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| Q&A: Michael Brooke - Publisher, Concrete Wave Magazine (7141 Posts)
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yep...fashion
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On 7/19/2006
Steve C
wrote in from
United States
(168.103.nnn.nnn)
Fashion needs a selling point. If you can appeal to a large market you can sell your product. That is what is happening here. The guys selling this stuff more than likely realize that.
Who knows, maybe they will put out some fresh gear. We all know there is no dress code for skating and I doubt that is what these guys actually think. They want to make money, that is what most companies in a capatalist society try and do. This is marketing hype. But then again, maybe they are gonna make some cool stuff that looks good. Hell, I really doubt any of us are wearing a burlap sack these days. We all have some fashion sense whether we realize it or not. Yeah that press release is pretty dumb but ask yourself this: Am I the market they are trying to reach? If you are posting on here probably not. They are trying to sell clothes. There is not much wrong with that in my opinion. Stupid marketing but hell, it sells stuff so why not?
Also, Andrew Renolds is a pretty smart guy and has a lot of clout in the world of street skating. I have a bit of respect for this guy. He is pretty smart, runs one of the most successful companies out there, and is a hell of a talented skater. He is really influential and he is using his status to make some loot. It is the American way after all.
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So I take this is not on your xmas list, Chris : )
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On 7/19/2006
Michael Brooke
wrote in from
Canada
(65.95.nnn.nnn)
This is what I thought too..
it's "rebellion" packaged
a whiff of subversiveness...available at the mall
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Dress code?
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On 7/19/2006 chris olden
wrote in from
(75.26.nnn.nnn)
hey,
When a subculture/movement becomes a "fashion statement"
it's OVER.
"It is the real look of the street, designed by the real personalities pushing the trends."
To quote Anthrax..."Packaged Rebellion".
"The collection encompasses an avant-garde spirit through a mix of premium materials with surplus, vintage and DIY looks. Focus on premium fabrics include a selection of hand picked, washed and worn-in pieces, broken in and tumbled garments and top quality denim with clean finishes with an overall emphasis on fit and feel. Each piece is intended to be a rare gem -- treasured."
And it can be purchased at the mall,
just like all "rare gems"!!
What PR genius wrote this up?
"Looking around the market, we feel strongly that an authentic, skate perspective on streetwear is not being met," said Pierre Andre Senizergues, founder and owner of Sole Technology. "By working together with Andrew, we are now bringing people the real and true perspective of skateboarding."
Skating REQUIRES a dress code???
I smell VISION STEET GEAR!!!!!
chris olden
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an example of things
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On 7/19/2006 Michael B.
wrote in from
Canada
(65.95.nnn.nnn)
check this out...
does this remind you of "youth against establishment"?
would you buy these clothes?
why or why not?
here is the press release...
IDEALISM AND ANARCHY:
Sole Technology with Andrew Reynolds Launches Altamont Apparel
Sole Technology today announces the much anticipated launch of Altamont Apparel Ltd. set to hit select stores globally in October 2006. Altamont Apparel is created by and for those whose sense of uniqueness, personal style and swagger is evident in everything- whether it be skateboarding, art, music or dress. Arguably the biggest influencer in modern street skateboarding today, Andrew Reynolds' inspiration and influence can be seen in his creative vision as the owner of Baker Skateboards and now as the design director for Altamont Apparel.
The inspiration for the name Altamont came from what was billed to be the "Woodstock of the West." In 1969, the Rolling Stones held a free concert at the Altamont Speedway where turbulence hit as crowds frenzied. The tragic events of that day would forever link the word Altamont with the end of one phase of youth culture and the beginning of a new one.
The affair at Altamont reminded the world that ignorance is not always bliss and there are consequences for those who choose to ignore or refuse to accept the difficult truths of the world. Altamont Apparel embraces those truths for what they are and accepts a responsibility to honestly reflect the realities of the streets.
Reinventing streetwear from a candid point of view, Altamont Apparel introduces an unconventional style and individualism that is true to the vision and experience of its creators. It is the real look of the street, designed by the real personalities pushing the trends.
The result is a unique break from the formula of traditional skate wear coupled with a fresh point of view on modern streetwear. The collection encompasses an avant-garde spirit through a mix of premium materials with surplus, vintage and DIY looks. Focus on premium fabrics include a selection of hand picked, washed and worn-in pieces, broken in and tumbled garments and top quality denim with clean finishes with an overall emphasis on fit and feel. Each piece is intended to be a rare gem -- treasured.
