adidas Away Days

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The hour is near. Very near. So near in fact, that some of you reading this may have already seen it. We are talking, of course, about Away Days—the first true full-length from adidas Skateboarding (adidas released Diagonal in ’09 as a European team video, but Away Days is the first official global team video). Headed up by director Matt Irving; in turn flanked by filmers Chris Mulhern, Torsten Frank, and Justin Albert; then guided by photographers Sem Rubio and Zander Taketomo; and finally led by Skin Phillips and Jascha Muller, the finished product—Away Days—is set to premiere May 12. Having shot the video’s intro in Barcelona this past winter, Irving and a cross-section of the amazingly diverse team discuss the broader vision behind the imminent classic on the eve of its homecoming.
Words By Mackenzie Eisenhour

Body Varial and Hippy Jump Body Varial

Na-Kel Smith, Ollie body varial, Mark Gonzales, hippy jump body varial. PHOTO / Chami (click to enlarge)

“THE VIDEO IS GOING TO BE FUCKING EPIC, MATE! GONZ! BEING IN SPAIN WITH THE WHOLE TEAM WAS A TREAT. WE GOT TO ALL GET TOGETHER FOR THE FIRST TIME AND FINISH OFF LAST BITS FOR THE VIDEO OPENER. I’M BLESSED TO BE A PART OF IT! TRULY! THANKS, ADIDAS!”—Chewy Cannon

“I JUST WANT PEOPLE TO KNOW, FOR ME, IT’S NOT LIKE NIKE OR ANY OTHER GIANT COMPANY. IT’S ADIDAS. GROWING UP, ALL MY FAVORITE ATHLETES WERE WITH ADIDAS. THE FRENCH FOOTBALL TEAM IS WITH ADIDAS. IT’S [ZINEDINE] ZIDANE. TO BE INVOLVED WITH THEM IS STILL A DREAM COME TRUE.”—Lucas Puig from his Pro Spotlight in 2012

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Chewy Cannon, switch frontside boardslide gap out. PHOTO / Rubio (click to enlarge)

MATT IRVING, DIRECTOR

If you had to provide a mission statement for this, what would it be?
The biggest thing for Away Days was that we wanted it to be a collective effort. We have a pretty big media team. There are a lot of eyes and people behind the cameras and editors that we work with. We wanted this film to be representative of everybody, so I’m directing it, but then we have the three filmers/editors— Torsten Frank who did Diagonal [’09], Chris Mulhern who has done a lot of our web edits, and then Justin Albert. Torsten handles Europe, Justin handles the West Coast, Mulhern handles the East, but they all travel too. Those are the three main filmers. Then we have a network of other people involved. This guy Pierre Minhondo here at Juice works with me. 

And you guys [Juice] remain a separate entity from adidas?
Yeah. We’re the creative agency for adidas Skateboarding, and we have done all of their stuff—all the videos and everything—over the last nine years. We have a network of photographers too. Sem Rubio, who has been on staff for a long time; Zander Taketomo; Sam Muller; and of course Skin [Phillips] as well.

 

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Lucas Puig, fakie inward heelflip fakie manual. PHOTO / Rubio (click to enlarge)

Was the Away Days theme Skin’s idea? It’s from a soccer/football term, right?
Yeah. We were kicking around name ideas, and we were having a tough time coming up with anything. Skin, out of the blue, came up with this concept of “away days.” He had to explain it to us, as none of us knew anything about it, but basically there’s this whole subculture in the UK that stems from hardcore soccer fans. Away days are when you go to a rival team’s town to represent. It’s sort of the root of soccer hooliganism. So it related to adidas with the big soccer background, and if you look at the hashtag for “away days,” you see this whole aesthetic for it too with adidas shoes, Stone Island jackets, and Fred Perry polos. It also comes from this thing called the “casuals movement,” that was sort of this appropriation of more casual attire but worn in a specific way.

Is this video sort of the end result of the aesthetic that you guys have been cultivating all these years? It’s not a departure from that?
No, it’s not a departure from it. It’s an extension of what we’ve built through the web edits and print and all of it. Creatively it will have a consistent vibe, even if there is some diversity in it as well.

I feel like the adidas vibe has been very mature and subtle since the beginning. Even as far as the team. It has really taken the high road throughout. Like you never had that one rider get put on that was just for marketing to the lowest common denominator.
Yeah. There has always been a conscious effort on that front. We have always assumed that people watching are relatively savvy. They know what’s up. They don’t need to be marketed to in a hardcore way. In the end, what really matters is sitting down and watching five to seven minutes of legit skating. As far as the team, everyone kind of fits. And that’s from years and years of building and being very critical as to who gets added into the group. Jascha Muller is the team manager, and he and I have worked hand-in-hand on building it right. He’s also a co-creator on Away Days and helping out a ton.

