Skate videos have come a long way since the days of capturing legendary skaters Christian Hosoi and Tony Alva with a VHS camcorder. Burn Energy Drink and Coca-Cola bring us a visually stunning short film featuring American pro skaters Steve Bera and Luis Tolentino joining Mexican skaters Jesus Gonzalez, Eder Martinez, Mario Saenz and Angel Santiago literally burning up the streets of Mexico City. The video is directed by Garth Davis.
We've run across a few comments where people feel like Coca-Cola exploited the skaters and that Steve and Luis sold out. Why is it that Kobe Bryant can sell Coca-Cola, but as soon as an action sports athlete endorses a major brand, they're a sell-out? Being a part of a mainstream brand campaign that is highly creative and well-produced—plus getting to showcase the thing you love to do the most—is definitely alright in our book. Exploitation? We look at it more as action sports finally getting the recognition it deserves and brands finally allocating the time and money to produce a video as sick as "Ride."