The idea of the brand is that skate is more than competition, skate is a solitary connection between the skater and the city, skate is what you do when you are yourself.
No games, no trick, no trophies, just you and your skate board in the city, in the concrete, squares, empty streets. It's the connection of knowing who you are, and enjoying that alone.
All features of the brand are in black and whit. the videos, clothes, merchandise.
The black and white is what symbolizes that strong connection to the sport and to the city, it is a simple love, a black on white love.
Solo does not create heroes, Solo just allows you to keep doing what you do, because you love it.
The payoff is a representation of SOLO's vision on the sport. It is not about how good your trick is, but it is about that common feeling of freedom and passion for the sport.