Anyone who really knows what's up with skateboarding knows that Rocco basically created modern skateboarding. He basically hammered the last nail in the coffin of the 80's vert gods and brought real street skating to the main stage where it has stayed. He also wrote the book on how to market to kids that don't want to be marketed to. Whether most people like it or not, he has been the most influential person in all of action sports and youth marketing in the last 20 years.
Any company that you think is dope these days (including the ones I work for and even others outside of skateboarding), were all built using Rocco's blueprints, whether they know it or not:
1. Get a team of young up and comers with a solid work ethic.
2. Stay on the cutting edge of graphics, ads, and marketing. Don't be afraid to piss people off.
3. Bring in a solid crew of people that live the brand day in and day out.
4. Go with your gut.
5. Know when to hand over the reins to people that are living it and breathing it.
The Dogtown and Gator documentaries were good, but this one is going to be the one that really puts it together for my generation. Check out the official site here and the trailer here.
Thanks to Andy P. for the linkage.
