ESPN has another behind the scenes look into a BMX company, and this one is one of the most important. Sure, Vans and Etnies and other companies have BMX programs but how many footwear companies are dedicated to BMX? Excluding Lotek there is one, Orchid. Lotek has been leading the way, however, bringing signature shoes to life and boasting a team I’m not sure any other company can match.

I should mention Lotek recently donated 4,000 pairs (a fcuking LOT) of shoes to Haiti relief. Also, Rich Hirsch is a really cool dude. Get at THIS INTERVIEW.