Posts Tagged ‘Dekline’

Big Shoes Small Boards

June 19, 2016

carroll-focus

There are some queries that must be considered as the ultimate questions of the time. Is it really what it is? Do gentlemen really prefer brunettes? What is the sound of one hand clapping? Do Gs get to go to heaven? If you couldn’t see the sun rising off the shore of Thailand would you ride then if I wasn’t driving? Has We The Best Season returned? Are you new around here or something man?

In our current big-footwear era of skateboarding, one question goes like this: Do international shoe manufacturers prefer small board companies? You sort of wonder. As Palace and Adidas and Skate Mental and Nike respectively grow cuddlier in the process of producing product lines, fewer such efforts appear to invite the creative hive-minds powering the likes of Element, Flip, Plan B and Zoo York to apply their MS Paint sorcery to established shoe-wall sellers. Meanwhile, the fingerprints of publicly traded footwear conglomerates increasingly seem to smudge the smartphone screens of board-company team managers:

Jamie Thomas: we bent over backwards for trevor for years. all was good, but as we were working with him on his boards, we started hearing that Nike was encouraging him to ride for skate mental because supposedly it would help his situation at Nike; Even though his graphics were done and his pro board was scheduled to be released in 2 months, he hit me up and said thanks for everything, but I’m gonna ride for Skate Mental.

Mike Carroll: Remember with Karsten [Kleppan], when we put out the intro to Lakai video part and then a week later Karsten got on Nike? It’s just like, what the fuck. And then that (Nike) dude Kaspar hit up Sam [Lakai’s Team Manager] and was like, “I know that Karsten’s off of Lakai now, but we want to get him off of Element. We want to get him on a cool company, would you guys be down to sponsor him for Girl?” It’s like, are you that retarded?

Jenkem’s text-messaging theorist: Nike backing riders to ride for small board co’s or start up their own small start up’s to dilute the market with heaps of small brands so the main camps like crailtap, black box (now dwindle) can’t focus on their own shoe programs and have to put their time and resources into keeping their board co’s alive in an over saturated market. Leaving it to them, Cons and adidas which works perfectly because they all co-exist this way in every other sport.

Is ‘small board company’ the proper terminology tho? Of the current Nike skateboard team, about half (16/34) skate for what could be construed as a ‘small/startup’ board company. But it may be more instructive to examine multinational sporting gear manufacturers’ history when it comes to sponsoring dudes who skate for a board company that is affiliated with a ‘legacy’ skate shoe company. In 2007, Nike’s inaugural and unfairly maligned full-length ‘Nothing But the Truth’ included parts from six dudes (out of 22) whose deck sponsors also ran a competing shoe outfit. By the time 2011’s ‘SB Chronicles 1’ arrived, the number had declined to two out of eight; it was 2/7 for ‘Chronicles 2’ and Cory Kennedy was the only one in last year’s ‘Chronicles 3’. Of the 24 bros in ‘Away Days,’ one skates for a board company that also peddles shoes, and on the Converse skate team, it’s one of 13.

Why might a big giant shoe company like its skaters to promote smaller/newer/upstart board companies? The idea of Jenkem’s texting thinker has some logic to it, though the deck sponsor’s ‘marquee’ position as it relates to pros’ pocketbooks has long been on the wane relative to shoes, as former DNA Distribution ‘business guy’ Chris Carter pointed out five years ago. As far as resource drains go, at a time when Brian Wenning and Jereme Rogers are able to formulate heat-press ready artwork and online storefronts, while micro-brands such as Jim Greco’s Hammers and Jeremy Klein’s revived Hook-Ups are able to secure premium pricing on limited runs, the actual overhead of doing a board company could or should be relatively low, assuming that a generation of even top-drawer pros have become accustomed to slimmer signature-board paycheques.

Would encouraging pros away from board companies/distributorships that also run shoe companies make sense for the majors? The post-getting-on-Nike moves of Trevor Colden (Mystery –> Skate Mental) and Karsten Kleppan (Element –> Skate Mental) make you wonder, and of the current SB team, about one-third, from Paul Rodriguez to Koston/Guy to Gino Iannucci, have departed such board companies for startups with no affiliation over the years, for various reasons. A widening gap between the board sponsor and shoe sponsor as far as pay, travel capability and general influence would cement the shoe merchants’ first right of refusal when it comes to Instagram clips, tour edits and coveted under-deck sticker placement real estate, and enhance capabilities to promote uniform-like outfits readymade for sweeping up spilled popcorn after matinee showings of ‘Zootopia 2: Zoological Boogaloo.’

Or does all our convoluted and conspiracy-minded nail-gnawing overlook the razory principle of Occam, which in this case might be that upstart board companies are cooler now and, given board sponsors’ functional functions as image-drivers, asa shoe purveyour you’d want the dudes you sponsor to skate under a small company’s cooler halo? Would this suggest that international shoe enterprises are chipping away at some image-management role traditionally performed by agents, increasingly beloved of pro skaters thirsting for soda sponsorship dollaridoos, but a timeworn rival of sporting giants when contract negotiation time rolls around? Should sponsor-juggling skateboarders seek the council of Jay-Z, a wheelings-and-dealings man who has had a pro-model shoe for rapping, helped manage a team and wrangled deals for pro athletes, by signing up for his exclusive Tidal internet music streaming business? Could board companies take a page from shoe companies and start encouraging teamriders toward Tumblr- and BigCartel-empowered wheel groups? Does all this silly noise obscure the shadowy role of the premium-fit cotton t-shirt as the true and honest currency of the realm?

*Note: DC is considered affiliated with Plan B for our simple-minded purposes here

Five Reasons Why Nike Snatched Defeat From The Jaws Of Victory On This Year’s KOTR

September 20, 2011

We believe sport is a lifestyle. It’s where we leverage that brand identity, that credibility. And it’s the biggest access point of all from a consumer standpoint. And you can see Allyson Felix, Kobe Bryant, referenced here in the visuals. These athletes are connected with the brand in every aspect of their life. We can supply that connection. We can also innovate in every single one of these dimensions. I’m happy to report it’s working. We saw every single one of our categories in fiscal year ’11 deliver growth. We have strong momentum across the category portfolio for fiscal year ’12. Trevor is going to spend a little bit more time going a little deeper about what goes on in our category offense in a few minutes.
–Charlie Denson, Nike brand president, fiscal fourth quarter earnings call, 6-30-11

Alas, Charlie Denson will be forced to stammer and cough his way through any analyst questions pertaining to the credibility of Nike’s King of the Road squad this Thursday when Nike Inc. delivers their next batch of quarterly results to shareholders. Vegas odds had the Koston/Oneill/Kennedy/Wair/Taylor fivesome as heavy favorites to handily lick the Vans/Dekline/Lakai teams, in a fancy van to boot. But as we learned last night, that wasn’t the way it went down. Below the blog website “Boil the ocean” looks at five reasons why.

1. Video game eyes
Video games taught a generation of children how to coordinate their hand motions with what’s happening on the screen in front of them, and the revolutionary PowerPad did the same for feet. Horribly for Nike’s points-gathering efforts it seems like the company refused to spring for a van large enough to fit a PowerPad, leaving Cory Kennedy to suffer a normal Xbox.

2. Social media domination
At some point along the way Eric Koston appointed himself KOTR11’s all-points shit talker, weighing in on rival teams’ struggles to produce usable footage or have a backpack that does not look like a van, or randomly putting folks on blast as he saw fit. Several of his online quips are collected here.

“Sounds like that pussy Dan Z hit the wall. KOTR ain’t for the weak.” -@erickoston
“@carmelcreeper all those pussies you’re rolling with sleep?? Fuck dat!” -@erickoston
“Why would you cover up this beauty with a shitty-ass dreamcatcher @jaredlucas” —@erickoston
“Boring as fuck” -@erickoston
“I’ll take all 3 of you guys in the octagon right now!!!” -@erickoston
“When I say “weak ass!”, you say “bitch!”….weak ass, bitch!!! ” —@erickoston
“@ham_n_cheese maybe if you got the fuck off instagram and shot a goddamn skate photo, your phone wouldn’t be dead” -@erickoston
“Awe that’s cute!! You guys have a van shaped just like the dakine backpacks you make” -@erickoston

3. Ghostly spirits
Whereas the other vans were assigned relatively benign starting points such as Seattle and El Paso, Nike began in Albuquerque, N.M., one of the most haunted cities in the U.S.A. The white paper “Haunted New Mexico: Ghosts of the Southwest” tells the legend of a hacienda that is haunted by spirits, and other bone-chilling stories. Is it possible, that Nike’s black van fell under the spell of a wayward phantasm, or they erroneously bought some haunted gas?

4. Internal group strife
All the pics of the Nike folks partying it up in the van are a classic cover for the stress of a group that is tearing itself apart in silence, or sometimes with sound. Shane Oneill quietly stepped off the merry-go-round as the competition heated up, despite (because of?) his team-manager egging him on to consume fast food and soda like his teammates Cory Kennedy and Grant Taylor. Tension was further ratcheted up by Phelps’ naming longtime Koston internet nemesis Leo Romero as Nike’s surprise guest, prompting a silent war fought with middle fingers and profane t-shirt designs.

5. Blaze of glory