To do, or not to do (it): Baby, Take It Off!

posted by / Blogs / August 6, 2012

Nike's (and Santa Cruz's) Frankie D'Andrea, bottom left, all support and smiles during Julian Wilson's victory at the US Open. There's no way he could be a "Don't Do It" mole…could he? Photo: Jimmicane
Nike’s (and Santa Cruz’s) Frankie D’Andrea, bottom left, all support and smiles during Julian Wilson’s victory at the US Open. There’s no way he could be a “Don’t Do It” mole…could he? Photo: Jimmicane

 

Baby Take It Off!

The Nike US Open of Surfing presented by Hurley and Converse has just ended and what a show! Hundreds of thousands of people packed the sands of Huntington Beach to witness progressive surfing, skateboarding and music. They painted their bodies with dirty messages and phone numbers to do dirty things. They jostled for iPhone pictures of their heroes. They stood in snaking hot line for flashlight Guess rings and hockey pucks.

Thousands more packed the Shorebreak Hotel’s Zimzala restaurant, drinking Pacifico and watching the sun set through bleary, over-partied eyes. Nike, alongside Hurley and Converse, throws the party of the year. It is undeniable. It is beautiful capitalism.

Yet not all who party are happy, for a movement has grown out of the peaty Santa Cruz soil and it is called the Don’t Do It Foundation. Their mission statement reads that the surf, skate and snow industries were born out of passion and that, “These passionate hands are what nurtures and guides the industries to grow on the proper path.” And Nike is not included in birthing the passion. Nike is seen as an ugly interloper from Beaverton, Oregon that does not know the heart of surf. They should, as the thinking goes, be expunged. The collective surf body should, as the thinking goes, thumb its nose at everything Nike makes and everything Nike stands for. The Don’t Do It Foundation even hired airplanes to fly over the U.S. Open of Surfing finals trailing banners that screamed “Don’t Do It” and had young girls on the beach handing out stickers that screamed the same.

Alongside the anger, there is a pulsing vein of conspiracy theory related to the US Open of Surfing. Julian Wilson, who rides for Nike, won. Lakey Peterson, who rides for Nike, won too. Miguel Pupo, who is sponsored by Hurley, was in the final. Hurley is owned by Nike. Etc. The Don’t Do It Foundation is not happy. It is not happy about any of this.

But. What if the Don’t Do It Foundation is all wrong? What if they are a pack of Santa Cruz luddites riding weird Pearson’s Arrows and watching The Kill 2 on VHS? What if making a damned dollar is not wrong? What if our beloved surf has evolved? What if Nike cares about progress? What if Nike simply does an Olympic-esque job at giving athletes what they need to succeed and what if that is why they win?

Nike is a master of athletic preparation. The Nike surfers eat the healthy food of world-renowned chefs. They receive massages, acupuncture, physical therapy and training from only the best. And the best team manager in all of surfing, Frankie D’Andrea, oversees all. Frankie is a gentle and caring father-figure. He is a handsome Italian with smiling eyes, sometimes a full beard, a strong jaw, a firm handshake, which he often bypasses to give an even firmer hug. He treats Nike’s surf team like his own sweet children. He gives them the world and they perform for him.

But. In a cinematic twist, Frankie D’Andrea is also from Santa Cruz. He grew in the same peaty Santa Cruz soil that brought us the Don’t Do It Foundation. And what if he is part of it? What if he is a founding member? What if, this coming North Shore season, he shaves Julian Wilson’s gorgeous hair and loses Kolohe Andino’s quiver and slips laxatives into each and every healthy world-renowned chef prepared meal? What if Frankie D’Andrea has spent the last three years of his life building Nike’s surf team to greatness only to sabotage it once the world’s lens is firmly fixed?

There is much to wonder and if Oliver Stone has taught us anything it is that the more complex the conspiracy theory, the more likely it is to be true. Santa Cruz has been responsible for stylistic evil in the surf world before (see super baggy hooded sweatshirts, oversized grey Toyota Tundras with camper shells and other mid-90s blunders), but I cast my lot with the beautiful capitalists and I can only hope that Frankie D’Andrea has too.

