https://www.sourcebmx.com/?rfsn=4772610.92bf38f

Is this the most famous BMX Movie of all time?

How etnies teamed up with 'Rad' for it's first ever Official Product Collaboration

15 Apr 2021

Rad The Movie Wizard Photo Prints

Original DIG Office 'RAD' photo prints of 'Hollywood' Mike Miranda via the Wizard Pubs waste basket.

etnies.com are Official DIG Partners

We caught up with our long time US etnies connect John Povah to find out more about the recent collaboration between etnies and the legendary BMX film, RAD 'The Movie', and to hear his thoughts on that most infamous of BMX movies, from way back in the day.

https://shop.digbmx.com/collections/all-clothing
Etnies Rad Header

Can you tell us how the etnies x rad collaboration came about?

First off, and to just get this out of the way. Although you may have seen other brands do RAD collab’s (air quotation marks), the etnies X RAD collab is the first OFFICIAL licensed footwear brand collaboration with the movie, partnering with the Schwartzman family, who own the rights and distribution of the movie.

The collab was actually in the works before I came back to etnies. The now etnies brand director / manager, Brian Cook, who also oversees the ThirtyTwo Snowboard brand, and big fan of BMX was approached by the Schwartzman family, who wanted partner with a legit brand, that was privately owned and supported BMX in an authentic way. For Brian, it was a no-brainer.... and etnies hit a home run with this one, I’d say.

What are your personal memories of Rad the movie?

Like most BMXer’s of that era, finding out that there was a BMX movie coming to theatres, I was super excited. When I got to see some of it, I felt it was a bit “Hollywooded” up, to make it more palatable to the general public, which I understood, but honestly couldn’t relate to. All I cared about was legit riding and the right representation of BMX, from my perspective at the time. So, for me, it came across cheesy … Which, again, probably works for the non-BMX audience. I didn’t originally see it at a movie theatre, because, at the time, it was on a very limited release, and it wasn’t showing in theatres anywhere near me in London, so when I got to see what I did see of it, it was a bootleg. And, if I remember rightly, I didn’t sit through the whole thing in one sitting until recently, and even then, it was a struggle to watch without making sarcastic comments, if I’m honest. Now, I’ll watch it and enjoy it for the era it was, and the nostalgia of it.

Looking back after all this time, what do think may have been influential aspect of the movie?

Hmmmmm !! There are obviously the memorable scenes that stand out to everyone, like the prom bike-dance scene, ha ha ha, the “ass-sliding” quote scene, Jose’s backflip, and obviously the main race scenes. But, for me, from a BMXers perspective, it’s the bikes, the pro riders, the uniforms featured from that era that have had the most influence and nostalgia for me. From a general, non-BMXer audience’s perspective, I’d say it’d have to be Jose’s backflip for sure, and probably the overall, “small town kid does good” story.

Etnies were quieter (than they had been) for a while after Chapters but they seem to be back on it this year. What else can we expect throughout 2021?

Yeah, maybe. A lot changed while I was on my “vacation” from the brand, but things are back on track now and moving in a great direction. Covid obviously screwed a lot of things up for everyone, but the brand has a lot of cool stuff happening. More collabs, more signature colorways, more content. Hopefully some trips. Overall, good times ahead.

RAD 'The Movie' BMX Action Magazine coverage - January 1986

  • Rad The Movie Bmxa Spread 1
  • Rad The Movie Bmxa Spread 2
  • Rad The Movie Bmxa Spread 3
  • Rad The Movie Bmxa Spread 4

of 4

2018 Helltrack Rebuild By Todd Nicholds

RAD holds such legendary status within the BMX world that Texas based park builder Joe Prisel (aka Toledo Joe) even rebuilt an exact version of the movie's infamous Hell Track back in 2018. - Photo by Todd Nicholls.

"Although you may have seen other brands do RAD collab’s (air quotation marks), the etnies X RAD collab is the first OFFICIAL licensed footwear brand collaboration with the movie, partnering with the Schwartzman family, who own the rights and distribution of the movie." - John Povah

Etnies Rad 1
Etneis Rad 3
Etnies Rad
Etneis Rad 2
Et 21 Etnies X Rad Collection Hoodies
Et 21 Etnies X Rad Collection Shirts

The etnies X RAD colllaboration is available now.

Previous

SETUPS: JUSTIN KOEBELE

Justin Koebele and his ghost blue Wethepeople Pathfinder frame

Next

Filming during a Global Pandemic Part 1

The Story Behind the Vans 'MASH' Transition edit

Related Content

Dig Bmx Etnies Vancouver Aw 38

Freak Out: Devon Smillie in Vancouver

"...I really say a lot of shit I don't mean"

1 Dec 2016
Forward Dig Adjusted

etnies 'Forward' - Where are they now? Part 1

Ruben Alcantara, Joe Rich, Edwin De Larosa, Garrett Byrnes & Sandy Carson

2 Apr 2021
etnies-vegas-30-nathan-williams-sun2-kc

ETNIES IN VEGAS - Photo Journal

Hammer Time in The Desert With Nathan Williams and Aaron Ross

6 Nov 2015
Godwin Studio Setup 3

Out Now! Jordan Godwin's etnies Jameson Vulc

The Creme always rises to the top...