"Looking around the market, we feel strongly that an authentic, skate perspective on streetwear is not being met," said Pierre Andre Senizergues, founder and owner of Sole Technology. "By working together with Andrew, we are now bringing people the real and true perspective of skateboarding."
Earlier this week, a small group of select retailers and people were chosen to visit the historic site of Altamont to witness firsthand the unveiling of this new brand. Picked up in San Francisco by retro limousines, reminiscent of the original era, the group was shuttled an hour to Altamont Speedway, where they heard directly from Andrew his vision and passion for this new project on the actual concert site that stands as a strong symbol of an awakening of a new culture.
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the ramifications of things..
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On 7/19/2006
Michael Brooke
wrote in from
Canada
(65.95.nnn.nnn)
My main concern is that big business tends to want to gobble up all the business....I think it's healthy for an industry like skateboarding to have ALL types of companies being heard and seen.
But, when the focus is strictly bottom line, things become boring....companies stop take chances...it becomes too risky.
Some times, bigger is not better.
Steve, the questions you raise are excellent, because they force people to confront things...
Let's get this dialogue going...
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Nike and
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On 7/19/2006
Steve C
wrote in from
United States
(168.103.nnn.nnn)
So the next question: Why is it bad for skating to be mainstream? Why shouldn't companies(magazines, shoe makers, pants makers) be able to market themselves as skate company and sell to the mindless masses and make a profit. I personally think that it is good in many respects that big companies are getting on board. Take Nike for example. They pay their team well, and also pay for them to go to college and stuff. Plus you can kick it in the new Air Force Ones.
Someone asked Bam about Element be aquired by quicksilver and how he felt. He said it was great because the business would grow and make money, thus being able to pay the team riders better. What is wrong with that. The vast majority od us will never get paid to skate. The ones that do are super talented. I often read peoples post about "media" pros. As if these guys have no talent and are just a puppett for the industry. Is this the case? I don't think it is. Almost every pro skater I have had the pleasure of skating with straight up kills it. Period. For example, Mike V did a demo in my hometown in 1990. The guy went nuts. He skated s#@! we never even thought of. Mindblowing. When the anithero team shows up at burnside, the chaos ensues. I saw Rick McCrank destroy Newberg Oregon. I saw so much sick s#@! from pros in Canada. I could go on. These guys deserve to get paid. They are the mules of the industry.
Why is fashion so bad. Let's look at other sports. Golf for example. I see so many golf posers out there. Do "hardcore" golfers get mad when so kook wears a golf shirt? How about fishing? Dude there are posers in fishing to. They usually own a $50,000 boat and can't catch crap. Does my father, an avid fisherman, get mad about that. Not really.
Find me an example of a sport that does not have a fashion element. Biking? Tennis? Basketball? All of these have the same blown out fashion element. Does that make them uncool?
What is wrong with people making money? Why shouldn't magazines sell clothes, shoes, etc?
Comments?
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Cool
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On 7/19/2006
Steve C
wrote in from
United States
(168.103.nnn.nnn)
Thanks for the input yall. I see where you are coming from Buddy. I am sorry to harp on this over and over but I hear the shoe complaint again and again. It has not been the main focus of my, or most others I know of, skating experience. Shoes to me are like boards, trucks, wheels, etc. It is equipment. The shoes I am rocking right now are super sick. Way better than anything I have rode in the past. I like shoes. I think we all do, except Mollica.
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Fashion vs. Skateboarding
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On 7/19/2006
Bud
wrote in from
United States
(68.57.nnn.nnn)
As long as they're skating, who cares what they're wearing? That's my take on skaters.
Insofar as fashion victims go: I'm not fashionable, so I couldn't care less.
I think this is Buddy's point, boiled down to it's essence. Buddy- yes, or no?
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one more
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On 7/19/2006
buddy rawls
wrote in from
United States
(128.158.nnn.nnn)
If anybody sold out its the skate media for allowing it happen like this, and turn into a fashion market.