Editor’s Note: Let us make it painfully clear that the stuff about Frankie D’Andrea being a mole or possibly working for the Don’t Do It Foundation was a joke. Not true! Silly humor, that’s all. Most people got it. They laughed. Some of you did not get it. Why don’t you go ahead and join us and have a chuckle. All the other stuff about him being awesome and a terrific TM were spot on. That is all.

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58 Responses to “To do, or not to do (it): Baby, Take It Off!”

  1. Mik says:

    man, those NIKE skate shoes are badass. so was the contest surfing.

    ev’s.

    (short for whatever)………

  2. Brittany says:

    “Nike is a master of athletic preparation. The Nike surfers eat the healthy food of world-renowned chefs. They receive massages, acupuncture, physical therapy and training from only the best. And the best team manager in all of surfing, Frankie D’Andrea, oversees all. Frankie is a gentle and caring father-figure. He is a handsome Italian with smiling eyes, sometimes a full beard, a strong jaw, a firm handshake, which he often bypasses to give an even firmer hug. He treats Nike’s surf team like his own sweet children. He gives them the world and they perform for him.”
    That’s great that these people get to live like that, what about the people in Indonesia that slave away for 14 hours a day 6 days a week sick or not, getting beaten for going too slow or if they put up a fight to no longer work. http://youtu.be/M5uYCWVfuPQ

    It’s a good feeling knowing that 6 people have this much effect on such an “Olympic-esque” competition.

  3. Brittany says:

    P.S. NOT WRONG NIKE IS HURLEY, NIKE IS CONVERSE.

    Acquisitions

    As of November 2008, Nike, Inc. owns four key subsidiaries: Cole Haan, Hurley International, Converse Inc. and Umbro. Nike’s first acquisition was the upscale footwear company Cole Haan in 1988. In February 2002, Nike bought surf apparel company Hurley International from founder Bob Hurley.[14] In July 2003, Nike paid US$309 million to acquire Converse Inc., makers of the iconic Chuck Taylor All Stars sneakers.[15] On March 3, 2008, Nike acquired sports apparel supplier Umbro, known as the manufacturers of the England national football team’s kit, in a deal said to be worth £285 million (about US$600 million).[16] Other subsidiaries previously owned and subsequently sold by Nike include Bauer Hockey and Starter.[17]
    http://en.wikipedia.org/wiki/NIKE#Acquisitions

  4. Birdo says:

    I don’t think there is any conspiracy in regards to the US Open Of Surfing results. I think the campaign is pretty simple. The Surf, Skate and Snowboard industry was built by passionate surfers, skaters and snowboarders. They should be the ones that own and direct it. Nike has a passionate story on the track, stay there. We need surf and skate shops and companies owned by surfers, skater and snowboarders. Not by corps with no roots, distributed by chains and box stores with no roots either. You talk about EVOLUTION? I think history has shown that surfers are capable of EVOLVING their sport on their own.

    Here is another link to an article in TWS Business that explains the Don’t Do It Foundation a little more clearly…
    http://business.transworld.net/104001/features/the-dont-do-it-foundation-fighting-to-save-specialty-retailers/

  5. snatch dragon says:

    very convenient that you leave out the fact that nike forces magazines to censor other companies advertisements. how about a little respect for you readers here? why don’t you tell them the truth: nike tells you what you can and cannot print even if another company is buying the ad space. you call that capitalism? thats your idea of a free market? your a liar. when the state(in this case, the media) is controlled by corporations, it’s called fascism. point blank, your a liar and your lying for money which makes you, by definition, a sellout.

  6. Tom says:

    Man, it is great to hear that they actually got a plain to fly over the event! Glad to see they are spreading the word in a very effective way. Nike is taking money away from the OGs in the sport. It is devastating to hear that Nike owns Converse and Hurley… When will the horror end?

  7. Dr Death says:

    Dont Do It!!!!

    WINNING

  8. Chris says:

    Dude how much did Nike pay you to write this shit…
    You can trash our beliefs but you’ll never kill our passion!
    DONT DO IT! DONT DO IT! DONT DO IT! DONT DO IT!

  9. Andy says:

    Funny how the article didnt mention how Don’t Do It pickets were taken away, and people with DDI stencils were removed from the event. How awesome for the small number of riders that nike will sponsor, not great for the core companies that built the sports,, no other sponsors were allowed to promote their company. DONT DO IT!!!

