Define the Deck
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Define the Deck
exploring the subcultures, lifestyles, and branding in skateboarding
Curated by Chad Reid
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Merchandising - SHAKEJUNT Chicken Bucket Curb Wax

Merchandising - SHAKEJUNT Chicken Bucket Curb Wax | Define the Deck | Scoop.it
Possibly the most creative skate wax i've seen. In honor of the "Chicken Bone Nowison" from ShakeJunt the skate wax looks like pieces of chicken in a KFC style bucket. "Shit's Greasy!"
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Company Spotlight - Baker Skateboards

Company Spotlight - Baker Skateboards | Define the Deck | Scoop.it
This ad is a perfect example of companies using their skate team to build their image brand. The Baker team is all about dirty raw skateboarding. Their videos carry names like "Baker Has A Deathwish" and their team lives that every moment. Through half of the skate videos the team is getting in fights, harassing security guards, and usually drunk. They truly are a "dysfunctional family" and it works perfect for Baker.
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Skatopia - 88 Acres of Anarchy

Featured in last years Skateboard Film Festival, this is a story about Skatopia, an 88 acre skate-ranch in Ohio. The film is about the lifestyle of the ranch, it's questionable "skate-cult" following and it's struggle to stay alive. Volcom has released a Skatopia based line of clothes and Draven a Skatopia shoe to raise money to keep the rance afloat and the dream alive. This is a place about nothing other than living life, having fun, and having an outlet away from a society that condemns skateboarding.
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Unique Video Part - Quaked

This video doesn't necessarily deal with a professional skate team but it had to take unique video part this week. It just shows how even in devastation such as the earthquake in Christchurch you can really make the most of it. These skaters used the warped earth and pavement to make the best out of a terrible situation. With: Jack Woodrow, Kent Edgeworth, Kurt Green, Tom Clark, Shane Jones, James Kingstom, Zak Gray & Ben McConnell. Filmed and edited by STUNTS.
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Company Spotlight-Enjoi Skateboarding

Company Spotlight-Enjoi Skateboarding | Define the Deck | Scoop.it
I love Enjoi. The best thing about their image is the fact that most of their ads have nothing to do with skateboarding. They're are all just team skaters doing something goofy. It works for them though. Enjoi has some of the best personalities in skateboarding today and their ads and products reflect that. This is one of my favorite ads with Jose Rojo and Jerry Hsu behind a tv that's playing the epic arm wrestle shot from Predator.
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John Cardiel Anti-Hero Ad

John Cardiel Anti-Hero Ad | Define the Deck | Scoop.it
Day 1 is revolutionary ads in skateboarding. This is an older Anti-Hero spread featuring John Cardiel. Cardiel was an amazing pro skater for Anti-Hero until 2003 when he fell and was run over by a trailer on tour in Australia. He injured his spinal cord and was told he would never walk again. After 5 months of rehabilitation he began to regain feeling and while he doesn't have full feeling or dexterity anymore he was determined to skate again. This is an ad of him doing a manual after his tragic accident. Skateboarding is about falling down and getting back up. To see more of John Cardiel's story check out the documentary "Epicly Later'd".
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Skater of the Week - Dustin Dollin

Same as last week I'm picking a skater from my spotlight team to discuss. This week is Dustin Dollin. It's been said by numerous pros and by Dustin himself that he skates better drunk than sober. I myself saw him at the Volcom Jeans tour and can say he was buzzing there and blew my mind at the tricks he was attempting. He's perfect for Baker's "live life on the edge, giving skateboarding a bad name" image. You can't beat in this Baker 3 video part where he takes a shot of jager and rides out of the bar and down a giant rail. He's constantly going full speed in both skating and his lifestyle which is exactly what Baker boards is all about.
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Merchandising - Vans "Yo Gabba Gabba!" shoes

About 6 months ago Vans released a slip-on featuring characters from the children's show "Yo Gabba Gabba!". They were released as a product to get kids to start wearing Vans shoes. The commercials were so popular however, that Vans is now producing them in adult sizes as well. I could watch these spots over and over.
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Retro Footage-Rodney Mullen on "That's Incredible!"

This video is fairly well known but it's a great example of how skating has evolved over the years. This footage is Rodney Mullen in 1988 doing flatland skateboarding on the stage for "That's Incredible!". You rarely find anybody doing flatland style tricks these days (besides maybe Kilian Martin) but they're still as cool now as they were then!
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Skater of the Week - Louie Barletta

Since my last post was about Enjoi team personalities I figured I'd use one for Skater of the Week today. Louie Barletta is hilarious and a perfect edition to the Enjoi image. No matter how hard this guy falls you'll never see him get mad and throw his board. He's always got a smile on his face and just shows how much fun skating really is.
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Zoo York Roaches

Zoo York Skateboarding is all about the grimy skating in New York. They ran this ad a few years back with their roaches campaign. The team spray-painted the Zoo York logo on hundreds of cockroaches and literally dumped them right on the doorstep of crooked Wall Street business. Amazing.
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Andrew Benda's comment, April 10, 2011 3:25 PM
This is epic, cool commentary on traditional advertising. There's a cool ted talk about cockroaches and crows.