When you think of surfing, what is the first car brand that comes to mind? Jeep? Chevy? Wrong! Apparently Mazda thinks their Skyactive technology is as groundbreaking as tow in surfing with Laird Hamilton. You be the judge.
Every so often we come across a product that can survive the boardroom during the week, and be equally at home when you're riding your boards on the weekend. The Rapide watch by Tire'd Watch Company is one of those products. 

Tire'd Watch Company was started by Edward Cole and his love for watches. The Rapide is a unique watch that uses recycled rubber and titanium so the wearer can be 'green' without sacrificing style or comfort. The "tire'd" name comes from Ed's experience of being tired of a routine job and boring watches, as well as a tread pattern on the band that resembles a BMX tire. I had a chance to speak with Edward Cole about this extremely unique timepiece and the process it took to create it. 

Why create a watch and not a bike component? Or why not just sponsor a race team with your name on it?
EC: I can only say that watches have always been a passion that were not physical activities. Mountain biking and heli skiing are what I love to do. The only other thing that interested me were timpieces and the movement of certain watches I was purchasing. But I was getting tired of the watches I had and the job I was in.

How did you persevere after getting turned away by so many companies to make a true quality watch?
EC: I had an idea in my head, I thought it out and went through the whole process and finally made a 3D model. I took it people much more knowledgeable in the industry. I took it to people that matter, that really understood what I was trying to do and they really liked it. That kept propelling me. Eventually I met the right people at the right time and it was the perfect storm.

Do you have any sponsored athletes or plans to?
EC: As of now I'm speaking to 2 sports agents. But I want to make sure the athletes we sponsor are aligned with what the watch stands for.

Any plans for a different style or a women's size ?
EC: We have a chronograph version in the design phase, and a unisex version. The unisex version will be a slimmed down version of the Rapide.
Edward Cole putting his ideas into reality.
Happy to report that Balaram Stack has a new logo for his board. He has joined the Volcom team according to Surfing magazine's interview here. It is probably a better fit for Stack since Volcom will allow him to travel and do more videos with no contest requirements. Congrats on the new job Balaram!
I'm not a huge road cyclist, but I'm a huge F1 and supercar fan. So when I saw this bike built by Specialized and McLaren, I knew I had to have it. Can someone loan me about $18,000? The S-Works + McLaren Venge is beyond words, it just looks fast and light. I want one.
Show your support for the New York state of mind and check out all the nysea gear at their online shop here. Wear their fresh gear and always have a way to meet people when they ask "There's surf in New York???" And depending how much you like them you can say yes and give them hints as to where to find it, or say no and keep on walking.