Reporting live from the site of the neophyte sportster revolution, I conclude that I am getting burned. Not the rule stickling treatment over spontaneous press credentials, or the raucous laugh about the anti-corporate/corporate takeover of a once independent celebration of fuck it-ism; ie: the capitalization of anything fresh, cutting edge and entertaining, by kids, for kids. Torched because it’s hot as a mug. By that, I mean, the interior of one filled with fresh coffee. LA, sun, sport, attire.

Being older and less assimilated as today’s youth, I wore jeans and a tee shirt, my usual business attire. Big mistake. Clothes make the kickflip. My extreme brethren have invented, besides sports where injury is as exciting as success, a captivating uniform. This teen army, unique in appearance, but lost in the crowd among their contemporaries, don a specific garb known only as the fashionable in sport/style apparel.

For good reason, the best sponsor, a competing athlete in these games can have, is a clothing sponsor. Clothing, as a market, is not only necessary to avoid chafing, but can help define an image akin to the thrasher that one idolizes. The look is spearheaded by brand names, that include in their repertoire, skateboards, wheels, trucks, surfboards, bikes, pads, hats, helmets and the such that one needs to accomplish said sport. Although, one’s ability to gnash a skateboard park or ride flat land bike trick is not determined by the brand of outfit applied to skin, but the talent within those articles of thread.

It is no wonder that there is much ado with Kobe Bryant’s corporate sponsors. After the allegations of sexual assault had landed, a large concern from the camp was the loss of product placement on the horizon and obviously the money paid to Bryant for provided advertisement. Ironically, the Staples Center in Los Angles, home to the Lakers, was also the site of the X Games. inlineAd(alRight);

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Long gone are the days of cut off shorts and whatever tee shirt available. These days, riders and their fans pick from a variety of companies like Vans, Hawk (Tony), and Tony Hawk’s other line, Birdhouse. First P. Diddy, now Tony Hawk. Celebrities and their accouterment will be my next expose. But, alas, these once ma and pa companies are now thriving and successful corporations. You go, grind.

These groovy duds are taking over high schools everywhere. And everyone seems happy. The companies get to thrive while expanding the popularity of extreme sports and casual wear while the kids get to look hip in the eye of a brand name that can be defined as idiosyncratic, obscure and uncommon defining them with the same ideal.

The look from top to bottom: For the hat, a standard baseball cap, Coreride or Independent suffice. But a Mission Six or Blind beanie keep long hair matted and out of the eyes. Sunglasses or shades if you’re cool. Oakley, Velvet or Dragon all block dangerous UV rays. For a tee shirt pick from Zoo York or Santa Cruz. Quicksilver or DC avail amazing long sleeves while Element or Shorty’s make cozy hoodies for those chilly evenings. And for the more formal occasion, a Volcom or Quicksilver collar shirt, sweater or light jacket is appropriate. Again, Volcom or Hawk seem to edge out the edgier Alien Workshop in popularity below the waist. And for the ladies, don’t feel left out. Ezekial, Counter Culture, or Roxy design the gamut of female coverings.

Especially important to hold up these famously baggy and off the butt pants, World Industries and Baker provide the belts. Down under, Quicksilver boxers prevent our balls from bearing. And Burton and Habitat keep out feet warm. For the shoes, we have many, but notables are ES, Etnies, Emerica, Circa, and Flow.

Get the money out of your pocket or, better yet, out of your Independent or Hawk wallet and chain. And don’t forget what time the next event starts with a Freestyle or Nixon watch. And carry your shit in a bag from Dub, Clive, Ally Co or Da Kine. And if corporate sponsors in extreme sports matter to you go to www.expnproshop.com and find out companies that your favorite pro endorses and vice versa.

Or just wear whatever the hell you want. Take some of the personal independence and self esteem or zen or whatever one gets from participating in the extreme and start your own company. Its working and getting paid all around you. All you have to do is pull a 900 air.