Feels Good To Be A Gangsta: Skateboarder Stevie Williams Profiled
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Reebok To Continue Producing
Williams' DGK Line Of Sneakers |
Stevie Williams, the leader of the Dirty Ghetto Kids (DGK) skating board crew, was profiled by David Holthouse of ROLLING STONE, who writes Williams is "the skateboarding industry's first black gangsta superstar." Reebok recently renewed a “seven-figure-a-year contract for his signature line of sneakers," which feature the DGK logo. Williams has also talked with ad agency Leo Burnett about appearing on Frosted Flakes boxes. One Leo Burnett exec said, “We’re talking about a long-term relationship, like Michael Jordan had with McDonald’s.” Williams: “I’m open to anything that’s not going to jeopardize my integrity or my morals.” Holthouse notes, "Due to his urban roots, trademark cornrows, tattoos and penchant for gold and diamonds, Williams is frequently tagged the ‘Allen Iverson of Skateboarding.’” But Williams is "as much Tiger Woods as Iverson. Like Woods, Williams isn’t the first professional black athlete in a traditionally white sport -- he’s just the first to transform his identity into a lucrative brand name and cult of personality with massive crossover appeal” (ROLLING STONE, 8/9 issue).
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