New Nike Skateboarding Film Shows How Skateboarders See the World Differently

Nike and commercial production company Hoffman Bros. recently teamed up to produce a new skateboarding short featuring pro skateboarder Stefan Janoski. Currently airing on the Nike Skateboarding website and on-air on FS1, the three-minute film artistically visualizes Janoski’s experience of the world – personally and as a Nike skateboarder — along with fellow pro riders Sean Malto and Karsten Kleppan.

“Can’t Turn It Off” is inspired by Janoski’s insight that skateboarders perceive things differently; whereas everyday people just see a bench, a set of stairs, or a railing to hold on to in the urban landscape, skateboarders can see and realize infinite possibilities through their lens as athletes. The film begins with intimate shots of Janoski’s personal items before revealing a close-up of the new Nike SB Stefan Janoski Hyperfeel shoe, which employs Nike Hyperfeel technology to deliver the ultimate boardfeel. Janoski then takes a drive, where his imagination takes over as he manipulates the cityscape around him in physics-defying ways.

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