If you're an OG skate head, you already know what Emerica is getting at with the title "WHY ARE YOU DOING THIS?"
It's the kind of question that has always been part of skateboarding whenever someone starts chasing money, fame, or brand deals that don't really fit with the culture.
This is a phrase that usually comes up when someone is accused of selling out.
That makes the title feel very on-brand for Emerica.
The company has spent years sticking with skateboarding and supporting the scene without changing its identity.
While more professional skaters have signed big corporate sponsorships over the years, Emerica has continued to back core heads and projects that stay close to skate culture.
The team's lineup also says a lot about what the brand stands for.
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Emerica has continued to support skaters who are respected for their video parts, style, and dedication to skating first.
That approach has helped the brand remain one of skaters' favorite skate shoe brands around the world, even as more mainstream companies have entered the skateboarding space.
The announcement itself was short but got people talking.
Emerica posted:
"“WHY ARE YOU DOING THIS?” Emerica tour video August 3rd on @thrashermag
🎥: @angel.4now"
With the premiere set for August 3 through Thrasher, skateboarders can expect another gnarly tour video featuring the Emerica team doing what they do best.
If the title is any indication, the video will likely carry the same attitude that has defined the brand for decades, showing why Emerica continues to earn respect from skaters who value skateboarding above everything else.