 

Frontside Halfcab Flip

Gustav Tonnesen, frontside half-Cab flip. PHOTO / Chami (click to enlarge)

How was the Barcelona shoot? Was it crazy to have that many people out there at once?
The Barcelona shoot was the biggest shoot we have ever done. We had 23 skateboarders—the entire global and international teams. We had four filmers, three photographers, three team managers. It was insane. We would meet up every morning at Sants. Everyone would crew up there, then we would divide into three crews and head out for the day. Each crew would get a filmer. We did that for two weeks. We did 10 days and 10 days, so there were three crossover days for everybody.

The video will be out right around the same time as this issue and article, correct?
From what Jaime [Owens] and [Dave] Chami told me, the issue comes out in early May and then our premiere is on May 12. So just a few days before for subscribers, but about the same time for everybody globally.

Did you guys watch the recent Vans video [Propeller] and take notes from that? Is your approach similar or different?
I think for us it just meant it was time to step it up. Everyone knew we wouldn’t be doing this like the two-weeks city edits. Now we were going to spend three years filming these parts. Everyone has their own method to filming a part. Some are relatively planned out; others just react. For us, going into the forum of the full-length, I think you’re going to be criticized more than ever before for your output. I think it’s really important to still take the time to release those full-lengths. They will dry up. They will wither away. And in the end, it’s the things like Propeller that really stick in your mind. Those are the really big moments in history. If that goes away, we’re all going to be sitting around watching web edits. Then if that goes away, we’ll all be sitting around talking about Instagram edits.

 

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Dennis Busenitz, Smith grind gap to Smith grind. PHOTO / Rubio (click to enlarge)

Then Snapchat edits.
Pretty much. It’s going to be 15-second blasts, with nothing ever really standing out or having depth to it.

The shoe companies seem to be the main sources now for keeping the big-budget full-length alive.
I think they have always been a key part in skating, but I think that on the video side that really started with Menikmati [’00]. Everybody has their own perspective on when they started to matter, but to me, Menikmati was when shoe company videos really started to matter.

“I HAVE A BUNCH OF GOOD MEMORIES OF JUST SKATING WITH A GOOD CREW AT SOME OF THE BEST SPOTS, TRIPPING ON SKATING AND LIFE, FEELING FORTUNATE, AND JUST TRYING TO STAY OUT OF TROUBLE. AWAY DAYS MEANS HAVING AN OPPORTUNITY TO BE IN A VIDEO BACKED BY ADIDAS, AND WHEN A COMPANY LIKE THAT IS BEHIND YOU, YOU SHOULD PROBABLY GO FOR IT.”—Dennis Busenitz

Front Blunt

Jack Fardell, frontside blunt. PHOTO / Chami. (click to enlarge)

“THIS VIDEO MEANS A HELL OF A LOT TO ME. IT’S THE WHOLE ADIDAS TEAM PUTTING THEIR HEART AND SOUL INTO SOMETHING THEY LOVE THE MOST—SKATEBOARDING. I LOVE THAT.
IT HAS BEEN THE BEST EXPERIENCE OF MY LIFE, AND I’M EXTREMELY PROUD TO BE A PART OF IT.”—Jack Fardell

“BARCELONA WAS A LOT OF FUN. EVERYONE WAS FUCKING KILLING IT. WE LIKE TO BE NUMBER ONE AND HAVE FUN AT THE SAME TIME. WE TAKE OUR FOOTWEAR SERIOUS.”—Mark Gonzales

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Mark Suciu, switch kickflip backside tailslide frontside shove-it out. PHOTO / Taketomo (click to enlarge)

“THE VIDEO ITSELF IS A SNAPSHOT OF OUR SKATEBOARD LIVES OVER THE PAST THREE YEARS. IT’S REALLY COOL TO BE PART OF THIS PROJECT WITH ALL THE RAD DUDES WHO ARE PUTTING SO MUCH INTO THIS FILM. I THINK MATT [IRVING] HAS AN AMAZING EYE FOR QUALITY. HE UNDERSTANDS THE ART OF SUBTLENESS. HE DOESN’T NEED A LOT OF GLITTER TO SHOW HOW AMAZING SKATING IS. HE KEEPS IT RAW AND CLEAN”Silas Baxter-Neal