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shoes, just a bit more
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On 7/19/2006
buddy rawls
wrote in from
United States
(128.158.nnn.nnn)
I skate in Chucks. But with the new "artsy" fabric sole inserts, its getting harder to find good soled chucks. I usually get used ones from ebay. I am up to 3 spare pair right now. there are few chucks riders out there, I am sure. Next, lets talk shoes sales, of which I have only practical knowledge and no true market stats. My thoughts are like this. If you were to really survey the skateshoe market (which I will say is a large portion of the mainstream skate market), you find that probably 1/4 of the "skate" shoes sold ever sit on a skateboard. I dont think the true skater purchases of shoes make a large percentage of the market. likewise with clothes. In the hardgoods, the percentages are higher, but still the majority are one-time purchases that sit in the closet or OUTSIDE. I have kids in school, and I see them want to dress like the skaters shown in the mags. Kids have to have shoes. If they choose skate shoes, its no different than we chose Nike or tiger cortezes or adidas country's in the 70's. so thats a nit. but the shoes they are getting are building up this $$$$ skate fashion industry of which everyone seems to be so attached to, either positively or negatively. I want to propose a discussion point. What if it wasn't skate fashion that was the rage. What if it was fly fishing. And all the fashion and products were geared towards fishing. The question is this. Would the skateshoe purchases that are made by real skaters change? The next question is this. Would the skate shoe business drop like a rock? the final question is. Who is that market that made up the "difference"? This is essentially the mainstream market. We can talk shoes or we can talk skateboards, its the same thought process. When I speak mainstream market, this "difference" is what I am saying is the mainstream market. And this is who is "life style" buyers of the skate market.
So why is everyone up in arms about Nike jumping in on tappable market. Who sold out? Nobody sold out. Their primary market is not the true skate market, its the fashion. If the nike shoes are good, then they will speak for themselves and sell on that alone. But those sells wont be a fraction of the mainstream non-skater purchases.
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Shoes, the bottom line.
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On 7/19/2006
Bud
wrote in from
United States
(68.57.nnn.nnn)
I'm frankly a little bit suprised that there's this whole "culture" based around sneakers. Is "culture" even a good word for that? When I think of "culture", I think of good food, exotic women, great music, spectacular art and architecture, and differing views of religion, politics, and the world. Now, I can get all of this by merely buying the right sneaker...?!?!?!? Dude, sign my stupid ass up!!!!!
Let's face facts: Steve C is right. We need shoes, to protect our feet from the board. Except Kenny Mollica, he skates quite well in bare feet and flip-flops. Okay, fine: The rest of us mortals need shoes to protect our feet from the board, Kenny excluded. How's that?
I buy a shoe that does that, and does it well. More or less, regardless of the brand.
However: Considering that I'm gonna spend the money, anyway- shoes aren't free, last time I checked- I do prefer to buy a shoe, made by a company that is owned by a skateboarder (as they'll pretty well know my needs, being skaters themselves)- and, I try my best to buy these shoes from a retail establishment that is, likewise, owned by skateboarders.
If anyone's gonna get my hard-earned cash- and, as I said, someone's gonna get it, anyway- I'd prefer it be like-minded people, at the very least.
Just my two cents' worth.
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juice nike
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On 7/19/2006 hc
wrote in from
United States
(168.149.nnn.nnn)
http://www.skateboardingsucks.com/nike/juice_nike.jpg
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safeway
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On 7/19/2006 hc
wrote in from
United States
(168.149.nnn.nnn)
I picked up the latest issue of CW at my local safeway!
just wondering, does that mean all safeway carries it? bay area wise?
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check this..
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On 7/19/2006
Michael Brooke
wrote in from
Canada
(65.95.nnn.nnn)
I should have highlighted this...
Industry Insider: Etnies
Did you know that Etnies is skateboarder-owned and operated? That it started in France? That it’s Etnies’ 20th birthday? Neither did we, until we sent Retrokid to meet up with CEO and former world champion skater Pierre Senizergues.
that "NEITHER DID WE" speaks volumes...but good they are finally getting around to figuring out the story...
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a skimmed thru a fascinating mag yesterday...100% shoes
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On 7/19/2006
Michael Brooke
wrote in from
Canada
(65.95.nnn.nnn)
if you haven't heard or seen of the this mag, you should take a look...
It's called SOLE COLLECTOR. The Sneakerhead Nation is on the march...
Here's the lineup for issue 12:
Issue 12: Derek Jeter, Etnies, Chris Lundy...
Sole Collector issue 12 is our most diverse issue yet, with stories chronicling nearly every facet of the sneaker culture. And this diversity starts right up front on the cover: Newsstands get Mr. Yankee himself, Derek Jeter, while subscribers get a piece of art — literally — in the form of a painting by world-renowned artist Chris Lundy. Here’s a peek at what you’ll find inside...
