DC Shoes' Chris Cole model outfitted with new DC shoes' technology. Is it just me or does the video make an attempt to spoof Eric Koston's interview with Nike. Where Koston plays the role of ambassador to skaters regarding Nike's Lunarlon and other shoe technologies.
Accompanying the video is a description of the shoe by DC:
Designed and tested by Chris Cole, the Chris Cole Lite S is "a better shoe for a better skater." Built with DC's standard setting technologies, including Unilite and Super Suede, the benefits of technology have been rediscovered and packaged into this cleaner designed, more advanced skate shoe.