RAW Superdrink with Skate
RAW Superdrink is an isotonic drink designed for athletes. Specifically, it is the first 100% organic isotonic drink on the market. That is, made only with natural ingredients. We know that skateboarding is a demanding sport, where sweat is very present and where a good hydration is key. The stereotypes of skateboarders have been changing in the last decades and a new generation of sportsmen and women demanded a drink to meet their new demands. Skateboarders have joined a healthy trend that makes all the sense in the world, they have tired of acting as outsiders because of the imperative of the character itself and have claimed a new space, healthier and more authentic.
This development is very interesting and is what we want to promote from RAW Superdrink. To think that to be a real Skater you have to act like a bad boy and assume behaviors that go even against your own health is something stereotyped and we simply refuse to accept it. There is nothing more revolutionary these days than joining the green revolution. A trend that is changing the consumption habits of people all over the world (sportsmen and women or not) and of which RAW Superdrink is by definition a part.
The future of skateboarding is bright, thanks to all those skateboarding schools that have been able to promote a healthy sport and have wanted to escape from all those stereotypes inherited from other generations that have ended up doing a lot of damage to our sport. To consume RAW Superdrink is to be within that new wave of Skaters that do not need to join harmful behaviors because they have the personality and character enough to defend their own ideas.
To understand the origin of Skateboarding is to understand, in part, the origin of all those stereotypes of a sport that has been able to overcome prejudices and that right now is in its best moment. Since its inception on the American West Coast in the 1960s, Skateboarding has always been associated with the American counterculture and a different way of seeing the world. The origin of Skateboarding is full of creativity and gives many clues about why it is such a special sport and so associated with transgression (or at least why it was!). We understand that Skateboarding is a form of expression and that in the American context of the sixties transgression was part of its DNA, but to continue acting like 60 years ago would be a bit absurd. There are many ways to transgress the established order and surely joining the Green Revolution is one of the most efficient. Consuming organic and ecological products, like RAW Superdrink, is not only beneficial for your health: it also serves to change the world. Consumption has been imposed as the policy of the 21st century and in this sense there is no better message than promoting organic consumption.
Going back to the origin of skateboarding, and to better understand what we are talking about, it should be noted that skateboarding appeared in sunny California – as another good handful of extreme sports, – in the early 60s, perhaps in the late 50s, linked to the same environmentalist slogans as the surfing of the time. The idea that two surfers, tired of waiting for the sea conditions to improve, in one of those long periods without waves, decided to try and put some skate wheels on a surfboard to slide down the asphalt is completely accepted as the origin of skateboarding.
Obviously that first “artifact” had very little to do with the skateboards that would come in later years. It took several years, full of completely handcrafted tests, to create a skateboard like the ones we know today. Perhaps the most important change was related to the material of the wheels (from cork in the beginning, to the sophisticated polyurethane).
Conceptually, skateboarding has also changed a lot since its beginnings until today; skateboarding was a practice that was generally forbidden in its beginnings and skateboarders did not enjoy what is said to be a very good reputation. Paradoxically, the Dogtown Summer, with the Z-boys surfing their skateboards in the empty pools of half of California (a major drought had caused serious water restrictions), put this movement in the spotlight all over the world with spectacular images and contributed to making it what it is today: a standardized sport, with its own competitions, professionalized athletes and adequate facilities. From that mythical “Skate Boarding is not a crime” to what we know from contemporary skateboarding we still find some coincidences, mainly stylistic. To be a skateboarder is also to be a sportsman. It is probably being part of the most special sport in the world. We know it and we claim our space in this new scenario of Skateboarding, because skateboarding has a lot to do with changing the world and RAW Superdrink too.
2019. RAW Superdrink S.L.