Oakley are launching a new global competition that gives people who are into action sports a chance to get to know their heroes.
As part of their One Obsession marketing campaign, launched earlier this year, the eyewear manufacturer are encouraging people to share their obsessions - and the places where they pursue them - using the hashtag #LiveYours.
And before you ask no, pics of the celebrity you're stalking on Twitter don't count.
The best #LiveYours tweets and 'grams will earn their authors "surprise experiences" and the chance to get to know their heroes.
This is all about getting people to post pics and tweets about their favourite sports grounds, skate spots or beaches (don't worry, giving away their location isn't part of the deal!) to inspire each other.
Oakley's big name riders will be getting involved, with Eric Koston, Gabriel Medina and Mark Cavendish all featuring heavily. And the best #LiveYours tweets and 'grams will earn their authors "surprise experiences" and the chance to get to know their heroes.
Or as David Adamson, head of Oakley's marketing department, put it: "Oakley celebrates those who relentlessly pursue their passions and we encourage others to do the same.
“With One Obsession, we are excited to facilitate conversations with professional athletes - enabling them to connect with consumers through new, shared experiences."
Sound good? Head to Oakley's One Obsession website for more details.