  10. Thomas says:

    “But. In a cinematic twist, Frankie D’Andrea is also from Santa Cruz. He grew in the same peaty Santa Cruz soil that brought us the Don’t Do It Foundation. And what if he is part of it? What if he is a founding member? What if, this coming North Shore season, he shaves Julian Wilson’s gorgeous hair and loses Kolohe Andino’s quiver and slips laxatives into each and every healthy world-renowned chef prepared meal? What if Frankie D’Andrea has spent the last three years of his life building Nike’s surf team to greatness only to sabotage it once the world’s lens is firmly fixed?”

    I don’t know if this is sarcasm, dry humor, or if your mind really is that disconnected.

    It’s common to hate what you don’t understand and this article only proves that theory to be correct. You obviously do not have the slightest idea of what the Don’t Do It movement is about and are so diluted that you can’t even understand that it exists to protect what you claim to love so much.

    It appears that those who believe what you believe are slowly becoming the minority. Tsk Tsk. http://dontdoitfoundation.org/images/dontdoit-surfers.jpg

    “Nike is a master of athletic preparation. The Nike surfers eat the healthy food of world-renowned chefs. They receive massages, acupuncture, physical therapy and training from only the best. And the best team manager in all of surfing, Frankie D’Andrea, oversees all. Frankie is a gentle and caring father-figure. He is a handsome Italian with smiling eyes, sometimes a full beard, a strong jaw, a firm handshake, which he often bypasses to give an even firmer hug. He treats Nike’s surf team like his own sweet children. He gives them the world and they perform for him.”

    The fact that they do this for their athletes and not the ones who actually make their product makes it even worse and should make everyone sick.

    PS..go back to school. People call this journalism?

    The Don’t Do It Army is winning and that of which is created out of passion cannot be stopped.

  11. Nate says:

    Keep it core!

    Don’t Do It!

  12. sam says:

    Frankie’s actually a friend of mine and calling him a mole is pretty stupid.

    I don’t understand “Don’t Do it”?, Seems like they just have a beef with Nike? Who cares! Nike wants to throw millions of dollars at teenagers and fly them all over the world to make some of the sickest content anyone has ever seen, boo, that’s bad, evil corporations. Nike failed once at getting into surfing but they’ve obviously learned from their mistake. I see nothing wrong with giving progression a little boost. It’s like being against computers because the guy who make type writer ink is gonna go outta business.

  13. Rex says:

    Don’t Do It Foundation: 1
    Nike Us Open of Surfing: 0

  14. max says:

    wonder what surfing mags bonus was from nike to write this article, speaks volumes on their domination of the industry, how come every year Hurley/Nike riders are pushed through heats in this event, Did Julian really beat John John in the quarters with that sloppy wave? NO. its not just a coincidence people! money is everything and its a shame Nike has brought that mentality to surfing…. so long golden times

  15. Rob brodman says:

    How can an art with such a soulful history be so quick to turn it over to the greedy corprocrats that suck soul and spit it out into techno color puke all over the pages of the rags that promote it. It shouldn’t really matter because all the rags are owned by one printer. That’s why they feel that all the manufacturers should be too. DON’T DO IT!!!!!!

  16. Igor says:

    Don’t do it has been around for years and it had traction at first (2005 or so) but Nike pulled back and recalibrated their game plan to get back in the game, which they’re doing a great job of now. Can’t stop progress.

  17. Cube4life says:

    Sam, so you feel it is justified for a guy who has put his blood,sweat, and tears in to a a product/industry for 20,30,40 years only to have a faceless,emotionless corporation come in and run him out of business ok?

    You must be from a major city as i have never seen someone with no sense of the word “community” as you have displayed. Communities thrive on mom and pop shops and if you take those away, it effects everyone more then you think.

    But at least you can go to Big 5/Dicks sporting goods and get a sick vid out of it bra!

  18. Snatch dragon put on a clinic! says:

    Why can’t Surfing support itself? Why can’t skateboarding support itself? Don’t buy someone else’s passion and plug it into your machine! So much more about being FOR OUR INDUSTRIES THAN BEING AGAINST NIKE. I’ll call you on your shit! Please call me on mine!

  19. Snatch dragon put on a clinic! says:

    YouTube This – Nike Sweatshops: Behind The Swoosh 16:34 So Fucking Awesome! WATCH THIS!!!!

