Maloof Money Cup coverage: Chris Cole wins Pro Street, takes home $100K

 Chris Cole flips over the sawed railing and, a bit later, lands on $100K. (Photo: Luiz Calado)

The 2009 Maloof Money Cup Pro Street is history.

Literally. 

• View photo highlights from the 2009 Maloof Money Cup Street Pro

In the archives of skateboarding chronicles, the unprecedented levels of originality and skill displayed in this contest will remain unparalleled for a very long time.

Or, at least, until next year.

;-)

Zoo York Pro Street Championships

The fact is, there has never been a contest like this before and, without a doubt, the most important innovation is the terrain.

Geoff Rowley, the California Skateparks team and other professionals took inspiration from renowned spots from around the world and were able to bring to life a street skate setting like no other on the planet: it allowed the linking of flowing and unpredictable lines plus an endless variety of approaches – if only for the few days the event lasted. 

Knowing that this mind-blowing skate park was to be tore down as soon as the contest was over was one huge heartache that everyone shared since the preliminary sketches were first seen.

It happened as planned. At least, we have the consolation that materials like concrete, rails, ledges and marble are recyclable and will be reused in the future on other – hopefully, longer lasting – skateparks. 

View of the street plaza from the vert ramp deck. (Photo: Luiz Calado)

This time, Chris Cole was the one who took first place and, while he categorically earned it, the judging of a contest like this – under such unique circumstances – had to, to some extent, weigh up on subjectivity.

Lutzka bluntly slides the UCI rail (Photo: Luiz Calado)

It is not like the judges are bias or inept – on the contrary. The World Cup Skateboarding (WCS) crew has more than enough personnel with skateboarding knowledge and experience to validate their capability to referee a competition.

But, unlike a typical vert contest where athletes alternate runs one after another, a street jam session is much like a demo – skaters don’t wait for turns. They attack whatever obstacle they want, with whatever trick they want, whenever they want. That means different skaters doing different tricks in different parts of the course – at the same time.

Even with the street plaza partitioned in three sectors and sessioned one at the time, it was virtually impossible to keep an eye on all competitors at all times.

Also, nearly every skater showed a degree of partiality, giving preference to one obstacle while completely ignoring another within the same sector.

Whether broken decks, bails, or even collisions were accounted for or not, there is the last, but not the least, component to this particular contest – the cash prize.

The Maloof brothers have money – and no problem with spending it flauntingly.

Close to a half million dollars, the award purse is not the only wealthy taking though. From press conferences packed with sexy women to parties irrigated with expensive champagne, the Maloof money buys a lot of buzz: celebrity appearances, rap star performance, plenty of air time in network and cable TV…

 Back bluntslide by Best Trick's $10K winner, Adam Dyet. (Photo: Luiz Calado)

This uncanny level of wealth is not native to skateboarding and has generated some criticism directed at Joe and Gavin Maloof (owners of NBA’s Sacramento Kings, WNBA’s Sacramento Monarchs, Sacramento’s Arco Arena and Las Vegas’ Palms Hotel and Casino, among others) reprimanding the exploitation of the sport for personal benefit.

Condemnation has also been fired at organizers, skateboarding companies (aka, sponsors) and even participating athletes for selling out to greedy tycoons.

Truth is, there is nothing new to this debate. Skateboarding contests have, since their inception, been a source of argument of whether they are beneficial to the sport or a blood sucking capitalist parasite.

It is true that contests give the sport a broader level of exposure to wider audiences. They bring together a good number of skilled athletes in one venue and shine the spotlight on a selected few, creating icons who can spark awe and inspiration into the viewers. 

 P-Rod, ss 50-50 (Photo: Luiz Calado)

At the same time, these events are promotional instruments to companies and brands who are in the business to make a profit. Through contests, the industry fires up the target audience who fuels the market by purchasing the advertised goods.

Yet, in recent years, the advent of mega-corporation sponsored events has altered considerably the attributes of skateboarding competition. For instance, when ESPN decides to broadcast the X Games finals live, skaters are required to comply with made-for-TV rules and stop skating completely for a 3- or 4-minute commercial break. During this stagnant interval, the body temperature lowers, the adrenaline pumping dies down and, by the time the skating resumes – always on command – the level of performance is nearly lethargic.

Perhaps the best representation of this argument is whether skateboarding should be in the Olympics or not. For years, deliberations fell short but eventually it will be – if not in 2012, for sure in 2016.

But, at the heart of the matter is the fact that skateboarding is not about competition.

Skateboarding is – and, I believe, will always be – an individual activity. Much like an art form, it is a way of self-expression, an outlet of freedom and independency, a channel for defying the norm and overcoming obstacles.

Skateboarding will live on, with or without contests.

In the meantime, if we gotta have them, the Maloof Money Cup is definitely more than welcome to stay.

Final results 

 Everyone's a winner - it's party time! (Photo: Luiz Calado)