Coke's energy drink presents a short film capturing the passion skateboarders (and other athletes) have for their sport of choice.

The short film ‘Ride‘ is a compelling ode to skateboarding, featuring Steve Berra and Mexican skaters Jesus Gonzalez, Eder Martinez, Mario Saenz, Angel Santiago and American Luis Tolentino. Shot on location in Mexico City, the film features the skateboarders catching fire as a symbolic (and literal) representation of the ardor that most skateboarders feel during (and thinking about) their time on a board.

To add to the ‘fire' analogies – Burn – an energy drink within Coke's portfolio – is the sponsor of the video. A visit to Burn's site demonstrates that the brand has actually partnered with quite a few artists, athletes and musicians to develop a pretty robust portfolio of lifestyle content for what we assume is a young/youthful consumer with a soft-spot for the skate and snowboarding lifestyle. Burn has positioned themselves – and their Facebook page – as;

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