Derek Jeter 360°
We give you a 360° look at Derek Jeter, the man and his shoe. Coverage starts with Anthony Gilbert’s interview with the superstar Yankee shortstop; the two talk about Jeter’s competitive edge, the honor of being a Brand Jordan athlete, DJ’s incredibly successful run with the Yankees and, of course, his latest signature shoe, the Jumpman Jeter Official. Then Retrokid takes over and delivers an in-depth breakdown on the Official, including a conversation with the team responsible for its design and development.
Industry Insider: Etnies
Did you know that Etnies is skateboarder-owned and operated? That it started in France? That it’s Etnies’ 20th birthday? Neither did we, until we sent Retrokid to meet up with CEO and former world champion skater Pierre Senizergues.
Art & Sole: Chris Lundy
Another new section for your reading pleasure, featuring established artists who express their heart and soul through art and sole. We kick it off with an interview with world-renowned artist Chris Lundy, whose work we all know and love (and graced our Hawaii competition shoe, to boot!)
First Annual Performance Running Guide
Professor K endures over 500 miles of pavement pounding to help uncover this spring’s best running shoes and socks. Rich with history and tips, not to mention reviews of nearly 50 products, this is our most comprehensive round-up yet. Even if you have just a passing interest in running or running footwear, you won’t want to miss it.
Sneakerphile: The adidas_1
The adidas_1: We all know it’s the shoe with a computer on board, but how does it really work? Now you can find out. Retrokid delivers with in-depth interviews with the team leading the vanguard in “intelligent�� footwear.
Online Sneaker Communities
Joey Vital, a.k.a. AirJoey, won the Sole Collector online writing contest with this story about the ups and downs of the online sneaker scene.
Multi-Brand Showcase
Get ready for a variety pack of the kicks you know and love and some hot new contenders, all together in one spot. You may have seen some grainy shots of these on the Internet, but now you can hold them in your hot little hands whenever you want to take a peek (new shoe scent not included).
And More!
Of course, that’s just a taste of what issue 12 has to offer. Other goodies include AG’s interview with Andre Iguodala, starting forward for the Philadelphia 76ers (and Sole Collector fan!); a behind-the-scenes look at tattoo artist Cubanbee’s collaboration with PUMA; The Life with Sony’s NBA ’06 along with a recap of NBA All-Star Weekend ’06, PlayStation style; a new Focus: Artist feature that shines the spotlight on an aspiring (and incredibly talented) young footwear designer named Brett Golliff and way, way more!
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A Question
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On 7/19/2006
buddy rawls
wrote in from
United States
(128.158.nnn.nnn)
Steve, I really think you have to distinguish between the mainstream market and the "true" skaters. That is where the true answers. I feel that the mainstream market is nothing but appearance and lifestyle. By "True" skaters, I am not talking about old school or new school or vert school or street school. I am talking about the people that are really doing it. This is but a very small part of the market, and I feel it even rides a level or two below the mainstream market.
When you get down into the next level, the true skaters, the true niche markets (street, tranny, racing, etc) it becomes a nonissue. At that point, products (including footwear) are a tool to get the job the done. In the mainstream market they are a status symbol.
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Nikes
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On 7/19/2006
WT
wrote in from
United States
(205.188.nnn.nnn)
I discovered the Nike Cortez in high school. Leather or nylon upper, great sole with lots of grip. What I liked especially was the price. It was a great shoe for pushing, holding onto grip tape and it was a CHEAP Nike.
Of course, a great thing never lasts. I found a pair about 10 years ago at a J.C. Penney for $19.95 and bought two pair. They lasted up until a couple of years ago. No longer made (or at least no longer sold around here,) I started buying really cheap plastic-soled shoes at Wal Mart. I figured I had a choice: buy a really expensive shoe where the sole of my push foot would wear out in three months or buy a cheap pair of disposable shoes where the push foot would wear out in three months. So I rode on $10 shoes for a couple of years.
Fortunately, though, there are now "Nike outlet stores" around here. So I found the "Nike skateboard shoe" on sale for $24.00. I grabbed two pair. What was cool was taking my Turner SummerSki Blackbird into the store to test the grip on my deck. I got plastered with about 100 questions about what kind of skateboard is that? The sales clerks, mostly high schoolers, were fascinated and one kid wanted to take a picture of it. I was a little stoked by it all. I've been riding in one pair now since December and the sole still looks brand new.
