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How Nick Tershay Accidentally Invented Viral Marketing in 2005

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With this year being the 20th anniversary of Diamond Supply Co., Nick Tershay has been making the rounds in terms of press. His most thorough recent interview happened a few  weeks ago on The Premium Pete Show. Surprisingly, it seems to have gone largely unnoticed by the blogosphere.

Tershay gives the full history of his brand from its beginnings in his San Francisco apartment to becoming a 100 million dollar company. The highs include buying a Ferrari on a whim for his birthday, and Rihanna appropriating one of his t-shirt designs for an album cover. And the low was a stint of partying that resulted in spending three million dollars on clubbing in one year. It’s a story that someone will likely make a movie about eventually.

Nowadays, Tershay is back at the helm of his design department, and doing 100% of Diamond’s art himself. He’s also dabbling in the cannabis industry. Tershay recently launched his own grow operation, and is set to unveil several weed brands in the near future. And the fact that Nike sold out of 25,000 pairs of the Diamond Dunk High in a matter of seconds in 2014 speaks to the enduring relevance of his brand. We should be seeing the latest iteration of the now iconic shoe before the end of the year.

The interview also touches on some things that Tershay isn’t given credit for. One being accidentally stumbling upon viral marketing when he posted a picture of himself with a sample of the original Diamond Dunk on Myspace in 2005. To say it got people talking is an understatement. Not only did it launch Diamond, it created the entire blueprint for hype retail.

By that time, there were literally thousands of pages on Nike Talk and Sole Collector just talking about the shoe. This was the hottest thing at the time. The crazy part is there was someone at Nike, maybe it was Tinker Hatfield… My friend that worked at Nike was like, “Man, it’s crazy. We had a marketing meeting at Nike… Everyone from SB and Jordan were all in this big auditorium. The whole backdrop of the discussion about marketing was a picture of you holding the shoe.

Listen to the entire interview above. The bit about the internet’s role in the Diamond Dunk craze starts at 35:27.

CULTURE

Sixth Avenue Skatepark to Host Punk Rock and Paintbrushes Exhibit

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Sixth Avenue Skatepark will be hosting Punk Rock and Paintbrushes art and photography exhibit on September 5 from 3:00-8:00 pm.

The event will feature the works of Blair Alley, Ray Barbee, Paul Kobriger, Jason Adams, Mark de Salvo, Christian Hosoi, Sean Cliver, and Brandon Novak.

Trevor Keith of Face to Face will be performing during the event.

This event is free and open to the public although the organizers request attendees to RSVP to not exceed capacity.

Punk Rock and Paintbrushes will also have a VIP event on September 4 with Brandon Novak and Christian Hosoi. This will be held in Gladwell Guitars on Woodland Street. Ticket prices range from $40-$100 and can be purchased here.

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CULTURE

Watch Unlock the Spot Albuquerque Highlights

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Mariah Duran returns to her hometown in Albuquerque, NM to “unlock” the Civic Plaza for an open skate jam for local skaters. Watch the highlights below.

Mariah was stoked about opening the Civic Plaza to skating for the event as she narrated how they would get kicked out of the place when they were skating there before. She also talked about how the community shaped her into the skateboarder that she is.

The Unlock the Spot in Albuquerque featured cash-for tricks and an open skate jam for the local skaters.

This is the third stop of Unlock the Spot organized by Mtn Dew as part of their “Skateboarding is Unstoppable” campaign. The series of events takes place in Mtn Dew Athlete’s hometowns. Each event would give local skaters a chance to shred spots that are otherwise off-limits to skating.

The fourth Unlock the Spot will be this Sunday at Gilham Park in Kansas City, MO with Sean Malto.

Instagram will load in the frontend.

The first of the series kicked off last July 3 at Hula Lakeside, Burlington, Vermont with Chris Colbourn. The second one was at the Recreation Park in El Segundo, California with Theotis Beasly.

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CULTURE

Mtn Dew’s “Unlock the Spot” Next Stop is in Albuquerque, NM

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Join Mariah Duran and Mtn Dew as they “unlock” the Civic Plaza for an open skate jam with local skaters on July 17 from 11 am to 3 pm. This is the third “Unlock the Spot” event organized by Mtn Dew.

Skate content creator Lamon Holt will also attend the event.

The Unlock the Spot events feature Mtn Dew’s skate team members returning to their hometowns. Together with the locals, they skate in spots in their town that are otherwise off-limits to skating. The series will culminate with the Summer Dew Tour in Des Moines, Iowa on July 29-30.

Watch the highlights of the recent Unlock the Spot in El Segundo, California with Theotis Beasley.

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