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A Chronicle Of Doing It: Nike And Destruction

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Skateboarders have been Occupying for decades, playing through capitalist centers with open disregard for both law and financial order, crossing every possible line and trying all patience. Even ignoring punk and revolutionary rhetoric, every ollie is doubly destructive—an impact followed by friction. This activity, the bang of wooden tail and scrape of shoe against abrasive griptape, is repeated until it becomes instinctual, the basis for every grind and slide that erodes concrete ledges and dents metal rails.

Like all forms of destruction, these create opportunities. Secondary markets aside, the demand for replacement boards, wheels, and trucks runs directly proportionate to devotion. Such purchases in turn fund the production of skateboarding's primary cultural object, the team video, and it's through such media that companies create brand identities to secure loyal followings. (This is a constant, silent shame for skaters—that our official cultural objects are always, and by necessity, promotional.) With only minor exception, skate hardgoods have been in a kind of technological cryo-sleep—unlike tennis rackets or skis, today's skateboards are essentially unchanged from those ten years prior.

Source: Deadspin