Forrest’s current position as an essentially unsponsored skateboarder can almost be understood as a direct challenge to the notion of “pro level” skateboarding being reason enough to secure an individual’s introduction into the professional ranks. It would seem that releasing a near constant stream of top-notch material paired with doing never been done tricks at internationally recognisable and historic skateboard spots isn’t necessarily enough any more to separate ones self from the ranks of the “flow-bros”. Prior to the last few years the role of the “flow skater” was established if unglamorous. It was the first stepping-stone to sponsorship, the stage before being ordained as a proper amateur team member. You got on flow, received free product and if you continued to produce footage that was deemed to be of a high enough level you were announced as an AM. There have always been flow guys within the industry but the big difference is that previously we most likely had no idea who they are until their official “welcome to team” announcement. How would we? We weren’t seeing any of their footage or photos because any third parties weren’t pushing them due to the fact that on paper they didn’t have any legitimate, official sponsorship deals.
With the advent of the independently filmed youtube clip anyone worldwide can see footage from young unsponsored or flow skaters through even the most cursory of googleings. The position of the flow rider has gone from being a behind the scenes industry only concern to becoming a legitimate third tier of sponsorship. We now know about skaters so much earlier in their progression than ever before. This exalting of the flow-rider is not unbeknownst to those running the brands, Think skateboards in particular have capitalised on the new name recognition of men that would previous to these industry changes been total unknowns through their “flow rippers” series of short online parts, the most recent of which featuring Matt Gottwig is worth a watch in particular. Think are essentially capable of getting the same exposure for their brand through a skater that was only previously available through conventional sponsorship deal but without having to make the same financial commitment that they would previously have had to. It’s probably a little reductive to present this change as exploitive as the flow guys are getting the coverage and association with a brand that is invaluable within the industry but that does not change the fact it is curious in and off its self as well as being symptomatic of this shift away from the established relationship between a skater and their sponsors.
To relate the changing landscape of sponsorship back to Edwards, one could understand him as maybe the first of a new breed of skateboarders. He does not have the explicit backing of any brand in particular but that is almost inconsequential, as he has made a brand of himself. The issue with this notion is that there is no obvious means for the average skater to financially support Edwards, as it remains impossible to buy anything with his name on it. Though, if one understands the roll of a brand to be raise the profile of a skateboarder then that relationship is in a sense redundant when it comes to Edwards, he is already a household name without a sponsorship deal and that is almost certainly a first. Of course there is still plenty of room for moving up the ranks in the old fashioned sense.
Stevie Perez’s part in Pretty Sweet is a perfect example of a young guy seemingly coming out of nowhere with one of the best parts in perhaps the most anticipated video of the last 5 years but one can’t help but feel he is almost the exception that proves the rule at this point, there is change in the air. This speculation could of course end up being entirely alarmist and the status quo could well remain in place but only time will tell and either way Edwards is going about creating a place for himself in an industry that has markedly different complexion than it had previously and if he carries on as he has started it looks like his next steps will be equal parts exciting, hilarious and fascinating. Skateboarding is dead, long live skateboarding.
