Red White Skateboard

Skateboarding: The Art Of War - Steve Rocco

In 1989, Brad Dorfman reported a whopping 89-million dollars in company turnover for Vision Inc. Not too shabby. Two years prior, with business already blooming alongside the 80s skateboard explosion, Brad had to make what probably seemed like a rather mundane decision at the time. He kicked 27-year-old freestyle professional Steve Rocco off of Sims Skateboards, on of Vision's many lucrative subsidiaries. By 1991, that very same man was at the helm of the best-selling company in skateboarding: World Industries and rumors were churning about Vision's imminent bankruptcy. What happened? A man living on Naras Kaupas' kitchen floor maxed out his credit card to buy 6,000 dollars' worth of boards, screened them, and then proceeded to all but tear down the "Big Five" (Vision, Powell Peralta, Santa Cruz, Thrasher, and Transworld), usher in a new era of street skating, give a heavy shot in the arm to the skater-owned company, and permanently change the rules by which skateboarders do business. He did so with little more than a keen sense of humor, an ear to the ground, fearless power moves, and an incredible knack for turning his weaknesses into advantages. That man would quickly become known throughout skateboarding simply as "Rocco". The upcoming Whyte House Productions documentary, The Man Who Souled The World tells his story. The following are the broad strokes.

THE BOOT AND THE BIRTH
" It actually never occurred to me to start a company. I was just a skater at the time that had been kicked off a team. I though my life, at least the part that had anything to do with skating, was over." According to Rocco, it was Zephyr Surf Shop co-founder and one-time Z- Boys team manager Skip Engblom who first suggested buying 500 boards and starting a company. Accordingly, Rocco pushed all his chips into the middle of the table, and with a little hand from Natas and Skip, launched SMA Rocco Division. SMA or Santa Monica Airlines, was a subsidiary company owned by Santa Cruz that Natas rode for at the time. Very quickly, Santa Cruz, an established mainstay in the industry over the past few decades, demanded he stop using the SMA name for his company. At the same time, "SMA World Industries" had been screened on a fiew boards and shirts as a joke for how small the operation actually was. In response, Rocco dropped the SMA name and World Industries was born.

THE SEED INVESTMENTS
With an actual company under his belt, Rocco began searching for capital by which to sustain his small venture. John Lucero made a quick cameo as an investor, then promptly pulled out, selling his shares to then unbeatable Powell Peralta freestyle sensation Rodney Mullen for 6,000 dollars. Rocco and Rodney had befriended each other earlier via the freestyle circuit, and Rocco went on to finance another 20,000 dollars of his company through a shady loan shark by the name of Kirby. Essentially, within his first year of business, Rocco had a choice- pay Kirby back the 30 grand with monthly payments of 2,500 dollars, or find out what happens to your knees when a loan shark doesn't get paid in full. In Rocco's words, "After many sleepless nights, we paid it back and Kirby became a friend and shareholder in the company."

THE FIRST TEAM AND THE BARNYARD BOARD
Rocco's very first rider would come in the form of Jesse "The Mess" Martinez. While considered one of the top established street skaters at the time, Jesse was as rebellious as Rocco and took little convincing in leaving Powell Peralta for World. Former Alva rider Jef Hartsel quickly followed suit, and with three established names to screen print on his boards, the powers that be (a.k.a Powell, Vision, and Santa Cruz) began to take notice of what Steve was up to. Their fears were quickly compounded when Rocco managed to officially swipe Rodney Mullen, and a red-hot seventeen-year-old Mike Vallely, up and out from under Powell's aging feet. Vallely's first board the " Barnyard" model, was the first-ever double-kick shaped deck to take hold in skateboarding- changing board shapes and concaves forever more. It was also legendary World artist Marc McKee's first board graphic, setting the tone for the neon, tongue-in-cheek cartoon graphics (later, also under the skilled hands of Sean Cliver) that the company became notorious for, and also became Rocco's first major financial success as a best-selling board. On top of all that, the Barnyard board was Rodney Mullen's first at bat as a board shaper.

THE BET ON STREET SKATING
As skateboarding at large watched intently, Rocco began, to the ridicule of many to essentially assemble the first all-street team ever. At the time, the industry believed it impossible for any company to survive without a marquee vert superstar a la Hawk or Hosoi. However, very quickly this theory proved to have become the exact opposite. Vert was about to die. World's first video, Rubbish Heap, contained absolutely no vert riders, save Jesse Martinez's incredible padless midsize ramp lines (and Tom Boyle in the end credits) and essentially blew up the likes of Jeremy Klein (first back Smith on a rail ever), Ron Chatman, and obviously Mike V. The video also contained Mullen's first-ever footage riding a "street" board, was one of Spike Jonze's first stints behind a video camera, and made a mockery of Powell and Vision's ultra high and glossy production values. With every passing month, skateboarding was turning further and further upside down, and the old guard was not at all prepared.

THE SPIN-OFF COMPANIES AND VIDEO TAKEOVER
By 1990, Mark Gonzales, then a star rider for Vision, approached Rocco, simply out of his amazement that Steve, a fellow skater, was running a company within which he could basically do everything and anything he wanted. Gonz proposed his company, Blind- "Blind" being the opposite of "Vision"- and Rocco grabbed World's top pro at the time, Jason Lee, and sewed him in to Mark's new venture. A year later, Natas Kaupas, equally amazed at what Rocco and now Mark were doing, left Santa Cruz to start his own company under the Rocco umbrella: 101 Skateboards.

