POP 367 Thursday 12 August 2010

Today's POP is Tui, she's LA-ving it.

If I summed up Los Angeles in seven words it would be the following: Sun, sand, sea, size (zero), steak, surfing and skateboarding, in that order and all at the same time. And could I have more of it PLEASE! What especially amazed me about LA was the Hurley office, part playground, part creative outlet, and a whole lot of fun. For the day it was transformed into Nike's HQ and after the grand tour of of the pop-up Nike imperium, we met the incredibly talented and handsome P-Rod, aka  Paul Rodriguez, the skateboard wiz behind Nike SB Paul Rodriguez. This is what he had to say about his new collection.

What was it like doing the commercial and working alongside Kobe Bryant and Ice Cube?
Paul Rodriguez: It was a true blessing. It’s so surreal hanging out with Kobe and Ice Cube. They were actually excited of being part of this! I’ve got to say it’s surreal.

Where did you get the idea for the commercial?
PR: Well that came from the people at NIKE. I’ve got to give them all the credit cause I’m not that creative (laughing). I think the whole story of that song kinda parallels with the world of skateboarding, not necessary facing the same things Ice Cube is talking about in the song but it parallels because as a skateboarder and streetskater especially, some days you go out and you get kicked out of every single spot. Cops will chase you, you get tickets, your board gets taken away, you get injured. It can be frustrating some days but then when you get that perfect day it is such a satisfying thing and you're so grateful for it.

You’ve got a lot of good days. I mean you’re able to launch your own shoes, you won the

X Games.
PR: Well the X Games, that was a blessing but with the product coming out and the commercial and everything just syncing perfectly together, it was a true blessing. I just focus on skateboarding, I love it so much, and these other pieces fall into place on their own and I can stay focused on actual practice. I can’t exactly say what my future is because I just try to focus on skating and being better at skateboarding.

Tell us about the process of the new shoe and the work behind it.
PR: My whole theory is stripping down to the essentials and using strictly what is useful for me rather than having all these eccentric over the top technology and crazy designs. I just wanted to strip it down and make it as good a skate shoe as possible. Of course there is still technology within the shoe. The shoe is strictly dedicated to the best shoe that I can possibly design for skating and I think we did a pretty good job with it. It's still got cushioning but it not too big where you don't have board feeling. Board feel is super important but at the same time I like to jump down stairs and that has always been a challenge.

Besides from skating what else inspires you?
PR: I'm a fan of hip-hop, of course, but I really don't have many hobbies outside skateboarding. I'm really boring when I'm not skating so I've got to say that hip-hop is my other influence.

www.nike.com/nikeskateboarding/v3

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