Another piece of sneaker history ended up on the MarketplaceÂ recently. The “Drunks” revolves around the reignition of the Don’t Do It campaign Consolidated launched trying to keep the major players in Corporate America out of Skateboarding. Taking a jab at how the synergy behind the SB brand was driven by the sneaker collector.
In an interview with Faux Ami (March 2007) Todd Bratrud, (who was Consolidated graphic artist at the time) explains how the friction began.
Oh yes I know the story behind it but I don’t know how much of a battle it is. Consolidated is trying to keep skateboarding pure, keeping it all skateboarding only – which makes sense. I completely agree with that and it is a good thing. But at the same time I half don’t really care – I mean not that I don’t care, it is just that skateboarding has changed so much over the years; as it has always been changing. It changes everyday. And Consolidated just did the same thing they were always doing: they saw what they didn’t like in skateboarding and try do what they can to change it. I don’t think (I can be wrong) but I don’t think it is anything personal against Nike necessarily. I think Nike is just getting their name used in Consolidateds’ little campaign as an example for a big company doing business in skateboarding which with them is the most recognizable thing I guess.
It started happening as a sales person at Nike called it or said something about Consolidated and Nike doing a project together – and that turned to this whole big thing – Consolidated got all upset about that.
Consolidated does not even know that. At that point I don’t wanted getting Nike and Consolidated in any more trouble so I left the whole Bruiser thing out of it – but there is a bunch of reasons why I chose these colors. There is a comic book called “The MAX” with a character, a burgular wearing a black blue and white scarf who is one of the first persons you see getting killed in the comic.(the shoes were originally supposed to come with a scarf) And I wanted so much to have this kind of scarf.