Street Beat: DC

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June 17, 2010

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Photo: DC
Popular DC model – the Match SFounded by rally legend Ken Block and Damon Way (brother of skater Danny Way) in 1993, DC is a leader in action sports and a globally-renowned brand. Just look at its product line: it includes men's, women's and kid's skateboarding and lifestyle shoes, apparel, snowboards, snowboard boots, outerwear and accessories.

A subsidiary of Quiksilver, DC currently has more than 200 employees who enhance the brand and develop signature products for its world-class team of action sports stars. I hit up Kelly Magrath, VP of Marketing, for the latest. Enjoy!

- Danny Spyra

Photo: DC
The JK8 features DC’s Impact G technology

BNQT - DC IS A LEADER IN PERFORMANCE SKATEBOARDING SHOES. CAN YOU GIVE US AN OVERVIEW OF YOUR 2010 FALL COLLECTION?

Kelly - The Fall 2010 Skateboarding Collection is made up of models inspired by DC's team of world-class skateboarders, and feature the most innovative performance technologies and styles available. New additions to the collection include Nick Dompierre's new signature shoe, the ND1 Mid; Josh Kalis' 8th signature shoe with DC, the JK8; and the Fitz Mid in a special color-way designed for Alex Carolino. Made from the best materials around, these shoes match flexibility and comfort with durability and style.

Photo: DC
Nick Dompierre enjoys Impact G technology

BNQT - SELECT MODELS OF DC'S HIGH-PERFORMANCE SKATE SHOES OFFER "IMPACT G." WHAT IS THIS INNOVATIVE TECHNOLOGY?

Kelly - Impact G is a thermoplastic urethane airbag that provides superior cushioning to the shoe, adding extra impact protection while skating.
Photo: DC
Nick Dompierre's first signature kick - the ND1 Mid

BNQT - NICK DOMPIERRE IS ONE OF THE GNARLIEST SKATEBOARDERS AROUND AND RECENTLY GOT HIS FIRST DC SIGNATURE SHOE - THE ND1 MID. CAN YOU TELL US A BIT ABOUT THESE KICKS?

Kelly - The ND1 Mid has the latest performance technologies packed into it including SUPER SUEDE for increased durability, DGT 123 for dynamic grip and feel, and a newly built cup sole filled with EVA foam creating a much lighter shoe. Nick designed the mid top shoe for additional support and included Impact G in the heel, adding the impact protection he needs to skate big gaps. His passion for racing was also incorporated through metal eyelets that resemble his Camero's rims and a racing flag with his initials on the heel.

Photo: DC
DC is a presenting sponsor of Rob Dyrdek's Street
League tour

BNQT - DC IS INVOLVED WITH ROB DYRDEK'S UNIQUE, 3-STOP SKATE TOUR. WHAT KIND OF SUPPORT WILL DC OFFER STREET LEAGUE?

Kelly - DC has joined Rob and Street League Skateboarding as a presenting co-sponsor of the 2010 series. DC will support this program through comprehensive marketing programs that include grassroots initiatives, digital efforts, PR, product, retail, and onsite activation.

Photo: DC
Look for Ken Block’s Gymkhana THREE soon

BNQT - TO CELEBRATE THE GYMKHANA THREE PROJECT, I UNDERSTAND DC AND KEN BLOCK ARE THROWING A CONTEST. HOW DOES IT WORK AND WHAT WILL THE WINNER RECEIVE?

Kelly - Coinciding with the launch of the DC and Ken Block Gymkhana THREE project blog, DC and Ken Block launched the first Gymkhana THREE contest. People were asked to enter their best idea for a filming location and driving trick. The winner will win a one-day visit to the set of the Gymkhana THREE filming this summer, and runners up will receive a DC prize pack filled with DC x KB gear and autographed posters.

Photo: DC
The BATBOX limited edition shoe - part of a
collaboration with The Berrics
BNQT - FINALLY, I KEEP HEARING ABOUT THE DC X BERRICS LIMITED EDITION FOOTWEAR PACKAGE - THE "BATBOX." WHAT DOES IT CONSIST OF?

Kelly - The DC "BATBOX" is a sealed shoebox containing a limited edition pair of shoes, a ticket to the BATB3 finals, a personal item from a DC Skate team rider, a Battle At The Berrics 2 DVD, and a one-year subscription for The Skateboard Mag. The DC BATBOX will only be available at The Berrics and Unified.