Some of the original skaters in Beijing, China have noticed the tide turning with how skateboarding is perceived in their country and are embracing the chance to pass the torch to the next generation.
Shot and edited by Julian Klincewicz with the help of Michael Cukr, this year’s brand campaign features three global skate communities, each using the power of skateboarding to create the world that they want to see.
Operating STREET FORCE skatepark and skate shop in Beijing, Chen Long and Xiao Yao were part of the first generation of skateboarding in China in the early 1990s. Back then, the connection to global skate culture was severely limited. At the time, local skaters simply did their best to mimic the tricks they saw in the handful of skate magazines and videos they could track down. Through an obsessive dedication to skateboarding culture, Chen and Xiao were part of a small group that would help push skateboarding forward at the national skate contests. Today, they mentor 12 years old, Chen Yu Xuan (Xuan Xuan), and other kids. Skating since he was 4 and with the full support of is parents, Xuan Xuan has risen steadily in the ranks in the local skate competitions. As the skateboarding environment continues to progress and grow in China, Xuan Xuan’s future in skateboarding seems to be set on a similar trajectory.