Mr. Cartoon plays for U.S.A in the FIFA World Cup 2010

The ultimate sporting event is nearly upon us! Yes, the FIFA World Cup is here again, but the training and competition isn't all about the football (soccer) pitch. It's about the world's brands, that are underwriting the sporting event, winning your hearts and minds too!

On June 11, eight groups (A-H) and 32 national teams will begin competing for the World Cup trophy in South Africa. And the toughest group G comprises of Brazil, Portugal, Ivory Coast and...North Korea?! (Don't miss U.S.A. vs. England on June 12th 11.30am PST!)

Nike x Street art Nike (Sportswear) kicked off its True Colors Artist Collaboration with artists from around the world designing their national football team emblems. For the U.S., the privilege goes to Mr. Cartoon from Los Angeles. For the World Cup 2010 project Cartoon approached it as a sign painter:

"For the crest, I wanted it to be real official looking...yet people would want to rock it...
When I approach a project like this I want to look back at it in 10 years from now and say that was cool, that was dope! Doing the U.S.A. logo, doing the eagle icon...putting the U.S.A in a shield that really made it look official, but still had a feel of...a street artist did it instead of a airbrushy-looking. I wanted it to be hard, solid. Mad business, you know what I'm sayin'?"

"I've been asked why me? I don't know...I think it's real, real  edgy for them to do that man, being that I'm heavily tattooed and I'm connected...to graffiti plus being Chicano, being Mexican to be able to do the eagle and snake was outta control!"

The Last Laugh Cartoon has his The Last Laugh store (with photographer Evan Oriol) in downtown L.A. which captures his love for low-riding, tattooing and graffiti. It also has some of his sneaker collaborations for Nike and Vans. Check out the opening here back in 2008.

All roads lead to LA's downtown: Upper Playground, The Last Laugh

I'm been distracted, but I've still be out and about so now's the time to update my digital diary.

It's all about downtown as San Francisco and east LA have opened half a block (6th Street and Los Angeles) of stores on the edge of skidrow!

Empire Strikes Back Upper Playground's empire has come to the Los Angeles Metro area...that's five spots including London. Expect more from these clued up retail taste-makers. And they've brought their artists with them too. Remember UP's clothing label brought us the Fifty24 Gallery? Well, some extra retail flavor has come through a collaboration between Mr. Cartoon's Tattoo Shop and Estevan Oriol's photography, called The Last Laugh, following on from the clown imaginary used heavily by Mr. Cartoon.

Represent I went down to check out what was happening. Parked outside the stores were a few classic cars and some pretty under-dressed Latina hotties. What's up with that? I love the pic of the gal with the LAPD...LA's finest at work, baby! Mr Cartoon told me I can get on the list now for a tattoo...imagine that! Shiiiite!