The word “Core” in the snowboarding world seems to get thrown out a lot lately. Its almost to the point where its become a very mainstream word. Now think back to 10 plus years ago and there was another word that had the same lifespan that word was Extreme.
When you ask someone about say a company like Rome or Capita they say they’re so Core. Now lets say its the early 90’s and someone is talking about a company like Burton or Ride people would say they’re Extreme. It’s almost like these two words could be interchanged like, “Dude my board is so CORE!”, instead of the word Extreme.
I’m waiting for the mainstream media to make use of this word and whore it out even worse than it already is. Perhaps instead of the X games it could be the Core Games. Infact we could have rampant nepitism and just have the offspring of Sal Masakala and The Dingo be the official commentators. Or better yet we could find someone that clings to the nuts of whomever is the most “Core” scenester of snowboarding and give him a job. EXPN could change its name to CPN and we could have top run results at :18 and :48 past the hour. Shops like REI, Sports Authority, Dicks, etc. etc. could change their ski and snowboard departments to Core departments. Infact Sports Authority could change the Sims name to Core and you could ride Core apparrel.
If you haven’t gathered by this point at what I’m rambling about. Then I shall break it down for you, core is nothing more than a buzz word that marketing companies spin into the advertising dollars to make people believe that they’re part of a counter culture and not the mainstream. We have to face the facts in this day and age of 100 dollar lift tickets, 1,200 dollar snowboards, and events like the Olympics that the word “Core” has lost its meaning. Remember that when your tossing that word around for extra Bro points that maybe it isn’t exactly what its cracked up to be.