Louie Lopez’s “West End” video part sparked a familiar thought: was this a strategic move to win Thrasher Magazine’s coveted Skater of the Year (SOTY) award? This raises a question about how the SOTY award has transformed over time, from a simple recognition to a highly sought-after title, often accompanied by carefully orchestrated campaigns.
In the last five years, the signs of a SOTY campaign have become increasingly clear: sponsors increase their ad presence in Thrasher, skaters become more visible at Thrasher events, and, crucially, a video part drops right before the SOTY announcement. However, this wasn’t always the case. In 1990, Tony Hawk received the first SOTY award with little fanfare, and Brian Anderson’s 1999 win occurred without a video part or Thrasher cover appearance. In today’s marketing-driven environment, those scenarios seem unimaginable. What exactly has changed to create this shift?
While numerous skateboarding publications offer their own awards, Thrasher‘s SOTY stands out. Its enduring legacy, rooted in its “hell ride” ethos, has allowed it to outlast competitors like Skateboarder and Transworld. The magazine’s popularity has only increased while other publications have struggled, making the SOTY award more prestigious than ever.
The rise of smartphones, high-speed internet, and modern skateparks have also changed the landscape of skateboarding. Groundbreaking video parts, once an annual occasion, are now commonplace. With the constant influx of incredible skateboarding footage, it’s become much harder for skaters to stand out. The SOTY award, therefore, has become a crucial avenue to make a lasting impression.
Chris Cole, a two-time SOTY winner, refers to the award as “our Academy Award.” He emphasizes its unique status, stating that while other publications offer similar awards, Thrasher‘s SOTY was the first, and remains the most prestigious.
The Evolution of the SOTY Strategy
Thrasher didn’t always have the well-defined system it has today. The magazine found its stride around the time of Tony Hawk’s win in 1991, which was not announced on the cover. But, just a year later “Skater of the Year” was a cover story, and in 1993, John Cardiel’s win was announced with a cover photo of him doing a shifty through a ring of fire, showcasing the award’s growing importance.
This marked the beginning of Thrasher‘s masterful marketing campaign. The magazine began to cover the SOTY party and later released a full-length video profiling past SOTY winners. Winning eventually included getting your sponsors to finance trips to produce multi-page spreads in the magazine.
Chris Cole recalled that the only indication of a campaign for his 2005 win was a poster of his tre flip at Wallenberg. The photograph was actually “poached” by a Thrasher photographer, leading Cole to buy a poster and ensure the image was published as they originally envisioned.
In 2011, Torey Pudwill’s “Big Bang” part was the first Thrasher-branded standalone part that clearly aimed for SOTY. Although Grant Taylor won that year, David Gonzalez’s “Possessed to Skate” the following year proved that a Thrasher exclusive video part was a successful strategy. Ishod Wair (2013) and Wes Kremer (2014) also released video parts through Thrasher before winning their respective awards.
While recent winners have not released full solo parts, they’ve consistently delivered incredible skating and favored Thrasher with their content. Anthony Van Engelen (AVE) secured a cover and interview in 2015. Kyle Walker had an interview and web coverage leading up to the premiere of his Vans promo “No Other Way” on Thrasher. Most recently, Jamie Foy released three parts and starred in their reality TV show.
The competition for SOTY has intensified, with skaters like Lopez, Foy, and Tiago Lemos giving Thrasher considerable content in hopes of being recognized. The bar is higher than ever, and the old practice of using your part to conclude a team video has been replaced with the ambition of showcasing it to Thrasher for a chance to win.
The Unwritten Rules of SOTY
The skate industry has seemingly aligned with Thrasher‘s unwritten rules in hopes of cementing their riders’ legacies and exposure. Despite attempts to gather various perspectives for this article, many were hesitant to comment publicly, fearing it could upset Thrasher and jeopardize future opportunities.
While producing content for Thrasher is a necessary part of the SOTY pursuit, the financial influence of brands on the award remains a point of discussion. One skate brand with a past SOTY nominee stated that the award is not directly influenced by advertising expenditures, describing attempts to hint at an early SOTY campaign to Thrasher as ineffective. Instead, brands should focus on supporting their riders by providing them with resources to generate a year’s worth of quality content.
Chris Cole stated that, despite all efforts, “It’s not a popularity contest because Phelps and Burnett are deciding exactly who the hell is gonna be the dude.” Although other high-level individuals at Thrasher are involved, the online voting system is purely promotional, and the true decision rests with a small group at Thrasher.
In essence, the path to winning SOTY involves a lot of high quality skating and campaigning at Thrasher. While it can’t be bought, it is not entirely decided by public opinion. This complex relationship mirrors many other aspects of the skateboarding world: a combination of skill, dedication, and navigating the unspoken rules of the industry.
Note: This article analyzes the evolution of Thrasher’s Skater of the Year award, its impact on the skateboarding industry, and the strategies skaters and brands employ to achieve recognition. It maintains the original article’s tone and intent while expanding upon key concepts and providing a more comprehensive overview.
