Liquid Death put Tony Hawk’s actual blood in new branded skateboards

inline tony hawk liquid death blood skateboard

The enchantment of the celebrity-endorsed product is, at its core, a promise. It might be a superficial and transactional ruse, however the premise is that if the superstar likes and makes use of this product, you’re shopping for a bit of them as effectively.

At present, that concept is being taken to an entire different degree, as water model Liquid Death releases a restricted version line of signature Tony Hawk skateboards infused with the legendary skater’s actual blood. Yep, Liquid Death took a vial of Hawk’s blood and blended it with the paint, ensuring there’s piece of Hawk DNA in each one of many 100 boards. It’s both upping the ante of superstar endorsement, a blatantly thirsty advertising stunt, or each.

Andy Pearson, vp of inventive at Liquid Death, says it wasn’t robust to persuade Hawk to do it. “We instructed him the thought, then he laughed and mentioned he cherished it,” says Pearson. “He’s bled sufficient on a skate ramp earlier than so it wasn’t an enormous deal for him in any respect.”

The boards, created by Prime Skateboards with art work by Will Carsola (who additionally made the model’s can design), are selling on Liquid Death’s site for $500 each, with 10% of the proceeds going to anti-plastic nonprofit 5 Gyres and Hawk’s Skatepark Project.

Based in 2017, Liquid Death has raised $50 million from investors, shortly skyrocketing past its preliminary joke-y premise of bringing the aesthetic and packaging of heavy steel, beer, and vitality drinks to the ever-expanding shopper water market. Hawk was a part of the latest funding spherical in Could, together with Dwell Nation, Wiz Khalifa, Steve Aoki, Hulu president Kelly Campbell, and Greenback Shave Membership founder Michael Dubin.

[Photo: Liquid Death]

As completely batsh*t because it sounds, this isn’t the primary time this 12 months {that a} superstar has infused a restricted version product with human blood. Back in March, Lil Nas X collaborated with artwork collective MSCHF on personalized Nikes dubbed “Devil Sneakers” that featured one drop of blood in the soles. It wasn’t an official Nike partnership, and the shoe brand sued MSCF and Nas X to have the sneakers recalled.

From sneakers to streetwear, apps to Oreos, celebrities endorse nearly every thing, all in an effort to interrupt via the branded noise and make an impression. Pearson says Liquid Death’s Hawk skateboards could possibly be seen as a subversion of superstar ambassador tradition. “We at all times take the method of constructing leisure over advertising,” says Pearson. “Movie star endorsements normally really feel like advertising, as a result of who is aware of in the event that they actually just like the product. With Tony, we knew he cherished Liquid Death, so we made him put his cash the place his mouth is and pony up his personal blood for us.”

Let’s simply be grateful it’s not in the water.