Sometimes we people are so much into material things, living a life that is not our but the reflection of the messages imposed by marketing, branding and opinions of others. When I traced the map for the Coyote Skate School I had so clear that our school had to be something different. Something far from the traditional marketing related with skateboarding, mainly because we are not a brand but an Ateneo made from people to people, from skaters to skaters.

This is why we have not an uniform, we don’t sell merchandising and we don’t care about being considered “cool” or “hardcore skateboarders”. The only thing we care about is to make our kids happy. We want to share with them, and with you, all those things we feel when skateboarding or surfing. And for us the only way to reach this point is being ourselves. Being absolutely free.

We rather prefer the imperfection of the streets, or the cracks and potholes of the Parco Lambro Skatepark than the finest skateboard facilities, because we consider skateboarding as something coming from the people and not from brands and companies. We want skateboarding honest and real.

Skateboarding is about joy but also about falling and experimenting this kind of pain that makes you know that you are alive. You will feel it and you will love it as we love the feeling of the spring’s sun over our heads and the taste and smell of the winter in the Park.

At this point we can proudly say that we are not part of the “Skateboarding Industry” and we don’t want to be part of it. We just wanna skateboarding and transmit our values and way of live to the next generation.

Keep it simple, keep life rolling!!!!

Coyote Painting Walls