Yes to the S

By Tk Published on .

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New from Dave Kinsey and Shepard Fairey, the urban guerrilla marketers at Blk/Mrkt (www.blkmrkt.com), is the design for Skaterade Energy Drink, from the Skaterade Beverage Co. (www.skaterade.com). The company was co-founded by Salman Agah, who, according to Kinsey, "is a longtime skateboard hero and one of the pioneers of skateboarding's 'switch stance.' He's using his notoriety to back the brand and build an endorsement network through his skateboarding career connections." Besides Blk/Mrkt's penchant for bringing alt-culturally keyed brand awareness to a targeted consumer base, notes Kinsey, Blk/Mrkt itself has a '90s skater background, which makes it a natural for this project. The design approach, illustrated by Kinsey: "Bold American colors with a revolutionary-style aesthetic. The integration of the cityscape brings relevance to skateboarders' environment of choice. Almost an 'urban comfort,' if you will." Credit also designer Nick Maggio.
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