This is an elevated take on what DC was founded on. The Never Broken metaphor is represented by Danny Way in this brand teaser video to support one of the three quotes for NVRBRKN. "Never Quit".

DC Shoes is proud to introduce the NVRBRKN. concept collection for FA ’11. A head-to-toe product line with a design philosophy to boost confidence when facing opposition. Never Broken is a metaphor about overcoming adversity, mentally and physically. The primary word mark logo is a stylized short name consisting of the consonants taken from the two words “never broken” combined into one seven-letter word designed to support the DCSHOES 7-point DNA. The broken star logo mark is a reinterpretation of the 7 point star within the DC logo. A visual representation of a competitive attitude maintaining its original form despite the fracture of one of its points. Skateboarders are a testament to this spirit, since they are known for their ability to adapt to obstacles on the street using an unorthodox approach. Their mentality is to get back on the board despite injuries and being overlooked. Skaters pave their own way in society with a mindset that allows them to succeed on and off the board.

“Never underestimate your opponent, never compromise, and never quit”. NVRBRKN.

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NVRBRKN. Marketing Director: Hommy Diaz
Editing Assistant: Eldrich Legaspi
Voice Over: Danny Way
Track: Pontiak | Part 1

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