Backman is one of the key wearers of the WeSC idea - and also one of the major "WeActivists" who act as brand ambassadors in different areas. There are also other prominent personalities of action sports and cultural life among them. For example skaters Jason Lee, Jerry Hsu, snowboarders Jussi Oksanen, but also artists, musicians, photographers and other conspiratorial souls. WeSC originally originated from skateboarding culture but tried to move on and offer street life for "life after skate", or for leisure time activities on board. At the same time, it's an unpredictable brand that makes clothes today, but in the future it can be anything else - one season, for example, WeSC surprised by a collection of fresh audio headphones.