Birdo is the man behind the “Don’t Do It” Campain, the head of Consolidated Skateboards and a life-long skateboarder. See what he has to say!
Olliemag: Let’s start this off with a bang. Since your “Don’t Do It” campaign started have Consolidated sales went up?
Birdo: Nope. It didn’t when we had the campaign in 97 either. If this in in reference to the common accusation that the Don’t do it campaign is a marketing ploy, it’s not. If you don’t like me or you don’t like Consolidated, don’t buy it-there’s plenty of other skater owned companies to buy from. But don’t use this as an excuse to not care. While I love Consolidated, it’s more about preserving an environment that companies like Consolidated can live in. I realized that keeping skateboarding in the hands of skateboarders took precedence. Its more important to preserve the opportunity to start your own company, shop, or magazine, with a legitimate expectation that it could succeed, and provide a livelihood for a skateboarder in skateboarding. If we allow all the non skater owned companies into the industry, the reality of this future is lost. Look at any industry, with all the box stores. What happened to all the mom and pops? Why would skateboarding be immune to this? Its not.
Olliemag: Why don’t you go after other brands than Nike like Adidas who are trying to infiltrate skateboarding? Why focus mainly on Nike?
Birdo: There are lots of other non skater companies that are infiltrating and taking from skateboarding. Look at Zumiez, Pac Sun, all the sporting goods chains like Sportsmart and Sports Chalet. Nike just happens to be out in the forefront, helping to pave the way for legitimization of all the non skater companies. The fact that you asked me this question shows that people understand there is no difference between Nike, Adidas, Converse, Reebok, Puma, Zumiez, Target, Walmart, etc. If Nike gets in, the others will follow behind. If Nike falls, the others will fall like dominos. My intentions are simple, keep skateboarding in the hands of skateboarders.
Olliemag: Since Nikes are made in China or some 3rd world county, where are Consolidated boards made?
Birdo: I know, it sucks nothing is made in America anymore. I don’t think I own ANYTHING that was made here, except maybe my Dodge truck, and I don’t even really know if that was made here. But the Don’t do it campaign has nothing to do with ensuring goods are made here. We use 3 manufactures. 2 are U.S. and one is in China. Ultimately I would like to have my own wood shop. A big part of our business is exporting. I export to over 20 countries(one of them being China) and am grateful they are willing to import from an American company.
OllieMag: Some people think you are this ruthless tyrant that is just piggy backing on Nike’s success. What do you want to say to all of them?
Birdo: Lol! Who’s piggy backing off of who? Looks to me like Nike is trying to piggy back off of skateboardings success! But for the people that think the Don’t Do It campaign is some kind of marketing thing for Consolidated, the answer is simple. Don’t buy our shit! We’re content with our little spot on the reef. Just buy from a skateboard company or shop that comes from skateboarding. There are plenty of them and all we’re trying to do is ensure they’re around for the future.
Olliemag: Are there plans to expand the “don’t do it” campain?
Birdo: I will fight until skateboarding is back in the hands of skaters.
Olliemag: If you could change the skateboard industry , what would you do?
Birdo: I would get skateboarding back into the hands of skateboarders. No more mall chains and sporting goods stores diluting the sales of the core shops. The core shops make it grow and then the outsiders want to cash in on their passion and dedication. Were also working on starting a skate shop union so that the core shops can have a unified voice. So if some company decides to do something that isn’t in the best interest of the core shops, they can then send them a strong message.
Olliemag: If you could have one skater on your team that isn’t on Consolidated right now who would you choose, dead or alive?
Birdo: Cardiel. He just bleeds skateboarding.
Olliemag: What’s up with the Drunks? Can you skate in them?
Birdo: The ones we made weren’t that great, they were more of a statement. The Osiris colab drunks are gonna be a better quality skate shoe.
Olliemag: How long have you been skating?
Birdo: Like 30 years
Olliemag: What are your thoughts on pro skaters like Rob Dyrdek and Sheckler on MTV?
Birdo: I have never seen the shows, but I have heard things. I’m not anti it or anything. While people think its lame or whatever it doesn’t take from skateboarders and thats my main focus.
Olliemag: Do snowboarders have any place at vert contests?
Birdo: Sure. I am not really into contests tho. We never encourage or discourage our riders to enter em. If they want to cool, if not, thats cool too.
Olliemag: How important do you think skate parks are going to be in the next 10 years? Will they replace street skating ?
Birdo: I think they are great just because they are more stuff to skate! I don’t think they will ever replace street skating but its cool to have at least somewhere that you know yer not gonna get kicked out of!
Olliemag: Why are you involved with skateboarding? Why not just work for someone else and cash a paycheck?
Birdo: The freedom to do whatever I want.
Thanks Birdo!
February 25th, 2008 at 3:36 pm
This is an awesome interview.
February 26th, 2008 at 1:05 am
Good interview, even posted a link to it on my site.
April 9th, 2008 at 4:08 pm
birdo is a fucking idiot, when the osiris D3 dropped in 99 and 2001 it was the highest selling skate shoe ever, and tons of fucking posers were wearing those ugly fucking things. nike sb is sold only at skate shops while fallen, dc, circle and the rest of those poser asss companies are sold at pacsun. you little bitches should go the way of axion and just fade away.