Don't Do It Consolidated
2002, 12 minutes
Current Rating: 3 out of 5 stars
Consolidatedís Don't Do It video is basically an extension of the company's campaign against corporate involvement in skateboarding. The 12-minute looping promo features mostly throw away footage set to a vocal narration. Topics are centered on supporting your local skateshop and boycotting corporate involvement in skateboarding.
May 22, 2003
The premise of the Don't Do It promo is simple: support skater owned companies and boycott corporate brands trying to milk skateboardingís popularity. The skating is pretty forgettable but then again, thatís not the point of the video. The narration gives a brief description on how the skateboarding industry evolved into its present form. It goes on to accuse Nike (in particular) of using the skateboarding industry as an avenue to make money. It's a very complicated issue. What's confusing for me is the fact that I've seen Consolidated products in some pretty questionable outlets. Mainly, a chain store known as "Blades." Yes, as in roller blades. Whatever the case may be, Don't Do It is a must see for anyone who disdains the suit and ties that are exploiting skateboarding.