That’s a Three!

guyko

“I’m a gamesman, you know?” said Eric Koston, introducing his and Guy Mariano’s new skateboard company last week via a Thrasher website interview. “I just love to game.” Webster’s dictionary defines gamesman as one who practices gamesmanship, that is, ‘the art or practice of winning games by questionable expedients without actually violating the rules.’ Has 2016 been the year of the gamesman? It’s a question more safely handled by mystical baked goods and psychic rodents, but like all great ponderables, it can be annoyingly answered with another question. What ‘rules’ govern the skate biz? Don’t shit where you eat? No snitching? Render unto Dyrdek what is Dyrdek’s?

To many, the skate industry is a wily mink, lovely to behold and yet lucrative to trap, skin and sew into a coat for attending carpeted movie premieres and smoke-smuggered steakhouses. Between the expanding galaxy of digital media platforms, a professional roster that expands at the bottom via freshly anointed hot shoes and at the top via veterans dusted off for a few more go-rounds, and a general force of entropy at work among skate companies, Guy Mariano and Eric Koston may believe there to be more than one way to skin this proverbial mink mentioned in the proverb at the beginning of this paragraph. To wit, it’s not even that much of a thing what the company is called:

Guy: Just Numbers.
Eric: Edition. You’ll see as the brand rolls out, but it is Numbers Edition.

The Numbers debut video similarly pursues a deconstruction of the skate video as we knows it today. Mainly from a bystander’s point of view, it takes in everything from bails to chitchats about freeway driving conditions to Miles Silvas’ impeccable fits and switch kickflips, generally from a detached distance. Timeworn trappings such as lighting rigs, generators and fisheye lenses make no appearances, leaving our Sun and streetlights to provide a sometimes dim view on the happenings as drone-y, piano-y music softly builds a sense of dread, despite indications that Guy Mariano’s ‘Tactical Manual’ ledge fixation may be cooling. You may begin to wonder: What is about to happen to these folks? Will Consolidated’s nightmarish OD clown suddenly accost the teamriders? Will a plane crash in the background, or will a monstrous creature from beyond lumber into the frame and a ‘Cloverfield’-stye found footage escapade ensue?

With a new clip for the de rigueur Numbers/Nike collabo sneaker set, has the long Antonio Durao footage drought finally come to an end? What do all those double-digit numbers at the bottom of the Numbers ad refer to anyways? Is ambient techno the natural next step after Palace and Bronze had skaters worldwide turning up to house music? Could Rick Howard and Mike Carroll conjure the ghost of World past and recruit Greg Carroll to head up a new skateboard company called ‘Letters’ with graphics designed to poke fun at the Numbers slash/box logo, gradient color graphic themes and the personalities of each teamrider?

Advertisements

Tags: , , , , , , , , , , , , , , , , , , , ,

6 Responses to “That’s a Three!”

  1. Rocuronium Says:

    “Call me daddy”

  2. Anonymous Says:

    I wonder if they cut Gonz a check for that creative direction.

  3. Art Hellman Says:

    what personalities?

  4. Silas Baxter Nash & Young Says:

    never forget “we’re a straight up garage company”

    • tonecapone Says:

      never forget a massive chance that its part backed by nike. thats keeping it underground. i would sooner buy an element deck anyday. and the day i ever support nike i will put one in my head.

  5. Mighty Healthy (@MightyHealthyNY) Says:

    Letters

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: