Posts Tagged ‘Red Bull’

Red Bull GmbH Made The New Transworld Video So American Media Inc. Didn’t Have To

December 7, 2019

Here he is, teeth beared on the cover, Mark Wahlberg, née Marky of the Funky Bunch, sliding now into your brick-n-mortar mailbox with offers. Those biceps, and how to get them. He knows the names of 101 lust-worthy gifts and where they can be bought. LSD, and how it can cure depression. Strong and rich, yet Mark Wahlberg soon will disappear to make way for next month’s displacer, usurper of children’s dreams, as the Transworld subscription that once was runs its course beneath these dominant males’ steely, practiced gaze. So it goes.

Elsewhere, the TWS spirit remains carried forward, if under different corporate stewardship and alternate projects. While www.skateboarding.com continues to redirect toward the remaining staff’s video efforts and daily aggregations, Austrian beverage conglomerate Red Bull GmbH this week effectively released the new Transworld video. Recognizing a gaping hole once filled on an annual basis with slickly produced full-lengths staffed by pro-level grab bags, Red Bull’s ‘You Good?’ release proffers a 2019-friendly runtime while rejecting most current video conventions to throw back toward Transworld’s ’00s video heyday: A trip hop-powered opening montage, copious amounts of slow-mo, ‘retro film effects,’ a title you may well find yourself hollering to your own bros.

With ‘You Good?,’ Red Bull’s dark men seem comfortable flexing in ways accessible to soda manufacturers but not many others in the enthusiastic yet money-poor realm that is skateboarding in 2019. Pristine spots are ripped across multiple hemispheres by power pros, at all times uniformed in Red Bull-logoed headwears, at times leisurely guzzling from the famed skinny cans — as you do. Husky Rick-flipper Jamie Foy hauls a 5-0 grind over the back and down a kinked rail, and gaps out to a ferocious frontside bluntslide, before tagging in Zion Wright for a long-spun cab over a Barcelona bannister and an immaculate frontside 180 to backside nosegrind down a different one — in this video, he is the lone Red Buller to (briefly) go hatless via a boosted McTwist. ‘Bust or Bail’ loud-armer Alex Midler exhibits his uncanny ability to take awful slams and go up against Jamie Foy for pointer grind distance, and his nailbiting ender builds on Silas Baxter Neal’s own TWS-closer from six years back.

Powered by caffeine and the courage of a cartoon ox with nothing left to lose, Red Bull wraps its carbonated hooves around a moment that would seem to favor the TWS video-making model of old. Adulting and wellness trends, the thrill of the SOTY chase and battery-powered massage pistols now make it possible and even obligatory for yung’n’hungry pros to record multiple video parts in the course of a calendar year. This has helped to fuel the full-length video resurgence as one-off parts quickly pile up and tumble down the timeline, while all the good one- or two-word names get used up. Look no further than the criminal burying of Chris Colbourn’s inexplicably severed ‘Peace’ part earlier this year, shoveled off into the ether last January, which one could imagine closing a Transworld-style vid in years past.

Should Red Bull go ahead and expand their print media empire beyond its Red Bulletin title by acquiring Transworld from American Media Inc.? By requiring teamriders to wear branded hats — an optional fashion accessory — in every clip, is Red Bull subliminally flexing on makers of shoes — which pretty much always must be worn unless you’re Jamie Thomas or Bob Burnquist? Could headwear-compulsory Red Bull sponsorships simultaneously preserve both the finances and vanity of prematurely balding pros?

Rhapsody In White

March 28, 2010

I’m a fairly strong supporter of Keegan Sauder’s second coming these past few years – there’s something about his low-key dirtballness that’s more genuine than a lot of dudes that seem determined to take it to the nth degree, and I relished the classically Zero-y nature of his “Strange World” section (big backside 180, tall hubba 50-50, ride-up curvy 50-50 shove-it, the ender). And so I’m well inclined to cheer his podium placement in the Tampa contest a couple weeks ago, alongside Chris Nieratko, who gives over a good portion of this recent interview to the experience. But unfortunately the accompanying photo of Keegan Sauder’s frontside rock-n-roll was totally obliterated by the monster truck rally that is this snowmobile X-games ad next door, which is on such a whole different level of amazingness that I spent a good while brewing up key words for Youtube searches to turn up somebody doing this physics-defying and awesome-looking stunt. But no dice. If anyone can help out with the name of this maneuver or better yet a clip, this Sunday afternoon would get that much better, but in the meantime here’s my favorite of the many videos I’ve now viewed, in which one enterprising bro manages a snowmobile wallride.

24 Hour Party People

November 15, 2008


Irrational exuberance

It’s not without a certain jealousy that I peruse the photos of Rob Dyrdek’s shoe release party and wonder just how long the skateboard industry (or, if you prefer, the action sports/energy drink/reality TV industry) can sustain this mode of operation – race cars, multiple TV crews, all the Monster energy drink one can stomach. Why not throw a party for the 30-somethingth shoe from a 30-something pro? Why not rent out a spot to premiere the new 411? (If memory serves, they were doing this at one point.) Meanwhile we’ll print up big ol’ hardbound magazines – er, books – and hand ’em out for free. And, go right ahead and build that $1.7 million ramp so Danny Way can jump the Great Wall of China.

Oh, I just wonder about all this stuff as retail sales drop through the floor and factories shut down and houses go into foreclosure. (Oil’s down to $60 per barrel though, so maybe they’ll do King of the Road next summer.) Certain of the skateboard internet sphere almost giddily predicts the next 1993 year in and year out, and while I don’t expect Tony Hawk to go back to living out of his Lexus anytime soon, you kind of wonder when the skateboard business as a whole is gonna have to take a step back.

I mean it wasn’t even two years ago that blank boards killed the industry – how are dudes supposed to make their Cadillac payments? Meanwhile kids are downloading videos off the Napster and now we’re in a recession. It’s almost noble, the way Dyrdek maintains a stiff upper lip while the ice swans in his Candyland bunker slowly lose shape.

For serious though, where does the money come from? And is it gonna keep coming? Zumiez and PacSun are bleeding cash. Rumors are a-float about layoffs at hard and softgood suppliers alike. Hopefully those crazy sneakerheads manage their trust funds wisely through this trying time in our nation’s economic history.

But if boards aren’t selling, videos aren’t selling, clothes and shoes are sitting on the shelves longer and, erm, I guess I’m not clued in on the movements of wheel markets… well you get the idea. Who’s gonna keep the free drinks flowing at the magazine/shoe collabo release parties? Is Panasonic Car Audio going to keep flying 300 of Sheckler’s tightest brahs from way back to Vegas for his sweet nineteenth? How many Red Bull hats does JR-Blastoff gotta wear every month to keep current on his Bentley lease?

Like with the government bailout or the Firm video, the questions don’t stop. Will the industry ever have to live with less? If it does, will that mean we have to wear giant pants again? Would the wise investor purchase stocks in a canvas wholesaler now, ahead of our return to 44″ waistlines? And is Wade D way ahead of everybody on this?