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Nollie Flip to Riches 

Wednesday, Oct 10 2007
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As a broke, washed-up professional athlete, sleeping on a friend's floor at age 27, Steve Rocco wasn't in any position to take over his sport's industry. But his sport happened to be skateboarding, and in the late '80s, legions of young kids were just itching to let skater-owned companies help themselves to whatever was in their piggy banks. Rocco started his company, World Industries, with credit cards and the kindness of friends, and he broke the grip corporate companies had on the scrappy sport. He also ushered in the era of street skating. Some of the wittiest ads skate magazines had ever seen spun out of World, as well as the careers of director Spike Jonze, filmmaker Jeff Tremaine, skater-turned-actor Jason Lee, and the Jackass empire, thanks to the off-shoot Big Brother Magazine. A new documentary, The Man Who Souled the World, takes a look at the subversive leader and his controversial business practices, getting a host of name skaters in front of the camera. Rocco, Lee, freestyle wizard Rodney Mullen, big-air guru Danny Way, some Jackass guys, and Larry Flynt all roll through the film, as does a period soundtrack. Remember Mother Love Bone? It's in there.
Oct. 10-13, 2007

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Michael Leaverton

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