From carving perfect lines down the steepest faces as one of the world’s best professional snowboarders to carving culture-shaping stories for global brands, Oliver Holzmann’s life has always been about instinct, precision, and living wide open.

For over 20 years, Oliver shaped the global marketing playbook for some of the most iconic brands on the planet. At Red Bull, he rose to the top ranks — Head of Culture & Sports Marketing, then VP of Marketing USA — building high-impact campaigns, global event platforms, and subculture-defining moments. Beyond Red Bull, he led brand transformation as VP of Marketing for outdoor icon Black Diamond, and now serves as CMO of Gorilla Energy, driving a global creative-first strategy.

But Ikigai.SOS is different. It’s not just a brand — it’s the culmination of a lifetime of chasing adrenaline, craft, and connection. Born from Oliver’s love for vintage Harley-Davidsons, long road trips, and the camaraderie of like-minded adventurers, Ikigai.SOS is a highly exclusive motorcycle collective that fuses bespoke rigid-frame builds with curated, once-in-a-lifetime rides across the world’s most cinematic roads.

This isn’t a hobby. It’s the natural progression of a life lived at full throttle — on snow, on asphalt, and at the intersection of culture, style, and freedom.

What’s the first thing you pack before heading out on a long ride?

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You’ve stood on competition podiums and in boardrooms — where do you feel most yourself?

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What’s a moment from your snowboarding career that still plays in your head like a movie?

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If Ikigai.SOS had a soundtrack - what three songs would be on it?

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What’s the most beautifully designed object you own — and why?

When was the last time you truly felt lost, in the best way possible?

What’s a lesson from the world tour snowboarding circuit that still guides how you run brands today?

Which road — anywhere in the world — do you dream of riding next?

What’s the single best piece of advice you’ve ever ignored?

If you could distill the essence of “freedom” into one image, what would it look like?