Red Bull just released a trailer for its upcoming Red Bull Ultra Natural snowboarding contest, which is being marketed as the snowboarding contest to beat all snowboarding contests and has the snow industry in a frenzy.

The contest–which will feature 16 riders battling it out at Baldface Lodge in British Columbia one day between Feb. 15 and Feb. 21, depending on conditions–is the brainchild of snowboarding king Travis Rice, a man who, while not as well-known among the common folks as Olympic golden boy Shaun White, is largely regarded as the greatest snowboarder on the planet today.

“Travis Rice might not be the winningest snowboarder on the scene today, but he is currently our greatest champion,” Snowboarder magazine editor Pat Bridges told GrindTV. “Travis has been able to bring exposure to a side of snowboarding that is raw and awe inspiring and seemingly a completely different sport than the one familiar to X Games and Olympic viewers.”

To understand what Bridges means by “raw and awe inspiring,” simply watch Red Bull’s trailer of the contest (below), which combines freestyle riding–when riders perform tricks on man-made barriers like rails and boxes–with backcountry riding–a style that requires riders to rein in the unadulterated power of the mountain.

“While most contests are slopestyle, halfpipe, or something similar, they don’t offer access to the backcountry side of snowboarding–an area of snowboarding that requires immense skill and is one of the most revered types of riding because of the difficulty level and the majesty of riding powder, steep mountains, and features like that,” said Snowboarder web editor Mary Walsh.

And when Red Bull says the contest is in the backcountry, they really mean the backcountry, as riders need to be helicoptered in to contest spot, meaning there is real avalanche danger.

For more info on the contest, remember to stay tuned to Snowboarder magazine, which will be closely covering the event.

Photo a screen shot from the trailer