Mainstreamified Masochism

Aug 18, 2008 03:06 AM

Should we support the idea that a brand’s roots, involvement in, and connection to snowboarding don’t matter?

Should we say, “hey, you haven’t given a shit about snowboarding for 30 years and your lycra-clad board of directors still don’t give a shit about snowboarding now, but that’s cool, come on in and make some money off us”?

If you think the logo on a snowboard boot doesn’t matter, do you think snowboarders will continue to care about the logo above the shop door?

If the logo on a boot doesn’t matter, will snowboarders start heading down to the super-sized-sporting-goods-mega-store next to Wal-Mart to pick up their shiny, new snowboard while they are buying an aerobic outfit for mom, a new volleyball for little sister, and some shotgun shells for dad?

Does it matter to us if snowboard brands are reduced to running shoes and Speedos?