  20. Mik says:

    a job in the surf industry is a good job. Hurley is a rad company to work for. i buy whatever i want to. i was born here, but i like Japanese cars. freedom is a happy thing.

  21. Snatch dragon put on a clinic! says:

    Don’t kook out!

  22. StevieB says:

    Now that Nike has their own magazine (What Youth) they don’t need Surfing anymore anyway. Wah wah wah.

  23. RohanA says:

    Don’t Do it!

    Support the independent/small people/company’s of our boarding world….

  24. Teal Ergang says:

    And the surfers signing with Nike? The enablers? Or place blame on the agents whispering in the athlete’s ear or the “Just Do It” sign that these athletes cannot help but glance at when contemplating the X______________.

  25. IsoceleseTriangle says:

    What, no wrath for the red bullseye of Tarjay?
    The bad boy poster Anti-corposurfing company of years gone by, Hollister, must be stoked to have that off their back for now.
    Newsflash– we’re all sellout’s aiding and abetting corporations in one way or another, if you think not you are a hypocrite.
    Get off the holier than thou trip or start from scratch and go live off the land, naked, in a deep forest, killing your food with bare hands if you want to get on the holier than thou pulpit and spew this bullshit.
    Thank you …

  26. Snatch dragon put on a clinic! says:

    Generations man! Young kids who don’t even flinch when they see large corporations with no heart trying to look like they have heart. No Heart! Just money and they want more of it! And they’re Coming for your’s! Are you gonna give it up? The consumer ultimately has the power to determine what’s successful and thrives in an industry. Rise to the occasion young bucks! Yeah, looking in depth and drawing an educated conclusion takes work these days, I know… You wanna be a part of what you’re into? Stand up for it! Or you’ll fall for anything. There is a back story, a current story and a future agenda for corporate involvment in your passion! Know it. Indifferent? Please step aside the line forms that way. The hardcore always stay in tune. The insecure get chewed up and $pit out. Get rad and grow up. Get a job in the industry and thrive. OR learn how to do something else that you enjoy and get a job doing that. Make it take it.

  27. Snatch dragon put on a clinic! says:

    It’s not holier than thou. It’s a global economy. We’re a part of it. On a local scale, lots of people who have invested a great deal to build their local scene and or provide a shop to supply products are being jeopardized and in many cases already run out of business by corporate involvment. I live in a farm and do kill my food. I’m thankful for every bit of it! A lot of my family also serves in the military for your’s and my right to bitch on the Internet. My integrity is intact.

  28. dash says:

    That is the worst headline I’ve ever seen! Don’t you guys have an editor? Actually the whole article seems like it was written 5 minutes before a deadline…

  29. You Barns says:

    SUPRA FOOTWEAR FLEW THE “Don’t Do IT!” FLAGS

    Sheesh, do some investigating industry guy.

  30. Birdo says:

    @Igor comment #16 “Don’t do it has been around for years and it had traction at first (2005 or so) but Nike pulled back and recalibrated their game plan to get back in the game, which they’re doing a great job of now. Can’t stop progress.”

    They re calibrated and decided they need to control the media. This is an email I got in 2006. And since then the Don’t Do It has been blocked by them everywhere they can.

    The Email-
    Hey birdo – I was talking to XXXX today and he said I should talk to you about your next ad. We can’t run a don’t do it ad or any anti nike shit this time, because we have finally sold out and have a nike ad this issue. And their stipulation was they didn’t want it to run with any of your guys don’t do it ads, which is what XXXX told me you were going to run this time. I guess XXXX’s started working with you lately but all this nike shit was worked out while he was in europe and he didn’t know about any of it until today.

    I know you guys have supported us for a long time and we don’t want to be dicks, but if you can just get us a normal skate ad for at least this issue, that would be cool. I don’t like to censor ads or tell our advertisers what they can and cannot run in their ad, but in this case we’re purely selling out I don’t think nike is gonna advertise with us every issue but since we’re trying to kiss their ass and tap into their lucrative ad budget, we need to be nice to them. Anyway thanks, and sorry. We know it’s the evil thing to do but we’re not going to pretend that we don’t want their money. – XXXXX

  31. Get real says:

    Is Nike making surfboards that are forcing local shapers out of business? If not, what’s all the bitching about? Local shapers are the core of our surf community. The “surf, skate and snow industries”- not so much. These are the same publicly-traded, made-in-China, marketed-to-Iowa brands that everyone used to complain about before Nike got involved in surfing. Now, we’re lobbying to give them protected status? Give me a break.

