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Friday, June 12, 2009

Sk8ers decks

etnies began in 1986 when a French company Rautureau Apple teamed with French skateboarder Alain “Platoon” Montagnet, to launch “Etnics.” The company’s goal was to create high-top sneakers intended for European skateboarders and surfers. The company changed its name from Etnics to Etnies in 1987 and released the first pro model skate shoe, the Natas. etnies was the first skateboarder-owned and operated global action sports footwear and apparel company and slowly built a foundation as a pro skate shoe company. The sponsored numerous skating events and released quality professional skateboarding shoes such as “The Senix,” (1988) which was a performance skate shoe with ankle support, heavy-duty eyelets and enhanced grip. The outsole was constructed with the same rubber used for Indy 500 Goodyear tyres and the shoes set the standard for durability, lasting four times longer than other outsoles on the market. By 1989, Pierre Andre Senizergues began distributing Etnies in the U.S. In 2006 etnies celebrated it’s 20th anniversary during its two decades the company has sponsored many professional action sports athletes. These include: Arto Saari, Ryan Sheckler, Ali Boulala, Ronnie Creager, Eric Jackson, Chris Malloy, Ryan Campbell, Jamie Bestwick and Lee Dainton. This year etnies pay tribute to these pioneers with a collaboration featuring Metal Mulisha graphics on the Fader and Chrome shoes for 2009. The Metal Mulisha consider themselves to be “the most bad-ass moto x team in the world” and were a group of hell raisers that have been at the centre of the freestyle moto x movement. One characteristic about sk8ers was they rejected the sport shoe giants like Nike and adidas. Gradually however these companies saw the commercial potential and began to make reasonable skater decks. Eric Koston announced his new footwear sponsor with Nike SB. Nike released a Eric Koston’s signature shoes which were co-designed with Don Brown in 1997. Others soon followed

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