19 Feb 2021
Benny L By Fooman 110

Ben Lewis - Life After LIfe

Dealing with Parenthood as a Pro Rider

4 Jun 2018
Dig Bmx Etnies Kc Aw 10

Meat Sweats - etnies in Kansas City

Home from home in KC

26 Sep 2017
Etnies Rad Header

NEWS: Introducing the etnies X RAD Collaboration

ETNIES AND CULT CLASSIC BMX FILM GET NOSTALGIC FOR 35TH ANNIVERSARY

16 Mar 2021
Chase Hawk Los Angeles Ca 112014 Sm

Diary Of A Skate Photographer

Sam McGuire On Shooting Etnies Chapters

12 Sep 2017
EtniesATL DIG BMX AW NathanWilliams-18

Photo Journal: Etnies Atlanta

Bringing Heat and Broken Feet.

24 Jul 2015
Godwin Etnies Void Thumb
Play Button

JORDAN GODWIN X ETNIES JAMESON VULC - WELCOME TO THEE VOID

Creme Dream via Etnies and Jordan Godwin

19 Feb 2021
Etnies Chapters Elino Kc  W9 A9485

Etnies Chapters - Escaping El Niño

Luckily as BMXers we are used to dealing with a variety of elements from cold long winters, capped rails, glass, and cops.

20 May 2016
Dig99 5 Aw Aaron Ross Aw 14

RE PRINT: LONG GAME - The Aaron Ross DIG interview

"I FEEL LIKE BMX WAS MY WAY OF SHOWING WHAT WAS IN MY HEAD."

29 Jun 2017
https://bmxdirect.asia/

Latest Content

3g Djhajae P Ihqdefault
Play Button

Alex Capalongo - Work Bmx

DIG locals sequel

25 Oct 2025
Yb7 D01j Kpi Mhqdefault
Play Button

ALEX DULEBA - JUST ENOUGH DVD

Grinds on point

24 Oct 2025
FAOGVXA6pt Ihqdefault
Play Button

WAR PARTY - WEBEFILMING - 013

Filming with the Colony crew

24 Oct 2025
1 Gt m WBXB8 Ihqdefault
Play Button

Launch Box - Fall 2025 - A Profile Mixer

Autumn randomness

24 Oct 2025
R Mc Jj IXKU4ghqdefault
Play Button

GY95 Anniversary Trails Jam 2025

30 years deep

24 Oct 2025
N4cl Iezh9jchqdefault
Play Button

MIKI FLECK - PROJECT Xtras

"Oh I nearly landed on my dick!"

23 Oct 2025
Zgnvr Nj e R4hqdefault
Play Button

Powers BMX 21st Anniversary Jam Recap

Richmond jammin'

23 Oct 2025
Jc01 F2 H Ak I4hqdefault
Play Button

PATERICO - STILL HAVING FUN

TECH MASTER

22 Oct 2025
Eduardo thumb 2
Play Button

EDUARDO RODRIGUEZ - STREET CODES

Coming out swinging

22 Oct 2025
C7 Yjf61q KM Ehqdefault
Play Button

DAISEN JAM 2025 at BIG MOUNTAIN ROOMS

Two days in the school turned BMX park

22 Oct 2025
Cybbuo Pd ZS Uhqdefault
Play Button

Albe's $59 Game of Bike

Abuse & Neglect

21 Oct 2025
Erik thumb
Play Button

ERIK ELSTRAN - 'IN THE CUT' | GET WEEIRD

Get Even Weeirder

21 Oct 2025

DIG Partner stores

More Dig This

IMG 2986

Inside KHE Bikes - 44 years of BMX history with Thomas Göring

“I didn’t have a proper cutting machine at the time, so I hand-cut each peg. They all ended up different lengths.”

24 Oct 2025
Dig motobunka collection square Recovered

THE DIG X MOTO-BUNKA COLLECTION

An all new collaboration with Japan's finest

22 Oct 2025
VANS ODYSSEY 2025 COLLECTION FF RAMP 003

"The inspiration was right in front of our eyes" The story behind the Vans X Odyssey 40 Year Collab

An interview with Nuno Oliveira (Odyssey) and Justin Villano (Vans)

25 Sep 2025
07 2025 Huffy Sledgehammer Launch Project 132

Product Drop: HUFFY Sledgehammer frame

Huffy returns to BMX...

22 Sep 2025
Team kevin peraza boh winner 2025

BATTLE OF HASTING 2025 - TEAM PERAZA TAKES THE WIN

Results, Livestream re-runs, DIG Highlights & more

27 Aug 2025
Dig book cover mock better CROP

DIG - THIS BIKE COULD BE YOUR LIFE - "DOCUMENTING OVER 30 YEARS of D.I.Y. BMX CULTURE" PRE-ORDER NOW OPEN

An all new photo book from DIG focusing on our magazine history and the rise of the mid-school

1 Aug 2025
Thumbnail 2

Product Drop - ODYSSEY '85 Splatter kit

Nord, Walsh stems and Hazard lite rims

29 Jul 2025
Shirt swell k0150m back

Product Drop - KINK 2025 APPAREL

For Fall/Winter

23 Jul 2025
Big boyd black

Product Drop - ODYSSEY BIG BOYD RIMS

Boyd Hilder signature BIG BOYD rims in Black and Coffee.

11 Jun 2025
LOW Street station Saturday Jarvis 1 copy

MONSTER ENERGY 'CASH UP' 2025 - EVERYTHING YOU NEED TO KNOW

Another Year - New Locations - Even More Jams!

26 May 2025
Street station graphic

STREET STATION RETURNS for 2025

"Not your average BMX jam"

26 May 2025
Vans 11 27 21 014 Bruno Gap wall

BRUNO HOFFMANN INTERVIEW - 'FOREIGN'

"I think the scene is doing good..."

21 Apr 2025