Running Mates

The key to unlocking value in any low-margin business is to maximize efficiency. This is the core truth of commerce and business underpinning a meritocracy in which the fastest copy machine is showered with honorariums and shiny treasure, where specialized mining equipment sniffs and scrapes out rare earth minerals and makes rich men of those who once swung picks, where clean factories churn out safe, packaged meal pills to cheaply feed a growing world labor base and quell any angry strife that could negatively impact production schedules.

Fragmentation and heightened competition from both nimble upstarts and well-heeled corporate gargantuates has similarly trampled profit margins in the skate biz with a trampling motion similar to that of an interplanetary trampling elephant. All around, there is a great diminishing, or distilling, depending where you sit: magazines skimpier, as photos, interviews and footage stream daily off mobile-optimized cloud platforms; years-in-the-making videos winnowed down to one-off web parts and Instagram snippets that ebb and flow on tidal transfer speeds; pro model shoes reserved for an anointed few, while the rest pick out seasonal color schemes.

In a fractured age is the team roster next for culling? The sprawling headcounts still collected by the Baker Boys, Crailtap and FuckingAwesome/Hockey contingents argue otherwise. But increasingly difficult-to-capture attention spans have sent up signals that tag teams, rather than baseball diamond or football field-ready lineups, are better suited for plattering more-meaty video offerings relative to the drip-drop of individual internet parts. Bear witness, would you, to the Bobby Worrest/Hjalte Halberg “Looks OK to Me” double feature that sort of awesomely and ominously asserts itself as the stoke-per-second leader in video releases this year at a svelte 9:46 minutes.

These brothers in Swooshdom maybe aren’t an immediately intuitive matchup, per se. But rattle through enough immactulate back-to-back ledge/flatground combos that, when drizzled out over enough countries’ spots, consistently hollering and clapping for one another, and associated homeboys collected along the way (Reese Forbes – fantastic), and it clicks in the spirit of Keenan Milton and Gino Iannucci, Jason Dill and Anthony Van Engelen, Brian Wenning and Anthony Pappalardo, Mike Carroll and Rick Howard. Hjalte Halberg’s pop shove it frontside crooked grind line and Bobby Worrest’s line at New York’s three-up/three-down are among tons of highlights, along with the grate tricks and the entire Pulaski park section.

As two-dude videos come back into vogue, could a two-man team that is cheap to send on the road, less prone to complex beefing factions and capable of filming one another become the ultimate in independent contractor efficiency? Has the cozy relationship between Vladimir Putin and Bashar al-Assad made the time right for Nikolai Volkoff and the Iron Sheik to rekindle their partnership? Is Bobby Worrest’s fakie flip and switch shove-it landing in time with the snare hit a quiet nod to Rob Pluhowski’s often overlooked and downbeat-friendly Element part and/or a sign that videos could revive the days when wheel impacts comfortably coexisted with metronomes?

Tags: BFFs, Bobby Worrest, cost efficiencies, downbeats, friends and relations, Hjalte Halberg, Krooked, margin walker, meal pill innovations, mining conglomerates, Nike, Polar, population control, Reese Forbes, Rob Pluhowski, Thrasher, Transatlantic merger pacts, Zaphod Beeblebrox