The message boards have been packed with this news for months, but yesterday (January 2, 2012) DC Shoes officially announced that they had made two “massive additions” to their skate program with Mike Mo Capaldi (formerly of Lakai) and Nyjah Huston (footwear free agent).
As usual, this announcement was followed by a flurry of comments from industry insiders and skate kids who don’t believe the publicly traded Quiksilver has skateboarding’s best interest in mind when it signs up major players.
One long-time skate industry head said:
Again skateboarders have sold themselves to a corporate giant who doesn’t care about skateboarding, just money. Happy 4 the skaters, though.
Another fired back:
. . . as long as that company funds skateparks, pays skaters well, makes cool videos and puts on cool events I’m backin’ it.
The first replied:
I know. Getting harder to hate buying credibility. I know it’s not rational but stills feel weird. Happy for skaters though.
Before getting all emotionally involved just remember: skateboarding and skateboarders are just the little donkeys who help drag the footwear marketing machine to the masses.
Follow the jump for the official word from DC.
REDISCOVER DC
DC introduces Mike Mo Capaldi and Nyjah Huston to DC Skate Team with new brand campaign
January 2, 2012 – Huntington Beach, CA – DC Shoes announced today the launch of the highly anticipated Rediscover DC campaign for 2012. As part of the campaign launch, DC introduced its 2012 pro team roster that included two massive additions- pros Mike Mo Capaldi and Nyjah Huston.
The Rediscover DC campaign re-introduces the new DC skate team at its best. For the initial launch, DC created a video presenting the skate team, and for the first time in nearly a decade, DC will debut a photo of the entire skate team together including newest skaters, Mike Mo and Nyjah. The campaign aims to highlight the caliber of athletes that ride for DC and invites consumers to rediscover the fact that skateboarding is the driving force behind the DC brand.
“DC has always been a skate company. Through ups and downs and growth, the core of what we do has always been skateboarding and this campaign is a reflection of that. We have the most amazing skate team in the industry and also in the history of the brand, and we are proud of that. Some of our skaters have been with us since the beginning. Some are new. Some have become legends. We have a team of athletes that ranges in talents, skills and ages, all of which are unbelievable. Always remembering where we came from and what we are about. That is Rediscover DC,” said Anton Nistl, President of DC.
His teammates have described him as a skater with absolute and complete technical dominance. At 21 years of age, Mike Mo Capaldi has already proved to be one of the best street skaters in the game. Mike Mo joins the team and is sponsored head-to-toe by DC footwear and apparel.
“There’s not many like Mike Mo. He’s one of a kind. I mean on a skateboard I don’t really need to explain much. He’s probably the best skater I have ever skated with,” said Mikey Taylor, DC pro and teammate.
Seventeen-year-old Nyjah Huston was a fan of DC long before his introduction to the team. Skating since he was 5 years old, the youngest ever X Games competitor is known for skating the biggest stairs and rails with ease, and without hesitation. He joins the DC skate team with 3 X Games medals, and as the winner of the most consecutive Street Leagues and the overall 2011 winner. With only 12 years of skating under his belt, Nyjah Huston has already positioned himself as one of the greatest skaters of our time.
“The 2012 team roster is exciting. I am the biggest Nyjah fan and supporter. To me, not only do Ihave a lot of belief in who he is, but I believe he will end up going down in history as one of the greatest skateboarders of all time,” said Rob Dyrdek, DC skater and teammate.
“DC is proud to welcome Mike Mo and Nyjah to the team. They are two of the most unbelievably talented skaters that we have ever seen. Mike Mo is one of the most innovative ledge skaters. He has a very casual approach to skateboarding, making stuff look just too easy.
“Nyjah skates amongst and against the skaters that inspired him, and already at seventeen years of age he is becoming one of those legends himself. The decision to bring Nyjah on was really solidified once we saw him together with the team. Nyjah Huston is the future of skateboarding, and the DC skate team has never been better,” by Jeff Taylor, DC’s Vice President of Marketing.
Mike Mo Capaldi and Nyjah Huston join a legendary roster of athletes on the DC skate team including Danny Way, Rob Dyrdek, Colin McKay, Steve Berra, Chris Cole,Josh Kalis, Mikey Taylor, Matt Miller, and Wes Kremer. Both Mike Mo and Nyjah will be making their first appearance as DC athletes skating at the Rediscover Oz tour in January 2012.
For additional information on DC, Mike Mo Capaldi, and Nyjah Huston, we invite you to Rediscover DC at www.dcshoes.com
