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Athlete Updates - MD Am Skate

Trends & Insights — April 2014

May 5th, 2014 by admin

Women in Action Sports

In this Ted Talk, Kim Woozy talks about female participation in action sports, how it’s changed over time, and why we need to draw more women into action sports. Her website, Mahfia, has a link to an article with some hard to ignore statistics. With over 30 million females participating in action sports worldwide, it’s important to market to these individuals.


Athlete Updates — Mountain Dew — April 2014

May 5th, 2014 by admin

Malto Skating in Nike Ad

In this recent Nike Ad for their new Lunar One Shot shoes, Sean Malto skates around in an abandoned warehouse. Watch the video here.


Sean Malto — The Motivation Movie

Malto tweeted a link to some deleted scenes from the movie, Motivation, which follows 8 top street-skaters. Watch the video here.


Keelan Dadd, Switch God

Check out this throwback clip of Dadd.


P-Rod and Primitive

The Berrics shows us how Primitive came into being with the help of Paul Rodriguez. What started as a singular skate shop has grown internationally. Recently, Paul Rodriguez officially announced Primitive as his skateboard company. He explained, “to create my own board brand and have a chance to be a part of skateboarding beyond just being a pro skater is a dream come true.” Congrats, P-Rod!


Davis Partakes in Old School Snowboard Event

Author Andy Berendsen and Truckee Olympian Danny Davis take time out for a photo during the Tom Sims Retro World’s Snowboarding Championships at Soda Springs this past weekend.

Snowboarding legends gathered at Soda Springs in Tahoe for a tribute to the sport in the 2014 Tom Sims Retro World’s Snowboarding Championships.  This old school competition offered a Giant Slalom course and a halfpipe typical of the early ’80s. Mountain Dew rider, Danny Davis, joined the likes of Chuck Barfoot, Terry Kidwell, Shaun Palmer, and Chris Roach in this fun blast from the past. Riders used vintage snowboards from manufacturers like Sims, Burton, Avalanche, Barfoot, and Winterstick. Event results and recap can be found here.

Athlete Updates — MD Am Skate — April 2014

May 5th, 2014 by admin

Nick Tucker on Primitive

Nick Tucker has been killing it lately! In fact, P-Rod just signed him to the Primitive Team. Check out this edit on The Berrics.

Burton U.S. Open Recap

April 14th, 2014 by admin

The 32nd Burton US Open Championship was hosted by Vail Resort for the second season this year. This event is an opportunity for the world’s best snowboarders to gather to compete in slopestyle and halfpipe events.  Mountain Dew had on-site activation in the Sponsorship Village and Solaris Village which had huge lines of attendees waiting their turn for contests, photo ops, and free swag! Fans enjoyed inserting themselves into Danny Davis’ Live Portrait commercial with the use of a green screen and winning free Mountain Dew swag by taking part in a social scavenger hunt on Instagram. Here are a few highlights from the event:

Burton U.S. Open in Vail, Colorado

  • March 3-8

Photos and Video

On Site

  • The Dome in the Golden Peak Village was packed all week while fans waited in line for pictures of themselves in Danny Davis’ live portrait. Over 2,200 photos were printed in total. Fans could also receive prizes here after completing the #DotheDew scavenger hunt.
  • Mountain Dew’s sustainability efforts were successful with Mountain Dew branded recycling bins and barrels distributed throughout the resort. In addition, GMR displays were placed in Golden Peak and Solaris villages which had constant traffic.
  • Fans enjoyed the opportunity to Meet & Greet with Danny Davis and Scotty Lago. These athletes signed many autographs and posed with fans for pictures.
  • Hundreds of spectators were drawn into the Dew Emcee Grant through Dew inspired games, challenges, and trivia.


  • Fox Sports 2
    • Thursday, March 6th (7:30 PM EST)
    • Friday, March 7th (1:30 PM EST)
    • Friday, March 7th (4:00 PM EST)
    • Saturday, March 8th (4:00 PM EST)
    • Saturday, March 8th (6:00 PM EST)
  • Fox Sports 2
    • Monday, March 17th (7:30 – 8:00 PM EST)
    • Tuesday, Match 18th (7:30 – 8:00 PM EST)
    • Wednesday, March 19th (7:30 – 8:00 PM EST)


  • Burton aired live coverage throughout the four days of competition that included event coverage of finals and semi final events.

Mountain Dew Athletes

  • The Burton US Open was an opportunity to welcome Scotty Lago to the Mountain Dew team to join Danny Davis.
  • Davis and Lago poached the pipe alongside Terje Haakonsen during the pipe finals — the triple method shot is now in media outlets worldwide.

Athlete Updates — AMP Energy — March 2014

April 14th, 2014 by admin

Pearce Gives Back to Craig Hospital

Craig Hospital’s 2014 Christopher and Dana Reeve Inspiration Award went to snow-boarder Kevin Pearce, left. His parents, Pia and Simon Pearce, are

Kevin Pearce started the Kevin Pearce Fund after his TBI injury to raise money and awareness for TBI education and prevention. His first donation was to Craig Hospital in Englewood, Colorado which helped Pearce on his road to recovery. The $10,000 donation allows for financial support to patients at the hospital. During the hospital’s annual fundraiser, PUSH, Pearce was honored with the Christopher and Dana Reeve Inspiration Award.

