Boost Mobile boss Jason Haynes thinks of himself as “a brand guy”. Before joining the telco almost eight years ago, the former professional snowboarder had run the Australian business of Hurley, a swimwear brand, and worked in marketing at surf apparel retailer Quiksilver.

In 2000, during his six-year snowsports stint, he was approached by Australian entrepreneur Peter Adderton to be the first sponsored athlete representing the Boost brand. He said yes.