Vulnerability, passion, perseverance. These are the qualities that define people who genuinely love what they do, and the ones who are at the heart of Monster Energy’s riveting video series: “SELF MADE.” Through conservation, immersion, and tattooing, the series reveals these traits through the lens of tattooing legend Luke Wessman.
The “SELF MADE” subjects give this campaign the ultimate authority: superior athletes alongside a tattooing heavyweight. The concept is simple yet significant: Wessman enters the athlete’s environment, exposing himself to the comforts and cruelties of their sport. Then the setting shifts as the athlete enters the tattoo artist’s environment, exposing themselves to the comforts and cruelties within the art of tattooing. The synergy is palatable, and the lessons that surface are profound.
“I’m just a conduit for all the cool athletes that are part of the brand,” Wessman says. “It’s like my vessel is art and tattooing, and that’s what I can bring to the table and then try to let them shine.”
Creating a Monster
Human connection matters, and Wessman’s approachability and ability to create new friendships have made him a master of the art. It was at the 2022 grand opening of the Bike Shed in Los Angeles that Wessman’s longtime friend, an English barber, connected the former “Miami Ink,” “NY Ink,” and “Ink Master” artist to the people at Monster Energy.
“I’m just a conduit for all the cool athletes that are part of the brand. It’s like my vessel is art and tattooing, and that’s what I can bring to the table.”-Luke Wessman
The conversation came naturally and eventually turned toward tattooing and the tattooing culture. It was an immediate kinship that endured after the event, and in 2023, Wessman created his first original artwork for the influential brand. The piece was used for a VIP tattoo activation at the Ventura X Games, where Wessman tattooed skaters, BMXers, and Freestyle Motocross (FMX) riders. Just a single stroke of his tattoo machine, and his role as Monster tattoo ambassador was solidified.
The collaboration made sense. Wessman’s repute, talent, affability, and deep roots in tattoo culture aligned seamlessly with the energy drink giant, a brand with a long-standing loyalty and one that remains connected to communities, many of which are shaped by tattooed individuals.
Monster’s deep-rooted presence in action sports, racing, and riding organizations paired effortlessly with Wessman’s decades of creating tattoo art. “It seems everybody in the world is tattooed now, but in particular, these high-energy people who are elite at their sports, almost everyone is tattooed, so it wasn’t like some weird pairing. It made sense.”
“SELF MADE” at Its Core
The Monster-Wessman vision of what this collaboration could achieve grew into a beast with purpose: “SELF MADE,” a series in which the polished performer is stripped away, exposing the personality, passion, and perseverance that guided the athlete to greatness.
“SELF MADE” is about slowing down and giving people room to talk while something meaningful is happening,” Wessman explains. “The tattoo isn’t a prop; it’s the setting. When someone’s in the chair, the guard drops. You’re not performing. You’re just talking. Whether someone’s won 10 golds at the X Games or an intense playoff win in the NFL, those moments surface naturally in that space.”
The series reveals vulnerabilities in real time. In Episode 4, Canadian Olympic Skateboarder Matt Berger repeatedly falls before landing his trick. “People, especially when they hear the term ‘professional,’ they just expect (that) you can land anything on command. A lot of people don’t realize how many mistakes it takes until you get the make,” he says to Wessman, adding, “You go until you can’t.”
This perseverance is a common theme, like when Olympic Snowboarder Sage Kotsenburg reveals his work ethic in Episode 5. “If I’m battling a trick and we’re out filming, I won’t give up until I can’t walk, you know?” he explains. “I had that this winter: battle a trick, and I couldn’t ride for like a week after. My hips were so flared up. But I got the trick.”
“At its core, the series exists to show the human side behind the logos, the helmets, and the headlines, through a process I’ve been part of for over 25 years,” Wessman explains. Eight “SELF MADE” episodes have been released so far, and the series has yet to repeat a sport that Monster has sponsored athletes in, with BMX, Dakar, the NFL, and Professional Bull Riding broadening Monster’s current “SELF MADE” catalog. And with Supercross, UFC, F1, mountain biking, surfing, off-road racing, skiing, and more in the mix, the series’ road ahead is stacked.
Monster Powers Activated
Wessman has traveled all over North America for Monster, not just for “SELF MADE,” but for tattoo activations at Monster-affiliated concerts, sporting events, and corporate events. These activations are either public-facing or reserved for VIP events.
“The public events are designed to feel like a real tattoo shop, just placed inside an event,” Wessman says, emphasizing the activations’ popularity. “Depending on the event, we’ll have anywhere from a few hundred to over a thousand people interested, but the priority is good work, a smooth and respectful experience, and short but meaningful conversations with every person who sits in the chair. That balance representing the brand while honoring tattooing is always the goal.”
“At its core, the series exists to show the human side behind the logos, the helmets, and the headlines, through a process I’ve been part of for over 25 years”-Luke Wessman
VIP events are more intimate, catering to the athletes, ambassadors, and friends and family of the VIPs. These activations are smaller in size, so Wessman and his team have more time with the clients. “I’ll often do more custom work for the athletes, riders, and even their spouses, and there’s time to slow down, talk, and make the tattoo truly personal,” Wessman explains.
To streamline the process, Wessman designs one to three flash pieces that represent the location or occasion. For example, for the Winter X Games in Aspen, he developed flash artwork of a snowboarder with his head in the snow; a shotski, a ski that holds multiple shot glasses for a small group to consume simultaneously; and a “Dumb & Dumber” design, a nod to the movie’s setting.
“The public events are designed to feel like a real tattoo shop, just placed inside an event”-Luke Wessman
Like its iconic logo, Monster Energy has just scratched the surface, with big plans underway for 2026 — cultivating more connections and exploring new locations, perhaps overseas. “Tattooing puts you in a chair with people from every walk of life, and for a few hours, you’re trusted with their story and their skin,” Wessman shares. “You get to sit with everyone, from judges to movie stars, teachers, and janitors alike. That’s what’s kept me interested all these years: the people, the responsibility, the connection, and the reality that you only get out of it what you’re willing to give.”
Get in on the action and watch full episodes of Monster’s “SELF MADE” at youtube.com/monsterenergy.
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