who we are

SF IS A LIFESTYLE COMPANY DEDICATED TO THE WORLD OF SPORT

WE BELIEVE
SPORT IS A REFLECTION OF THE BEST PART OF US

OUR WHY

THIS IS OUR GREATEST LOVE AND NO.1 PASSION

WE BELIEVE WITH EVERY FIBRE OF OUR BEING THAT THE LESSONS WE LEARN FROM SPORT CAN MAKE THE WORLD A BETTER PLACE

OUR MISSION

TO MAKE THE WORLD AS PASSIONATE ABOUT SPORT AS WE ARE.

PRINCIPLES

1) ELEVATE THE DEBATE

REAL PROGRESS AND LASTING SOLUTIONS TO ANY PROBLEM DON’T COME WITH THE SAME OLD LEVEL OF THINKING.

THE WORLD IS AN INFINITELY BETTER PLACE WHEN WE ENGAGE OUR BRAINS TO THE FULLEST.

“The problems of the world cannot possibly be solved by skeptics or cynics whose horizons are limited by the obvious realities. We need men (and women) who can dream of things that never were and ask “why not?” – JFK

2) BE BRAVE, BE GREAT

WHEN THE LIGHTS ARE THE BRIGHTEST, AND THE PRESSURE IS THE HIGHEST, IT’S THE BRAVEST WHO GET IT DONE.

3) HARD WORK SOLVES EVERYTHING

“Nothing in this world can take the place of persistence. Talent will not: nothing is more common than unsuccessful men with talent. Genius will not…Education will not.. Persistence and determination alone are omnipotent.” — Calvin Coolidge

4) MAKE TOMORROW BETTER THAN TODAY

NO MATTER HOW GOOD YOU ARE, TOMORROW IS ANOTHER OPPORTUNITY TO BE BETTER.

5) HAVE FUN

LIFE IS TOO SHORT TO BE ANYTHING BUT HAPPY