt Lundberg Thomas Berggren Abbe Hjellström DoP: John Lundberg Pierre Wikberg Erik Wernerlich SOUND & MIX: Mikael Brodin / Ljudbang Tony Österholm / Ljudbang
EDITING: John Lundberg STILLS: Vincent Skoglund Martin Willners Pelle Jansson Calle Eriksson Pierre Wikberg Stefan Sundqvist Patrick Armbruster Gunnar Mattsson ALSO
FEATURING: Jeremy Jones Pat Bridges Steve Ruff Jake Blauvelt Todd Richards Dave Downing Marina Backman Lars-Erik Söderqvist COMPOSITORS: Björn Palmberg Jacob Oldenberg MUSIC BY: Millencollin Johan Arijoki Grande Roses LKAP GRAPHICS: Christian Karlsson ILLUSTRATIONS: Ingemar Backman Jacob Söderqvist THANKS TO: Björn Lindgren Pontus Ståhlkloo Ida Bjurström