  32. Jesse says:

    Haha damn, this is mildly entertaining :)

  33. The DDIA cannot be stopped says:

    The bottom line is the Don’t Do It Army cannot be stopped. It cannot be stopped because it is fueled by passion and the love for these industries. The movement cares deeply about the future of what is to come and with these large sporting good companies dictating the path the industries are now following will only will lead to its destruction. We are slowing seeing that happening now.

    RIP ES
    RIP DVS

    It’s not a complex issue! We need to stop accepting companies that are simply buying in only to let it get sold out! They can try what they want..but you vote with your wallet and it is the consumer who dictates which companies succeed and which companies falter.

    SURF COMPANIES BY SURFERS.
    SKATEBOARD COMPANIES BY SKATEBOARDERS
    SNOWBOARD COMPANIES BY SNOWBOARDERS

    I hope after all is said and done and Nike (Converse & Hurley) pull the plug all the companies who fought back and said the Don’t Do It Army was bullshit sees the fruit of what they asked for..because we told you. It’s your choice to listen.

  34. Snatch dragon put on a clinic! says:

    Fucking crazy.

  35. Listen Up Fools says:

    You can blame the athletes, they are just as guilty for being so greedy. When the athletes accept the contracts from Nike for the big payout, they are leading the way to the end of the era. If the best athletes said “Hell No” to Nike it would send a message that the sports need to stay within the hands of the souls that built it. Pretty Simple.

  36. Marty says:

    All about winning & the money…

  37. Adam says:

    The whole surf industry is about to have what happened to skateboarding in the late 80′s. Its going to crash. Big companies, small companies they are all feeling the pressure.

  38. BK says:

    Wake up and come out fighting. Let them know you don’t want it! Tell your shop. Write to the editor of the magazines! Go to Dontdoitfoundation.org to get the cold hard facts. The longer you wait, the tighter the chokehold will get. It’s absurd and completely senseless that a letter like the one Birdo put up even exists. Assisted Suicide… Where I live, I see and hear about much of Nike’s agenda with skateboarding. It’s money driven. Period. “It’s a side project with potential to grow.” The way I see it, you and I are that “potential”. I’m beyond motivated to give my support and money to those who I know, respect and trust to do the right thing ( not the evil thing…) to allow something that I care so much about to thrive and continue to write it’s own ticket. For a lot of older riders, we have the past to remember and appreciate. The new normal and the new past being created is painful to witness. Every opinion counts. Let your’s be known next generation! Know what you’re doing. Don’t just numb out and let some corporation spoofers you. Stand tall. Be a part of it instead of apart of it. YouTube Nike Sweatshops : Behind the Swoosh and watch it. Along with the many industry related reasons to not support Nike’s involvement. This video speaks for many who don’t get the choice to “Don’t Do It”. It also shows the lack of consideration and integrity that Nike displays when simply asked to explain their practices. And yeah, I know… Dude, there’s so much fucked up stuff going on that you probably support without knowing it….! Trust me, I do my best. One person. One effort. Are you down?! Don’t regret the person you could’ve been.

  39. BK says:

    *Don’t let some corporation Spoonfeed you!* Autospell thinks I wanted to say “Spoofers”. Which in some circles most likely means something totally different. Sorry for the confusion… Carry on. Not doing it…

  40. marc says:

    Keep the surfing industry in the hands of surfers.

    Don’t do it for life

    Spread the word

  41. BK says:

    Can those who support Corporate involvment in our industries explain why so?Nike knows exactly what they are doing! Do you?

  42. #samhasnofriends says:

    Pretty sure Frankie D is boys with the whole crew at ING. Sam’s a mole haha…….. #samgotfiredfromING #okpushedout #samething

  43. BKNY says:

    To the members/followers/lost brainwashed souls of Don’t Do It,

    Don’t drink the red juice. Wait, actually…. indulge yourselves.

  44. StevieBurwrong says:

    Nike needs Surfing Magazine and its website because the one they own “what youth” put’s out 5,000 magazines every four months ( maybe?) and averages 500 people a day to the site (that should grow now with this post. Your welcome Nike). So until Nike figures out media they are going to still need the core publications.

