Mount Weather

04/24/2007 03:13:00 PM
No, not the creepy bunker in Virginia which exists as the potential seat of government in the event of nuclear holocaust, Mt Weather is a new skate spot in Greenpoint, Brooklyn created with the support of local skate brands 5boro, Zoo York, Volcom and perennially underrated supporters of cool stuff Red Bull.

According to this article in Skateboarding magazine, the space, like the long-running Autumn Bowl just next door, is going to be run as a cooperative, with skaters paying for keys to the space to help maintain the ramps, funboxes and other street-style obstacles as well as covering the rent. The Autumn Bowl was initially underwritten by Tylenol's oft-criticized hipster campaign "Ouch" a few years ago, yet it has doggedly survived countless rumors of closure as well as a massive fire at Greenpoint's Terminal Market (photos of which are viewable here).

For EMERGE, this sort of brand/scene collaboration is really something special. Instead of just aping the cool of skateboarding and hiring some pros to do kickflips in a commercial like Chevy did recently, Red Bull got with some of New York's core skate brands as well as a major player in the skate apparel game to put their money where their brand aspirations are and do something for the folks whose cool they hope to profit from. Hopefully, Mt Weather will be a win for skaters sick of waiting for warm weather to hit the streets, and will generate some good will, press, and sales for the brands who generously helped put this thing together.


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