Nike finds a Finnish entrepreneur for its store

In Jyväskylä, Finland, a nearly two-decade-old skate shop named Beyond Store stands out in the Finnish streetwear scene. Its owner, Juho Haapala, has cultivated a business that garners respect not only from his loyal customer base but also from prominent figures in the music industry, including rappers, and even the global sportswear giant, Nike.

Haapala's influence extends beyond his physical store. He actively promotes Jyväskylä on the global map through the popular films produced by his Beyond skate team. Furthermore, he has engaged in collaborative projects, such as designing special edition shoes that pay homage to the renowned Finnish architect Alvar Aalto, blending skate culture with local heritage and design.

Despite his success and recognition, Haapala remains grounded. In a scene captured at his street-level store on Jyväskylä's pedestrian street, he admits to being so busy that he hasn't had time to skate himself this summer. The mention of an upcoming photo shoot for the Helsingin Sanomat newspaper highlights his continued relevance and the media attention his unique business attracts.

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I haven't had time to get on the board once this summer.