It’s a weird thing to process when someone who you don’t consider family claims brotherhood with you — equal parts “What?” and “Yeah, bro!” But Nike F.C. (the F.C. is for football club) is still at it, hitching its World Cup Soccer wagon to skateboarding in an attempt to get the American version of their sport away from the minivans, the little leagues, and the perfectly manicured fields of upper-middleclass sport.
That’s the “What?” part.
The “Yeah, bro!” part comes when Nike SB (the SB is for skateboarding) takes the manufactured conjoining as an opportunity to host a bracketed best-trick contest at their Sixth & Mill facility in downtown LA, grouping a bunch of the area’s shredders with a bunch of their skate team in a true representation of skate brotherhood.
Branded well, of course.
But before you can skate, they have to skatestop the place …
… for a jock talk, skate-church-like sermon.
Delivered by Malto, Alexi Lalas, and some dude on a stool.
Theme for the sermon: David and Goliath.
Shouts to custom culture.
Weird but true.
Meanwhile, down south.
The HB brotherhood is always in effect. Mumma, Lucero, and Barnes.
When you’re alone and life is making you lonely, you can always go to pantstown.
Susej is gonna do what Susej does.
Back at the ranch.
We’ve got shoes.
The honorable judge from Amsterdam. Wieger.
Sixth & Mill’s Andy Cranham and LA’s Daniel Shimizu press pause.
Nike SB’s Captain America, Brian Craighill.
The wall of F.C. claims.
Coupleuh bros: Lance Mountain and Scuba.
Keepers of the bracket, Fink and Oliver.
Viva Brazil. Brotherhood Bracket contest winner, JP Oliveira and Brazilian judge, Yuri Facchini revel in their real brotherhood.