Welcome to Duct Tape Theory
I'm Sunny Fassler, and Duct Tape Theory is my attempt to fix what's broken in action sports media.
After 14 years working inside the space - from Firewire to Billabong, Volcom to New Balance - I've seen firsthand how sanitized and predictable most coverage has become.
Everyone's playing it safe, and the stories that matter are getting buried under sponsored content and algorithm-friendly BS.
So here we are.
Duct Tape Theory is independent media that features people and stories that matter - the athletes pushing boundaries, the tastemakers setting trends, the brand leaders making decisions that ripple through entire industries.
We dig into current events that are shaping our world.
We tackle news that affects how we live, play, and work.
We do deep dives on topics that deserve more than a surface-level hot take.
I've spent over a decade watching action sports media become increasingly homogenized and corporate. Duct Tape Theory exists because there's still room for independent voices in this space.
There's still an appetite for content that respects your intelligence and doesn't insult it.
Whether you're here for the industry insights, the personal stories, or want to understand these beautiful, often dysfunctional brands, you're in the right place.
Welcome to Duct Tape Theory. Let's see where this goes.
If you are still with me, here’s a 10% discount code as a thank you and encouragement to swap those Starbucks lattes for Duct Tape Theory and its purpose.
Hi, my name is Sunny.
I'm a content marketer, brand builder, writer, creator and journalist who has worked the better part of the last 14 years in action sports, sports, lifestyle and outdoor.
After stints at Billabong, Volcom, Firewire, Surfstitch, among others, I’m not helping brands in the space to communicate better through story-driven content.
