Thursday, May 26, 2011
Consolidated Don't Do It.
Now obviously the presence of the world's largest sneaker company is going to ruffle a few feathers in the small skateboard world. Even though skateboarding was growing at the time, the bulk of the industry was skater owned and operated. Or at least the parts that people really cared about were. Consolidated took offense to Nike and started their Don't Do It campaign.
It's funny. I've never worn a pair of Nikes and I doubt that I ever will. There's always been a certain aura of coolness that the company presents itself with that I've never gotten into. I know part of this comes from when the Bulls beat the Lakers in 1991 to win the NBA championship. I'm a Laker fan so I instantly hated Michael Jordan and the Bulls. Since Jordan was the face of the brand and I didn't like him, that meant Nike was guilty by association.
When this ad came out, I thought it was pretty cool how Consolidated was taking on Nike. These days I don't really have anything against the company. I'm not going to run out and buy their shoes, but if they make another video, I will probably check it out. They have managed their second stint in skateboarding much better. They assembled a well rounded team and for the most part the shoes look decent. Nike has even done things Consolidated feared that they wouldn't in terms of helping the shops by releasing special colorways of shoes available only at skateboard shops. They even made a Chromeball Incident Dunk, which is pretty cool.
Thrasher - April 1998 Volume 18 Number 4