The moral of the story: I don't give a damn who makes it as long as it's cheap, doesn't slip when I push and doesn't slide around on the grip tape. If I can find a shoe that does that for 50¢, I'd buy three pair. Nike, schmike. I'm not interested in corporate nonsense, antidisestablishmentarianism or making a fashion statement. I want a cheap shoe that won't disintegrate. Right now, that's a Nike. Maybe next year I'll be back in Wal Mart. Whatever works is what gets my money.
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A question....
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On 7/19/2006
Steve C
wrote in from
United States
(168.103.nnn.nnn)
I ain't trying to cause problem here but I have a question: Do you really think that the vast majority of skaters out there care more about their shoes than skating? Is everything a fashion show? Are shoes more important to people than skateboarding?
I would like to hear from you all on this. I hear over and over about "skateboarding lifestyle" where shoes are the cornerstone of everything. Please elaborate. I mean, we all wear shoes. And most of todays skate shoes are a definate step up in quality from chucks. Shoes always have been part of skateboarding, unless you are a nut who don't wear 'em. do you remember the old video game 720? What upgrades could you buy? Pads, board, shoes. Anyway, shoes are something that 99.9% of us use for skateboarding. What is so bad about shoes anyway?
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wearvans=caddy
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On 7/19/2006 kook
wrote in from
United States
(71.105.nnn.nnn)
Mark it's me!
I'm a kook!
www.inandoutofthewater.com
nobody listens to turtle....
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Nike write-up
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On 7/19/2006
buddy rawls
wrote in from
United States
(128.158.nnn.nnn)
this is an exerpt from the adbusters write-up
"What he fails to comprehend is that sneakerheads are not “buying product” to complement their lifestyle, buying product is their lifestyle. Nike’s assimilation of skateboarding was so successful that the culture their shoes were designed for has been replaced in favor of the shoe. Where older skaters co-opted an old basketball shoe because there was nothing else to skate with, the new generation has consumed the shoes but ditched the skating. "
Sounds like something I would say!
This Nike thing is a joke. All this new comer mumbo jumbo is a farse based on mainstream skaters' perception. In the 70's we skated in Nike's, in the early 80's we skated in Nikes. We used chucks, nikes, jocks, adidas, vans had like 2 styles. Then visions and airwalk in the later 80's. They are shoes to skate in! they are not skates to shoe in. We did not think anything about it because the shoe was only a means to guarantee adequate grip and protection while skating.
The skate fashion freedom fighters have turned this into an issue. Shoes have always been the teltale sign of a skater, but now its out of hand. its status-status-status, only the best brands, only the most obscure brands that sponsor the best video performances. what a joke!!
they complain about big industry and big millions, yet then they turn around support a billion dollar media industry for their favorite skate mag.
wear the freakin shoes you want. I aint buying a ticket to be part of a fashion show.
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LA times piece
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On 7/19/2006 me again...
wrote in from
Canada
(65.95.nnn.nnn)
Speak of the devil.
Healthcare Savings Could Offset Beach Cleanup Costs
Bacterial illness from ocean pollution takes an economic toll in Southern California, a study finds.
By Gary Polakovic, Times Staff Writer
July 18, 2006
Bacterial pollution sickens as many as 1.5 million swimmers and surfers annually at many Southern California area beaches and results in millions of dollars in public healthcare costs, according to a new study.
Previous studies have linked health problems to contaminated surf at individual beaches, but the new report is the first to examine illnesses at dozens of the nation's most popular beaches, spanning 100 miles of shore in Los Angeles and Orange counties. Nearly 80 million visitors recreate in those waters annually.
ADVERTISEMENTThe findings show that between 627,800 and 1,479,200 "excess" cases of gastrointestinal illness — beyond the baseline number that would normally be expected — occur at the beaches every year. The condition is most commonly associated with swimming in contaminated water and causes such symptoms as stomach cramps, diarrhea and vomiting. The study did not examine prevalence of other sicknesses associated with exposure to polluted water, including eye, ear and nose infections.
Healthcare costs for beach-pollution illnesses are estimated to range from $21 million to $414 million annually, depending on the method of reporting used, researchers found. Those estimates include direct losses, such as lost time at work, costs for medical treatment or doctor visits, as well as so-called "psychic costs," or the amount beachgoers would be willing to pay to avoid getting sick.
