Nike just dropped their Nike FC initiative this week and to coincide with that, they have taken over 6th & Mill in downtown Los Angeles to celebrate the sport, the collection and the culture. By taking over 6th & Mill, which is a Nike SB skate warehouse, they are blending cultures and encouraging people to play the sport anytime and anywhere.
On Monday night Nike kicked off a week of events that are taking place at 6th & Mill with an intro to things hosted by none other than our good friend Max Bretos.
Our boy Alexi joined Max on stage to talk about a slew of topics around the sport, but many focused on the culture of the sport and how that culture is in a very different place here in the US than it was a few years ago. In addition to Alexi, Nike sponsored skater, Sean Malto, jumped in on the conversation as it touched not only on both cultures, but some of the things that both sports have in common. Both obviously are driven by the athletes feet and lower body and so from a performance stand point there are some similarities. But there are also plenty that can be found if you look a little deeper.
Both sports came out of sub cultures within the United States. Skating certainly had it’s own sub-culture and in the early years it was often looked down upon by the big sports and folks outside that world. Soccer in America has long faced that same sort of scrutiny from those outside of our sport, but our sub-culture and those who are in it have made the sport what it is today. Just like the skate community did for their sport.
Anyway, all this week Nike will be celebrating soccer and skating at 6th & Mill. There are pickup games going on, open skate sessions. Music, food, good people. There is plenty of fresh gear on hand. I actually picked up a pair of these on Monday night.
This Thursday the week will commence with a 4 v 4 tournament that we have the opportunity to take part in. There are some other great brands and people that will be participating as well. The sport and the culture will be shining this week so if you are in the downtown area make sure and stop by 6th & Mill.
Here’s a little bit of action that was taking place on the “pitch” on Monday night.
Get your picture taken in the trophy room and share it socially with friends.
6th & Mill
1337 E 6th Street
Los Angeles, CA 90021
Photo of Max, Alexi and Sean via Axis Photography.