Bryan Fox and Austin Smith have watched the number of snowboarders — and companies that profit from them — balloon in the last decade. Realms where a snowboarder can carve clean, remote lines are shrinking. But Fox and Smith, close friends and professional snowboarders, recently found themselves alone on the front lines against energy drinks.

Last year, Fox and Smith started writing “Drink Water” on the decks of their snowboards alongside their sponsorship logos. It was, their Web site explains, “a friendly reminder to drink water.” Shortly after, Fox and Smith started selling stickers, jackets, T-shirts and sweatshirts with the Drink Water design. Their campaign for water in favor of energy drinks was under way.

“It all stemmed from when Austin was approached by a company,” Fox said of their aversion to the flood of energy drinks into snowboarding. “We began talking about how we should do something more positive than just be downers about something we don’t agree with.”

Despite the popularity of energy drinks, Fox and Smith are emerging as a collective voice eschewing them.