Jamie Thomas in New York Times, dude.

It’s always amusing when an article in the mainstream business press uses the word “dude” in a skateboard-related feature, right? Well, predictable, yes. This is an old piece of news, but I’m cleaning house. This New York Times article titled The business of board sports: It takes hardcore credibility, dude isn’t solely about Jaime Thomas, but he is the focus. It talks about how marketing and brand recognition are different animals for “board sports” companies, and how Nike and others have found it hard to crack. It’s an OK read, but not much your average Skate and Annoy reader doesn’t already know. The dollar figures are pretty impressive though, and there’s a not-so-gratuitous gratuitous Tony Hawk appearance. Because Tony’s quotes are in reference to selling the Hawk brand to Quicksilver, it actually make sense, unlike Rob Dyrdek’s appearance in Forbes. Read It takes hardcore credibility, dude at International Herald Tribune. Look how I got all artsy on that title graphic.