by Théo Dufaÿ
A few months ago, whilst Britain was permanently wet and kept skateboards in quarantine, I came across a website that religiously collected all skate ads since the late 70s. Explore it here.
We are so used to seeing and producing advertising for brands that are part of most people's everyday lives, that getting a comprehensive look at how a niche market has handled its advertising over the years was pretty refreshing.
Unlike traditional sports where one has mandatory practices and rules they must follow, skateboarding brought freedom, and in turn the absence of guidelines allowed for great creativity. On top of that, DIY has also been driving the skateboard subculture. Whether it's waxing a bench or building a whole concrete park under a bridge without asking permission like Mark Scott and his mates in the 90s (check the story below), skateboarders have always had a way to make cities their own.
All these aspects of the skateboard culture seep into its advertising. It is unapologetically bold, layered and mixed media. Logos also hold an important place in the layout, a testament to the war of brands that took place in the beginnings of skateboard's history. Enjoi.