DC is releasing its latest commercial today, starring DC’s Rob Dyrdek, and featuring DC pro skateboarders Chis Cole, Mikey Taylor, along with actors Nick Swardson and Michael Rapaport. Appropriately titled, "DC’s Guide to Lightness Featuring Rob Drydek and Friends" the commercial follows Rob’s journey to the answer to the question, "Lighter shoes weigh ___?" Check it out now at: http://dcshoes.com/unilite.
From DC’s Fall 2011 Collection, the Alias Lite is showcased in the new video. Designed by Rob himself, this shoe is DC’s first hybrid skate runner featuring DC’s revolutionary Unilite(TM) technology, which makes the shoe ultra lightweight and flexible, as well as, extremely comfortable and durable.

Inspired by one of Rob’s previous DC signature pro models the Alias, the Alias Lite has a clean and slim profile, without sacrificing the performance technologies needed for a great skate shoe. Adding to the design aesthetics is Rob’s signature on the tongue and the unlucky bunny from the "Make Your Own Luck" line on the insole. Perfect for everyday wear, the Alias Lite also has DC’s trademarked "Pill Pattern" for long-lasting durability.

Unilite(TM) is naturally super light and flexible so it moves with your foot, while providing long-lasting cushioning and impact protection, and because it’s sole-grade, we can use less rubber on the bottoms of the shoes without compromising performance. „