  45. BK says:

    A lot of those you call brainwashed are veteran rippers who spilled blood and worked tirelessly to build these industries. Show some respect. Have to ask, do you even know what you’re talking about?

  46. Cube4life says:

    It`s easy to see in the comments that the people who don`t care about Nike in passion driven industries, have probably just started Surfing or Skateboarding and don`t know any better or even care cause they will just move on to Mountain biking or Wake boarding, or whatever other “sport” is trendy in the near future.

    Must be pretty shitty to have no identity and leech onto the trends of the moment.

  47. Leticia says:

    @Stevie Burwrong.
    “Nike needs Surfing Magazine and its website because the one they own “what youth” put’s out 5,000 magazines every four months ( maybe?) and averages 500 people a day to the site (that should grow now with this post. Your welcome Nike). So until Nike figures out media they are going to still need the core publications.”

    Exactly…the core publications should take note of everything that going on around them. Just like the only reason Nike needed the core shops for was to legitimize them, they need the core publications like Surfing Magazine and other core publications for the same reason. Nobody is exempt here. Why would Surfing Mag want to legitimize Nike, only to have these outsiders turn their backs on them once they get their own mag/publications going?

  48. snatch dragon says:

    the whole event and this fox news-ish article of lies, distortions and half truths makes me wish that rollerblading had gotten huge 15 yrs ago instead and us skateboarders were still getting chased around by the police.

  49. yeah guy says:

    Blah, Blah, Blah… I read all this same crap a year and a half ago… and guess what? All that has changed is that Nike is stronger in surfing.

    http://www.surfingmagazine.com/news/surf-industry-hate-is-not-awesome-part-2-welcome-nike/

  50. BK says:

    Back in the day, Shut Up and Skate used to Mean something. Now it’s exactly what they want you to do. Fuck that.

  51. Andy says:

    They have a simple formula, develop a product with a few differentiating features, buy the most respected in the sport to gain credibility, engineer the product to be cheap to produce, build them in sweatshops for the lowest possible cost, and sell for a high margin. Nike can swing more weight than anyone in the business. This means more need for consolidation into massive companies, ala rip curl and Quiksilver, to compete in any fashion. It means that rider salaries are going to inflate, good for a limited number of pros, bad for all the small companies that disparately need the exposure that a solid team rider brings.

  52. You Barns says:

    Didn’t “What Youth” mag found itself as a magazine that didn’t answer to the brands initially?

    Guess it seamed good on paper until they found out you can’t run a mag without ad dollars. Now they got the Lamest ads ever. The whatyouth.com website is pretty boring actually, Not much content at all going on over there. Ohhh a model boob, how edgy.

    The point was made above, but its a good one. Do you ever see any real (regular joe) surfer actually wearing Nike surf stuff? I for one have not. Just Industry goons, and mike parsons putting on his windbreaker after he’s finished up licking kolohes butt.

  53. dan says:

    you probably like weaves too

  54. Dude bro says:

    Just copped a pair of dunks and I’m feeling fucking fresh aloha dudes

  55. tony (ty) carson big island says:

    Ya, I think there is a pretty good chance chas is on the take. Surfing mag gets big bucks from nike ad dollars, which trickle down to help pay him, I don’t think he is going to bite the hand that feeds him. I think we can safely say his view on this subject is tainted, to say the least. I think we can also safely say, he has sold his surfing soul to the capitalist market. What some people will do for a buck.

  56. tony (ty) carson big island says:

    What surfer, worth his salt and with any knowledge of surfing’s history, would welcome, or wear something from a mainstream track and field shoe company? I can’t think of anything much lamer than track and field, smelly gym shoes, jock mentality and everything else that goes along with it.The executives at nike, must be sitting in their corporate offices in their shirts and ties and laughing their butts off, how easy it was to buy into today’s surf culture.
    I believe they have one main goal, to make a buck off our free ride. The just don’t do it tribe got it right, “Don’t do it, and ride free”.

  57. BHawk says:

    Stoked, I even quit buying hurley stuff once they sold out.

  58. Lisa says:

    And then they bailed on the US Open. See ya and don’t let the door hit yer ass on the way out!

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