Nike literally took over The Centre Pompidou for the whole of the Olympics and SB had a big part of that. They premiered it to industry inside and then played it on the massive screens outside to the whole city.
They made cushions and more to give away.
They did a Quickstrike team demo…with a shit ton of team to hype the video whilst also securing interviews in skate mags both in print (daan/Thrasher…amongst others) and online (Will/Slam…amongst others).
All this rollout started 3 weeks before video release to build hype.
Just an answer to your genuine question - that’s all.
There is no way Nike are lifting a finger without it not only being considered but also signed off in triplicate.
PS. Didn’t think you were diminishing or talking it down. Just felt there was a lot of work put into this being shot and released and it was being overlooked…which is probably a compliment anyway if it came off as effortless.
Actually, I think it has a pretty recognisable and familiar structure - Duraro opener, Hugo Bosserup/Nick Matthews shared section, bunch of montages but with people’s footage generally grouped together in a logical way (Anti-Hero dudes together etc.), Cyrus part (the only one without any guest tricks?), Daan part with a big ender, Joe Campos and Karim Callender parts, Deedz to close it out. They all skate to separate songs and these help delineate the different sections. It’s just that each part (bar Cyrus) has a few additional skaters with one or two tricks in it which confuses things.
I would have reversed that order.
Deeds is just a stinking mosher. That switch roll on 5050 on the crusty cement ledge was the pinnacle.
Karim put in the work and needed a stand alone full part.
Joe Campos is steadily on the rise so deserving of a second to last part.
Everyone seems to agree Dan’s last trick was best and this was a strong comeback (wasn’t he injured for ages) full part.
Come on, this is very reductive. Yes, that switch ride-on grind looked a bit iffy, and the euro-vagabond fits might raise a few eyebrows, but he’s undeniably an amazing skateboarder. The 2 frontside bluntslides alone are enough for him to ascend to the upper echelons.
I have no problem with skate media going digital. 10 or 15 years ago when a lot of companies started releasing their new videos through iTunes I was happy to support them and watch their videos that way. I still have many skate DVDs that I never watch as I don’t even have a DVD player anymore.
I quite like the idea of compilations too, even if it’s nothing really new.
Eastern Exposure Zero is so dope. 8 minutes, no music, just raw East Coast skating in the 90s. Bricks everywhere, grey skies, people skating at night. Definitely one of my all time favourite videos, easily in my top ten. A very timeless video.
Brad Cromer posts compilations of his Insta stories on his YouTube channel. I watch those regularly. Staticam bangers, flatground, rad angles, spots you’ve never seen, palm trees, lizards… You watch that and you can feel the Floridian humidity. It makes you want to be there, it makes you want to skate.
This new Nike video lacked the kind of identity or the soul EE0 or Cromer’s Insta remixes have, but that’s just my opinion. Thought I’d explain how I have no problem with videos and their format evolving though.
