Lutzka And Me: A Non Interview and Some Thoughts on "Corporate" Sponsorships

When it comes to big corporations in skateboarding, I’m more baffled than threatened. I have a lot of questions. I know skating is more popular now than ever before but does that really mean Sean Malto can effectively sell Mountain Dew to the masses with his skateboarding prowess? Does anyone who doesn’t skate really care about skateboarding in any profitable way? Does P-Rod’s Axe scent smell better if you apply it with your non dominant hand? I’m not an advertising expert or a demographer. I’m barely an expert on skateboarding. Maybe my inner skate rat just can’t comprehend that anyone really gives a shit about skateboarding.

Stop Skating With Your Eyes

We experience skateboarding with all of our senses, but we consume it with our eyes. Ironically, when you are actually skating, what you see is the least important part of the experience. The feeling of weightlessness in the air, the vibration of the grind through your feet, the sound of trucks on concrete: These are the things skaters are really chasing after when they ride. Yet the increasing emphasis on watching skateboarding, from pro vids to your own selfies, can make it real easy to lose sight of this.