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Silas Baxter-Neal, switch backside tailslide. PHOTO / Rubio (click to enlarge)

AWAY DAYS AVAILABLE ON ITUNES

More from adidas: 

adidas Away Days Premiere Photos Los Angles

Roll Call: Jack Fardell

 

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Moment Of Clarity: Jack Fardell Roll Call

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Making a name for yourself these days is no trip to Cleveland. Dudes be really, really good. And almost everything is HBD (has been… yeah, you got it). But that doesn’t mean it’s impossible. Jack Fardell came out of Queanbeyan, Australia, a few years back and promptly did the impossible, literally. He frontside carved the long bench at China Banks, 50-50’d the rail Cardiel took a beating on, and landed himself covers of both TWS and Thrasher—fresh off the Koala boat. Adding to that, he even managed to land a spot on the legendary Antihero roster, a thing perhaps even more difficult than any NBD or mag cover. From there, the story only gets crazier. He departed Antihero, something so dangerous only Bob Burnquist had done so previously wearing a parachute—then proceeded to shack up with Louie at enjoi and Skin and Gonz at adidas. He’s now on the cusp of dropping his part in Away Days (premiering this May) and a happily married man—so we sat down for a conversation to get the full story of his exploits.-Mackenzie Eisenhour
Portrait By Dave Chami

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Frontside nosegrind. Barcelona, Spain. PHOTO / Rubio (click to enlarge)

How’s it going, Jack?
Everything’s good. Just busy. Away Days is coming up, so everybody is going crazy for the video—skating our asses off.

Is it definitely parts for each of you as far as the format?
I probably shouldn’t give away all the surprises, but it’s definitely parts, with some other cool shit in between. I think they want to make it a little different, so it’s not just the usual skate-video format.

Do you approach it focusing on your part, or do you just sort of head out skating like usual?
Definitely focusing on it as a video part. Going out every day. Planning spots. Planning tricks that I want to get. Trying to think how I could do something differently or gnarlier. I just beat my own ass every day.

It’s a heavy lineup to picture having a part in.
It’s crazy. There are so many heavies on the team. Obviously Gonz. Lucas [Puig], Dennis Busenitz, Silas [Baxter-Neal], [Mark] Suciu, Miles [Silvas], [Rodrigo] TX, Jake Donnelly. Gonz alone has got such sick footage. Everyone is going to be to stoked watching what Gonz has.

Was this kind of your first experience being around him?
More or less. I had met him before, but filming for this video, we went on a trip to Barcelona together and it’s so much fun skating with him. We skated that big wave near the water [underneath Forum], and he’s just so amped. He just wants to go and go. I feel like I have pretty high energy like that as well, so it’s so fun. He’s just nonstop, like, “Let’s do this, let’s do doubles, let me film you on my iPad…” I’m just like, “Hell yeah.” It’s so much fun. You’ll be pushing down the street as fast as you can next to Mark Gonzales and you just have that moment like, “Holy shit. I’m actually here right now. I’m on adidas and I’m pushing next to Gonz.”

Moment of clarity.
Yeah. It’s pretty rad.

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Backside tailbash. Barcelona, Spain. PHOTO / Taketomo. (click to enlarge)

We’re about three and a half years from being in the Olympics [Tokyo 2020]. Opinion?
I don’t know. Everyone seems to have such a strong opinion. It’s either, “Oh, it’s a great thing for skateboarding,” or it’s, “The Olympics suck.” I don’t want to be the cool guy going, “It sucks,” or the athlete cheering for it. I don’t know. I’m just neutral. I think that skateboarding is going in a direction where it was inevitable for it to happen. I don’t really see how it could be the most terrible thing to ever happen to skateboarding. But who knows?

If anything it seems the more that Street League has come up, the harder the alternatives got pronounced. Almost like it feeds the non-athlete side of it even more. Whichever side you fall on.
Exactly. You can go into the financial side too. The reality is that big contests and things like that are where people are putting money back into skateboarding. They might not be doing it for skateboarding’s sake or have the best intentions or whatever. But it’s still going back to skateboarding, and it benefits it in the long run. Everyone still has jobs. Another positive thing about it is you go street skating now. And in Los Angeles maybe six years ago you would go street skating and you would pretty much be in handcuffs with your face to the ground half the time. Now it’s like, “Oh hey, do you know this guy? I saw him on Street League,” or “Oh, you guys are trying to film this? All right, 10 minutes. Come on. Get it. Let’s see you do it.” That’s a positive to me. Honestly, two months ago, I was at the spot and the security guy came out. The spot was basically divided between the sidewalk and a hotel. The security guard from the hotel was like, “You can’t skate here.” Whatever, we got in this massive argument. He calls the cops. The cops show up. And I’m going, “Look, I’m on the sidewalk here. I’m not touching hotel property.” The cop goes over to the security guard and tells him, “You can’t tell him not to skate here. He can skate here as long as he wants. I want to see him get his trick. You have no right to tell him not to skate. He’s a public citizen doing his job. Leave him alone.” Stuff like that makes it positive to me.

