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
etnies.com are Official DIG Partners
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
"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
The etnies X RAD colllaboration is available now.
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