Nike may be a popular punching bag for the Adbusters set and the anti-corporate movement in general, but another group of folks have been rejecting the swoosh for a while now: skateboarders.

Despite the explosive success of Nike's skateboarding division with urban hipsters, sneakerheads and actual factual skateboarders, a large contingent of that once edgy sport's practitioners are not happy about the sportswear giant's entry into their own multi-billion dollar marketplace.

First there was a massive scandal last Spring, when Nike Skateboarding organized an East Coast tour under the banner "Major Threat" and used the iconic imagery of notoriously anti-corporate hardcore band Minor Threat. Both the band's members and long-time fans objected, forcing Nike to issue this statement and destroy any promotional items bearing the Major Threat iconography.

Now Consolidated Skateboards, one of the OG skateboard companies dating from the early 90's have organized the Don't Do It Army, an open source sniping campaign opposing Nike and other major sporting good brands' entry into the "action sports" segment on the grounds that these companies are exploiting the scene for profit. While their attitude is nothing new, the thing that's interesting about this campaign is the fact that Consolidated's efforts include advocating the use of stickers and spray paint stencils to publicize their message. The website includes downloadable templates to make it easy. Other viral components include banners for use on Myspace as well.

Another aspect of this that's noteworthy about this is Consolidated's distinction between non-competitive brands seeking to gain relevancy or market share via associating with the skate/surf/snowboard community, which it deems acceptable, and the efforts of athletic multinationals, which it sees as eating into the business of devoted skate brands. It's a fine line to be sure and the campaign does little to address charges that this is little more than sour grapes on the part of a well established skateboard company that's perhaps jealous at the credibility brands like Nike enjoy with skateboarders thanks to generous endorsement deals, high quality product and savvy marketing.

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