By Andres Pachon
A. Pachon, a journalist and skateboard addict, is a full-time writer for SHIT® Magazine.
Probably one of the largest sportswear manufacturers in the world, Adidas was founded by Adolf Dassler and his older brother in Germany back in the 1920s, the Dassler Brothers Shoe Factory started out on their mothers home to evolve into a world-renowned company known as Adidas (since 1949) that innovated with many technologies from its very beginnings to improve the performance of both professional and amateur athletes in numerous disciplines.
“The three stripes company” as referred to by its creator is one of the most influential sportswear brands that went through many stages to get where it is now, reinvention and marketing strategies pulled off by the best names in the industry eventually managing to take over the athletic world by storm.
Funny enough, most people don’t associate the brand with skateboarding and some even think that the approach of the company to get into skateboarding is very recent and even unnecessary given the popularity the brand has among other mayor disciplines like soccer and basketball, this is far from the truth, Adidas history with skateboarding goes way further than some people think.
The story actually began in 1989, when the company decided to put out a line dedicated exclusively to skateboarding, the approach of the company was not to “break-in” into the sport because lets face it, these guys did not have the need to do so, they just wanted to put their take on skateboarding out there and provide an “alternative” to the other skateboarding brands out there.
Dudes like Mark Gonzalez, Dennis Busenitz and most recently, Nora Vasconcellos have been some of the few “chosen” to participate in the launch of signature shoes, Adidas has a much more “exclusive” approach when it comes to the handling of their brand.
Funny enough, some of the favorite shoes for skateboarders in the early ’70s before the craze of skateboarding brands were the “Adidas Superstars” which was designed for basketball but its durability gave took into the needs of skateboarders of a strong shoe.
Back in 2016, Adidas raised the bar by releasing their first full-length skateboarding video directed by Matt Irving, the ambitious project was filmed over the course of 3 years in over 100 cities across the world, it could be compared to the first skateboarding video release by VANS a year before, these guys went all out with the budget for this particular delivery to get some skeptic skateboarders on their side.
The film is focused on displaying the sick skills and style from dudes like Mark Gonzales, Dennis Busenitz, Silas Baxter-Neal and Lucas Puig and showcasing youngbloods Alec Majerus, Miles Silvas, Na-Kel Smith and Tyshawn Jones.
The life on the road and the incredible chemistry you can see among the crew and the skaters proves to be of great value since you can see one of the most important aspects of skateboarding, these dudes are really having fun during the shoot while skating all over the world and who wouldn’t?!
- Alec Majerus
- Benny Fairfax
- Blondey Mccoy
- Chewy Cannon
- Dennis Busenitz
- Dennis Durrant
- Gunes Ozdogan
- Gustav Tonnesen
- Jack Fardell
- Jake Donnelly
- Kevin Lowry
- Klaus Bohms
- Lem Villemin
- Lucas Puig
- Mark Suciu
- Miles Silvas
- Nakel Smith
- Pete Eldridge
- Raul Navarro
- Rodrigo TX
- Silas BaxterNeal
- Tyshawn Jones
One of the coolest things about the film is its soundtrack which showcases a variety of artists and genres out of this world! New Order, Sonic Youth, House of Pain, Beach House, Public Enemy, and David Bowie are some of the bands you will be able to hear in the video which is somewhat refreshing from other punk rock fuelled videos most of us are used to see.
Check out the full tracklist divided with each one fo the parts of the film below:
- Barcelona – House of Pain Jump Around
- Intro – Mark Gonzales If You Don’t See Me Having Fun
- Lucas Puig #1 – Pet Shop Boys West End Girls
- Lucas Puig #2 – Nancy Sinatra Lightning’s Girl
- Rodrigo TX – Troy Ave Me and You
- Mark Suciu – Beach House Sparks
- Nakel Smith and Jake Donnelly #1 – James Brown I Feel Good
- Nakel Smith and Jake Donnelly #2 – Bankroll Fresh Hot Boy
- Paris – Steve Reich Music For 18 Musicians IX
- Gunes Ozdogan Pete Eldridge and Kevin Lowry – Dusty Springfield Spooky
- Nestor Judkins – New Order Your Silent Face
- Montreal – Battles The Yabba
- Miles Silvas – Skepta In Ain’t Safe
- Lem Villemin – White Denim Street Joy
- London #1 – Rezzett Fire Bomb
- London #2 – Rezzett Skungle Mung’d
- Chewy Cannon Benny Fairfax and Blondey McCoy – Trigga & Chimpo Who Run Tingz
- Jack Fardell – Sonic Youth Catholic Block
- Los Angeles – Toro Y Moi So Many Details
- Dennis Durrant and Raul Navarro – Public Enemy Rebel Without A Pause
- Klaus Bohms and Gustav Tonnesen – Panda Bear Crosswords
- Alec Majerus – Perfume Genius Queen
- New York – Mark Gonzales New York Is A Magic City
- Tyshawn Jones – Bankroll Fresh Behind The Fence
- Silas BaxterNeal #1 – The Pixies Monkey Gone To Heaven
- Silas BaxterNeal #2 – Heartless Bastards The Mountain
- Tokyo – Dana Dianda Wallie World
- Dennis Busenitz #1 – Snoop Dogg The Shiznit
- Dennis Busentiz #2 – David Bowie Life On Mars
- Outro – Suicideyear I Don’t Care About Death Because I Smoke
- Credits – Charles Bradley World Is Going Up In Flames
There you have it my dudes and dudettes, this film is definitely a must-watch! But keep an open mind since Adidas approach to skateboarding is different from what most people are used to see! If you haven’t seen it already, don’t worry my dude, you can check it out in the link below:
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