Athlete Updates — AMP Energy — April 2014

April 14th, 2014 by admin

Pearce Doing Good

Kevin Pearce continues to raise awareness of brain injuries since his accident four years ago. In this video he talks about TBI and a disorder that appears in 50% of TBI patients called PBA. A doctor and patient of PBA join the conversation to discuss these issues.

Athlete Update — Mountain Dew — March 2014

April 14th, 2014 by admin

Precision with P-Rod

Another installment of XGames’ Pro Series takes you through Paul Rodriguez’s perspective on landing and improving upon tricks. Watch the video here.


Davis Wins Arctic Challenge

Danny Davis, handplanting the snow box | P: Danny Burrows/ Red Bull

This respected snowboard event was started by Terje Haakonsen fifteen years ago. This year, riders were able to dictate how they wanted the contest to run and be judged. After several riders meetings, they decided on a jam-style format (much different from the standardized 3-run format) and the criteria by which they’d be judged. In addition, riders had a say in the creative features that were built into the pipe. Overall, this was a competition for riders, by riders. Read more about it here.


Dadd’s Signature Shoe

Supra’s shotgun shoes produced a signature colorway for Keelan Dadd. Watch the promo video here.



Back to Beginnings with P-Rod

Paul Rodriguez explores his old skate spots in Northridge, California in his latest episode of X Games Pro Series. Check out the video here.

Trends & Insights – February 2014

April 14th, 2014 by admin

The Hookit Index

A new app allows us to track the social media popularity of action sports athletes. Mountain Dew athletes rank well for skateboarding and snowboarding. In skateboarding Paul Rodriguez (6), Sean Malto (9), Theotis Beasley (22), and Keelan Dadd (35) make the top 100 list. In snowboarding Scotty Lago (6), Danny Davis (10), and Luke Mitrani (33) make the cut. Keep up-to-date with the lists here.


Innovation for Action Sports

The makers of the Alpine Replay app are now working on a product that will allow surfers, skateboarders, and snowboarders to measure data about your session. Statistics such as amplitude, speed, and even the tricks you perform are recorded with this device. The small device can attach to your surfboard, skateboard, or snowboard securely and data can be viewed on the corresponding app. It’s not on the market just yet but find out more about the device and app here.


Linking Mobile Content


This article provides new insight into the mobile advertising industry by describing how advertisers are trying to refer users to other apps in order to generate continuous use.

Athlete Update – Mountain Dew – February 2014

April 14th, 2014 by admin

Davis Reflects on Olympics

The Boston Globe caught up with Danny Davis for an interview about the Olympic halfpipe and his love for snowboarding. As Davis puts it, “I just love to ride.” Watch the video here.


Olympic Men’s Halfpipe Results

SOCHI, RUSSIA - FEBRUARY 11: Danny Davis of the United States reacts after competing in the Snowboard Men's Halfpipe Finals on day four of the Sochi 2014 Winter Olympics at Rosa Khutor Extreme Park on February 11, 2014 in Sochi, Russia. (Photo by Cameron Spencer/Getty Images)

Americans fell short of the podium this year for the first time since 1998 when halfpipe became an Olympic event. Danny Davis fell on both of his runs leaving him in 10th place. To this he explains that he and teammates Greg Bretz and Shaun White let America down and he remarks, “Sorry America”.


Take a Look at P-Rod’s Shoe Collection

In this episode of‘s Sneak Peek, Paul Rodriquez shows off his shoe collection. Check it out here.


Danny Davis Confirms Attendance at the Arctic Challenge 2014

Davis has confirmed his spot at this years Arctic Challenge and talks about the vision he has for snowboarding’s progression. See what he has to say here.


Getting the Shot with P-Rod

Paul Rodriguez

A look inside what it takes to get that perfect shot with Paul Rodriguez. Take a look here.


Athlete Update – Mountain Dew – January 2014

February 6th, 2014 by admin

Davis on the Today’s Show

Danny talks to the Today’s Show about his X Games win and the upcoming Olympics. Watch the video here.


Danny Davis wins X Games Halfpipe

With some technical tricks, Danny Davis was able to get his first X Games gold medal title. With this win in the bag, he can get ready for the Olympics in February. See his winning run here.


Davis Heading to the Olympics


Transworld Snowboarding talks about the Olympics, Danny Davis’ style and how he stacks up against his competitors.


Malto’s Road to Recovery

After a quick, minor surgery, Sean Malto is healing up fine.  The guys over at The Berrics are having Sean document his recovery with his GoPro so we can join him on his road to recovery.  You can watch episode one here.


Paul Rodriguez: Populist

The Berrics held a video contest this month where viewers could vote for their favorite video among some pros who entered.  Paul Rodriguez entered his video, check it out here.


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