For 22 years Micah Nickens obsessed over making sure the brand he worked for had the most elite athlete roster and was always looking for the next future super star. Most importantly, making sure the brand did not age over time. It’s the same formula for most brands in the action sports world: Minus a few exceptions… Once you age out, you’re soon to be forgotten. It’s a cruel pattern, but that’s where the focus was for growth opportunities.
While promoting the brand from a youthful lens, Micah would joke around and reference himself as an Uncle whenever he posted a surf shot on social media. The #unclesmovement became a hashtag he and his friends used whenever they posted something impressive.
The realization became apparent that there are not many brands out there, speaking specifically to the forgotten generations. Nickens decided to flip the script and build a community that celebrated and inspired Aunties and Uncles. A community that represents encouragement, humor, self-awareness, respect, and appreciation. Always striving for the “never say die attitude”, but at the same time aspiring to be a good steward in society. A primary focus of staying active in the sports they love, and also being open to trying new ones.
“The Uncles Movement is a positive brand. It represents a mindset that recalibrates our balance in life. As we venture through the responsibilities of adulting, it’s easy to veer away from the activities that kept us young at heart, healthy, and happy” -Micah Nickens.
For that reason, the UM mission is to maintain encouragement for Uncles and Aunties who already live in the mindset as well as revisit those passions they once had and implement them back into a lifestyle.
The UM recently released a 14-Day Betterment Challenge free to the public. The challenge is absolutely obtainable, and it really can re-set some life-patterns that may have drifted off course.
Nickens- “ We all deal with our own realities. The Uncles Movement is in the trenches of real life just like everyone else. However, identifying habits and possible lifestyle changes could improve our day-to-day living. We’re here to encourage others to find moderation in everything we do, open the lines of communication, laugh as much as possible, and strive to be a better you every day.” “The UM is not just for men, despite what the name says. Everyone is invited to be a part of the crew. We have tons of active badass women who live by the same creed.”
You can find the UM at the new wave pool on Oahu at the Sessions Retail Store, as well as Maui’s number one surf shop Hi-Tech. Go check them out at www.unclesmovment.com and follow them at @unclesmovement for Instagram and Facebook. Click HERE to learn more!!
