In an age where fortunes are made and dashed again with the fateful tapping of a touchscreen or a practiced turn before the correct lens, does anything remain inevitable? The SOTY campaign, one of Thrasher’s sturdiest tentpoles in a domination of new media forms that other, older publications could learn from, is proving increasingly tough to pin down as potentate pros’ lust for the Rusty statue tilts video releases toward a year-end glut and dudes go all in with bones and ligaments as autumn shrivels the leaves to warmful tones.
Throughout much of 2017, a heavy whiff of inevitability trailed yung Louie Lopez, once derided among Flip 3.0’s crop of hard-to-watch tween pickups, now a fully formed ATV testing the limits of his considerable powers in all the correct venues. Even before his Spitfire part hit, rumblings could be sensed that this was Louie Lopez’s year (or major sponsors believed so), a concept that seemed more and more certain as he ripped the SPoT to pieces en route to first place, joined Jake Phelps and co. in a cobranded Thrasher and Spitfire trip, and bounded up and across massive walls and onto the mag’s cover*. Hash tags endorsing his candidacy piled up and in recent weeks, following his searing ‘West End’ part, he was positioned as an Arto Saari heir apparent, while an interviewer wondered about a post-SOTY life for Louie Lopez.
What happened? With a meaty thud, much is swept aside by a buzzer-beating trip down a double-digit sized stair set, same as the multi-kink hulk that Kyle Walker conquered to gazump Evan Smith last year. Fate opened a lane for Fred Gall-shaped Floridian Jamie Foy this year, dispening tickets to Thrasher’s KOTR and Am Scramble trips, and Jamie Foy pushed the pedal all the way down. It is difficult to remember or indeed, imagine a faster rise — getting on a board company at the start of the year, a pro board a few months later, and then Ty Evans’ ‘Flat Earth’ film, providing a ham-going fourth-quarter opportunity that Jamie Foy took once again, carving two notches into the famed El Toro set. If Skater of the Year campaigns are evolving into meticulously planned, months-long efforts to strategically release footage, get your guy onto the right trips and pump up the IG volume, is there a certain allure in getting behind the bowling ball barreling toward all the carefully set pins?
Is the speed of Jamie Foy’s ascent, from amateur to pro and SOTY the same year, a reflection of or reason behind the breakneck pace driving skate media these days? Will a starring turn on Thrasher’s Viceland series become a prime propulsion toward future SOTY titles, as Vice veers frighteningly close to MTV territory in terms of thirstily mining skating for TV fodder? Could the nod to Jamie Foy also serve as a quiet acknowledgement that it shoulda been Fred Gall one of those years? Do we, the slack-jawed viewer, remain the ultimate winners even as Skater of the Year campaigns grow more overt and assertive? Do all the stair counts and smoothly executed pop shove-it reverts fall by the wayside when considering the way another perennial contender, Tiago Lemos, forces the world to reimagine what is even possible?
*With The Skateboard Mag gone away, does Thrasher revert to the shorthand “the mag” again?
boil the ocean 
