Thursday, June 5, 2008
The idea behind the Justin Lovely persona was a joke by Foundation owner Tod Swank. The gimmick was to have a pro model for a fictional person. The obvious gag for this ad is to claim that said fictional skateboarder placed first in the NSA Vertical Championships of 1989 in Dayton. The reality is that Swank got last in the contest and had a little fun with it. Some guy named Tony Hawk won the event. I wonder what he's up to these days?
For whatever reason the early Foundation advertisements have stuck with me visually throughout the years. The cut and paste 'zine style is a great look when coupled with Swank's simple drawings. It looked different from other stuff at the time. Plus the company had Dave Carnie and Andy Jenkins as riders.
Note that at the time of the ad, Foundation was still distributed by World Industries.
Thrasher - May 1989 Volume 9 Number 5