Skateboarding
Watch Emerica's "MADE Chapter 2" in Full on RBTV
You don't want to miss Jon Miner's swan song for skateboarding's hardest footwear brand. Enjoy it right now on Red Bull TV.
3 min
Watch all of Emerica's Made: Chapter 2
Jon Miner's swansong for skateboarding's hardest footwear brand just fires and fires!
Consider, if you will, the relentless demands ofskate video making when you are in the California cauldron. There are multiple brands competing to own the attention of skaters around the world by delivering shock-and-awe to the eyeballs — not just board brands, but shoe brands, clothing labels, wheel makers, etc., the list goes on.
With every release, the ante goes up. Remember how Plan B's "Questionable" made every release for the next 18 months seem irrelevant?
Justin Figueroa, smith grind
© Atiba Jefferson
Jon Dickson, kickflip
© Atiba Jefferson
Jerry Hsu, backside nollie to switch crooks
© Atiba Jefferson
The engine room
© Atiba Jefferson
Shoe companies, in some senses, have the highest demands of all. Their profits translate into production budget and they can cherry-pick talent from across the spectrum of board companies. So, over delivering has become the norm. Failing to do so has had tangible repercussions — for example, after Nike SB's "Nothing But The Truth" release, the brand abandoned full-length video premieres entirely.
Emerica have long held the top mantle spot amongst skateboarding's gnarliest shoe company roster. In "MADE Chapter 2" they have over-delivered yet again. Stylistically, Jon Miner's final production for the brand is like a concept album washed in their signature green hue and edited to filter out any sense of softness.
3 min
Watch all of Emerica's Made: Chapter 2
Jon Miner's swansong for skateboarding's hardest footwear brand just fires and fires!
"MADE Chapter 2" is stone-cold superb, and it's right here on Red Bull TVfor you to savor, right now.