One of the things we focus on at SecretPenguin is making legit stuff for “youth culture”. I feel stupid even categorizing my friends and I like that. But there are too many Ad Execs that take skateboarding and our “lifestyle” and completely misrepresent it.

Even some of the larger companies that you think would do just a bit of research could get it right. But Cisco completely missed it, Target completely missed it, even Mountain Dew missed it, and just about every other company missed it.

If you’re not a skateboarder and you’re looking at the links above and don’t get why they are horrible representations of skateboarding, then it’s important to research it and hire a place that knows skateboarding and it’s culture before using it in advertising.

When I was a Freshman in high school, they used to let all the skateboarders out 5 minutes early to avoid fights, I’ve gotten jumped by a car full of guys because I was skateboarding, I’ve been handcuffed and thrown up against a building for skateboarding down the street heading somewhere, and I’ve had guns pulled on me because some guys didn’t like skateboarders. You have to understand, this is a tight group of people that were rejected for so long and recently over the past few years are being noticed.

And now that it is popular, people want to use it to promote their brand. And I’m fine with that, but at least have the decency and respect of doing a little research and getting it right.

A while back I agreed to do a skateboard photoshoot for some friends at Bozell for Alegent Health. The only reason I agreed to it was because I knew the people and I knew they would do it right… and most importantly, wanted to do it right.

I was able to choose what I wore, not wear full pads, and approve the photo.

I think they did a good job, and I’m really thankful that they were open and respectful to skateboarding.