The Parking Block Diaries: Mini Cooper

Thursday, June 18, 2015

Branding And The Birdman: To Advertisers Tony Hawk Is More Celebrity Than Stuntman Now, But What Does That Mean For Skateboarding?

In the days before I stumbled upon my first issue of Thrasher magazine, seeing the odd skater flying off a launch ramp or doing an invert in a soft drink commercial would whet my appetite for skateboarding while simultaneously giving me no real hint of the true flavor of the culture I yearned for. With this in mind, it’s no surprise that the latest Mini Cooper commercial, featuring The Birdman himself, Tony Hawk, got me thinking about the strange looking-glass skateboarding has jumped through in the last 15 years.

A (Lack Of) A Life In Skateboarding

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This blog is about myself and all the other skate dorks I met and skated with over two decades of being an average skater in the trenches of middle america. It’s an attempt to not only create a sort of counter-history of skateboarding, but also to create an analysis of skateboarding's evolution. Skateboarding never really came to its own until it not only separated itself from surfing, but when it ceased to be an activity primarily driven by vertical skating. There were certainly members of skatings professional elite who facilitated this change, but their efforts only met with success because they were reflective of what all those kids in the heartland and the flyover regions and the inner cities needed and wanted. It is a process not only important in and of itself but important because it represents the way skateboarding is a subculture and art form that not only constantly evolves, but often evolves form the bottom up.