That’s a rad cop. Can I dig a little deeper into what made you leave Antihero? You mentioned people not having morals. I thought it was interesting since most people think of Australian skaters as pretty rugged. What kind of morals crossed the line?
It’s a complicated one. I don’t really want to name names and do the whole thing. Growing up as a kid skating bowls in Australia, seeing the things that those dudes did—Cardiel, Julien, or Trujillo. Those dudes are the best, you know? Antihero is the sickest. But I can’t just watch someone walk down the street and just spit on some random human and then try to start a fight with them for no reason. Yeah, Australians are rugged. They drink and get into bar fights all the time. But they shake hands afterwards and there was a reason for it. Not just starting it to be a show-off. I don’t know. I don’t even really want to talk about it. As far as morals though, I’m a respectful human. I have heart for people. I’m not trying to make other people’s lives more miserable. Those guys probably have the same feelings. It’s just in the moment, like, “Everyone’s around. I’ve had two beers. I’m gonna do this because it’s probably gonna look rad.”

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Backside feeble grind to backside lipslide. Thousand Oaks, CA. PHOTO / O’Meally (click to enlarge)

Dave Chami seems to have been pretty pivotal in getting you on adidas and enjoi. Does he get some royalties from your paychecks?
[Laughs] I always buy him a nice bottle of whiskey. Definitely after he got me the cover of TransWorld [February 2014 issue], I went and bought him a nice bottle.

I think you earned that one fair and square. That was gnarly [China Banks big bench carve].
Yeah. But it still works both ways. Dave’s one of my best mates. He was a groomsman at my wedding. Without Dave… he got me my first cover in the States. That’s such a big thing for anyone. But especially me just having moved from Australia. It was like my third or fourth photo ever published in TransWorld, and it was a cover. It helped so much with getting on adidas. He’s a great friend. He’s a great dude. He’s the best photographer ever.

We got into it a little, but skating seems as fractured as ever between the athletic side and the no-comply Chuck Taylor rolled-up beanie clicks. Will it just keep splitting, or will one side of the vine die?
I think people just like watching people skate. So these VX videos now getting back to fisheye and being as close to the skater as you can possibly be without touching them, they’re just jamming down the street, going fast, and street skating. People like it because they just want to feel like they’re skating themselves. Having fun doing it. Then the competitive side, where people are watching Street League or the hardest possible skateboarding I think is more geared towards watching just these incredible feats. I think it’s good to have both. It’s good to have different outlets. I feel like I’m lucky because I love filming video parts. I love beating myself into the ground for it. It’s the best feeling getting home just bleeding everywhere. But then I can go skate a bowl contest too, and you just want to go crazy with everyone there. It’s good to have different outlets for it. If it were all the same all the time, either way it would get boring. Everybody can do whatever they want. That’s why we skateboard.

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Frontside Ollie. Barcelona, Spain. PHOTO / Rubio. (click to enlarge)

I guess the ATV label would be an obvious one for you. Who would you say represents the ideal hybrid?
Gonz. Have you seen him do a frontside invert? Holy hell. He holds it for like 10 seconds. And then he boardslides the longest rails ever. Still.

How is marriage treating you?
Awesome. She’s American. From the East Coast originally. We met in San Francisco then moved to LA together. She’s super supportive.

Kids?
One day. I gotta finish this video part first [laughs].

All-time best style?
Gonz, Cards, AVE.

Check out more from adidas:

adidas Skateboarding Away Days Trailer

adidas Away Days Clips and Global Tour Dates

 

 

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adidas Away Days Premiere Photos

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adidas’ first ever full-length video Away Days premiered last night in Los Angeles. The venue was packed, the back parking lot hosted the pre and after party, Snoop Dogg was the host, and the video was incredible! An hour long, Lucas has the first part, Dennis has the last, and the crowd was surprised with the news that MJ and Daewon are on the team now too! No more spoilers, go out and see a premiere near you and pick up a digital copy on May 30! Congrats to everyone involved in this project, you all killed it.

Photos / @jaimeowns @blair.alley

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