Why ESA Matters — and Why Otterly Rad Is All In
Something solid is taking shape in Edmonton’s skate scene.
The Edmonton Skateboarding Association (ESA) is officially getting off the ground, and that’s a big deal. Not flashy. Not hype-first. Just the right kind of momentum that was built around access, support, and keeping skateboarding alive and healthy at a grassroots level.
From the outside, what stands out most about ESA is its intent. It’s not here to replace what already exists or compete for attention. It’s here to connect the dots — between skaters, spaces, volunteers, youth, and the people quietly keeping things running behind the scenes. That kind of structure has been missing for a long time.
What We’ve Learned About ESA So Far
A few things stand out quickly:
- Skateboarding grows when cost, confidence, and access aren’t barriers
- Consistency beats one-off moments
- Youth programs only work with structure and safety
- Volunteers matter more than logos
- Skateboarding works best when it’s treated as culture, not content
ESA is building with that reality in mind. That’s rare.
Where Otterly Rad Fits In
Otterly Rad has always supported skateboarding beyond product. ESA gives that support direction.
This year marks the first time Otterly Rad is formally working with ESA on Make It Rad. In the past, the event has been largely independent, supported by generous partners and donors. Bringing ESA into the fold adds structure, longevity, and shared responsibility — without losing the heart of what Make It Rad has always been.
Looking Ahead
ESA’s launch is a sign that skateboarding in Edmonton is growing up without selling out. Make It Rad, entering its third year and its first with ESA involved, is about building something that lasts, not just something that happens.
Otterly Rad is proud to support ESA — not because it’s trendy, but because it matters.
Photos from https://otterlyrad.com/make-it-rad-2025-recap/ & https://otterlyrad.com/local-124-street-jam-2025/
Photography by Chris Peretti & David Bernstein