Researchers at UCLA and Stanford prepared the study, and their findings were posted on the website of the journal Environmental Science and Technology on Monday and are expected to appear in print Aug. 15.
"This helps us understand [the] risks and identify beaches where cleanup can yield the most benefit," said Linwood Pendleton, a UCLA environmental economist and an author of the study.
Researchers found that beaches at Doheny, Malibu, Marina del Rey, Cabrillo and Las Tunas had the worst water quality, violating the state limit for Enterococci bacteria 33% of the time. Newport, Hermosa, Abalone Cove, Manhattan, Torrance and Bolsa Chica beaches had the best water quality, exceeding the bacterial standard less than 5% of the time. The three beaches with the lowest incidence of gastrointestinal illness were San Clemente's city beach, Nichols Canyon and Las Tunas, largely due to smaller numbers of visitors there.
"There are places that are creating a lot of public health problems," Pendleton said.
The findings are certain to stoke ongoing debate over the costs and benefits of cleaning up storm water runoff, the chief cause of dirty ocean water in Southern California. Runoff laden with oil, pesticides and human and animal waste flows from scores of disparate sources into storm drains and, ultimately, the ocean. Local governments are under cleanup mandates but have resisted given the high cost.
Jonathan Bishop, executive officer for the state's Los Angeles Regional Water Quality Control Board, said the new study shows that it makes economic sense to treat water upstream before it reaches the coast.
"This is what we've been saying for the last five years," Bishop said. "It's expensive to address urban runoff, but the costs of not addressing it are even higher."
He estimates that cleaning up bacteria-laced runoff entering Santa Monica Bay during summer would cost $1.5 million to $3 million.
The university study released Monday shows cleanup would prevent 394,000 to 804,000 gastrointestinal cases and save $13 million to $28 million in annual health costs in Los Angeles County.
Bill Rukeyser, spokesman for the statewide Water Resources Control Board, said California has spent about $51 million for 66 projects in the past six years to prevent bacterial pollution under its Clean Beaches Initiative.
Mark Gold, executive director of Santa Monica-based Heal the Bay, said he hoped that the study "makes people realize beach water quality is not just a significant public health issue, but it also has a substantial economic cost to society."
The study was released two days after Southern California cities were supposed to have met stringent discharge requirements to comply with bacterial pollution standards at Los Angeles-area beaches.
Those limits were scheduled to take effect July 15 under a court settlement, but last week state water quality officials postponed action on the matter until September.
The UCLA/Stanford study focused on 28 beaches in Los Angeles and Orange counties during 2000. Researchers used bacteria measurements from surf, considered beach attendance estimates and extrapolated the health effects using two computer models — one favored by the U.S. Environmental Protection Agency and another preferred by the World Health Organization.
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about that Nike article in adbusters..
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On 7/19/2006
Michael Brooke
wrote in from
Canada
(65.95.nnn.nnn)
We were going to actually reprint that article from adbusters...I thought it was quite interesting and I figured a number of folks who read CW might not see it...
However, after digging a little deeper, I found out that some of the parts in the piece are dated...so, I decided NOT to reprint but to go directly to Nike and Consolidated and ask them questions.
Whether you are for or against what Nike is doing, you will find the answers quite compelling.
It hits in Sept.
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Re: H.B.
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On 7/18/2006
Sumdumsurfer
wrote in from
United States
(71.107.nnn.nnn)
"Mark I was at Bolsa life guard station 21
waves were pretty good!"
NICE! I usually avoid H.B. for the crowd factor. Dawn patrolling the cliffs is a good call, though. Water's been warm, and we've got waves! Great way to deal with the heat at the skate spots. Been skating late at night.
SK8/SURF 4 LIFE!
Sumdumsurfer
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re: Nike
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On 7/18/2006
msk
wrote in from
United States
(68.190.nnn.nnn)
""Thanks to corporations like Nike we can eat extreme pizza, drive Nissan’s X-Terra SUV, wear extreme deodorant, hire extreme consulting firms and invest in extreme equity funds. But if we are all extreme now, then where have the real rebels gone? Disappeared in a haze of Ritalin?"
A little research on the writer's part would've shown that "Xterra" is not derived from, and has nothing to do with "extreme", but instead is the name of an off-road triathlon series. Nissan originally licensed the name from the race organizers, and then later became the event's title sponsor...
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Re: Reality
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On 7/18/2006
msk
wrote in from
United States
(68.190.nnn.nnn)
Check this article in today's LA Times...
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