Within the next few years, World Industries became a parent company to a whole slew of extremely profitable off shot "subsidiary" companies. Most notably, along with Blind and 101, was Plan B, a project former H- Street co-founder Mike Ternasy came to Rocco with, ultimately leading to one of the most star-studded teams ever assembled: Danny Way, Colin McKay, Matt Hensley, Sean Sheffey, Rich Howard, Mike Carroll, Sal Barbier, Pat Duffy, and Ryan Fabre.

After Rubbish Heap in '89, Blind's Video Days in '91 (Spike Jonze's first job directing and considered by many to this day to be the best skateboard video of all time), it became an undebatable fact that any and every video coming out of the Rocco family editing bay would be the absolute best. All this to the enormous chagrin of Stacey Peralta and George Powell, who had essentially held that spot since the skateboard video was given birth via the Bones Brigade Video Show back in '85.

THE AD WARS
Since the inception of the World, every last ad Rocco ran contained two constant elements-sarcastic wit (often at his own expense) and seething controversy (often at the expense of others' morals). However, it was not until Powell ran an ad with three of their riders, mocking the skater-owned "smaller" companies (a direct attack on Rocco, Gonz, et cetera), that all-out war was declared between the two camps.

With his next Blind ad, now referred to simply as the infamous "Dear George" letter, Rocco unveiled a series of boards directly mocking some of Powell's most prestigious VCJ graphics. The ad was accompanied by an open letter to George Powell ending simply with "P.S. Do you think I should kill myself." The end result-within months of this now very public battle, Powell's board sales tanked like the Titanic while Rocco's rose like Apollo 13. It was rumored in the industry that Steve was then holding nearly 80 percent of the market share in the U.S. alone. In his head-to-head battle with nearly all his former "Big Five" enemies, Steve had beaten them at their own game. It was now his turn to make the rules.

After gathering his legends in the form of Jesse, Hartsel, Rodney, Mike V., the Gonz, and Natas, Rocco quickly moved on and showed incredible knack for hooking up not only the youngest street skaters (a.k.a. Chris Branagh, pro at eleven), bur more importantly, some of the most talented throughout the past decade. He found Daewon Song and Jason Lee, he spotted the magical talent of Kareem Campbell, and built an incubus during the early 90s that nurtured the likes of Guy Mariano, Henry Sanchez, Lavar McBride, Marcus McBride, Chico Brenes, Daniel Castillo, Brian Lotti, Jovantae Turner, Eric Koston, Chris Pastras, Randy Colvin, Keenan Milton, Shiloh Greathouse, Ronnie Creager, Gabriel Rodriguez, Joey Suriel, Lee Smith, Gino Iannucci, Rudy Johnson, Tim Gavin, Richard Mulder, and on and on and on. Rocco was also one of the frist company owners to push a seriously multi- ethnic, multi-racial team in what had formerly been viewed as kind of a white-washed pastime.

BIG BROTHER TO JACKASS
With his constantly profane ad concepts, Rocco was continually running into problems with the censorship policies of then Larry Balma-owned Transworld and even the more lax policies up at Thrasher. When Larry Balma refused to run a specific World ad on the grounds that it promoted teen suicide, Rocco had had enough. In response, he replaced the ad with a questionnaire, explaining his situation, and asking Transworld's readers what he should do in response. Their answer- " Start your own magazine." Accordingly, Big Brother magazine saw its first issue. After giving Jeff Tremaine his first shot in skateboard- mag publishing, which in turn later gave Johnny Knoxville his first chance at acting via the Big Brother videos, Big Brother became one of the most controversial magazines of the 90s period (full frontal nudity, drugs, theft, and the Los Angeles local news favorite "How To Kill Yourself" article). Rocco eventually sold Big Brother to none other than Larry Flynt in 1996. With a little help from Spike Jonze, Tremaine would ultimately transition Big Brother's videos into MTV's Jackass, Wild Boyz, Viva La Bam, Rob & Big, and the rest.

TEENAGE MILLIONAIRES AND COMPANY MUTINY
In 1992, Rocco had his first ten-million-dolor year. One of the best things and ultimately one of the hardest things about him running his teams was that he essentially gave them unlimited amounts of cash at incredibly young ages and provided them with an absolute carte blanche to do whatever, whenever they wanted. Turning them loose in four-star hotels and providing them with the infamous World Park where they pretty much tested any and every moral boundary from beer, acid, and porn to wanton public vandalism and theft, Rocco;s riders ultimately took the ridiculous amounts of freedom they had been handed, along with so many thousand-dolor shopping sprees and began to grow apart from him and Rodney. This problem culminated in mid 1993when Rich Howard, Mike Carroll, Megan Baltimore, and Spike Jonze took Sean Sheffey, Jovantae Turner, Jeron Wilson, Tim Gavin, Tony Fergusson, Rudy Johnson, Eric Koston, and Guy Mariano out from under various Rocco-owned companies to start Girl Skateboards. Howard and company subsequently swept up Paulo Diaz, Ben Sanchez, Gabriel Rodriguezm Chico Brenes, Richard Mulder, Shamil Randle, and Daniel Castillo to start Chocolate the fallowing year. Rocco, seemingly invincible, had taken his first major hit.

CLEANING UP SHOP AND THE YEAR OF REAPER
As Rocco attempted to re-organize after losing a huge chunk of his marquee riders, his restructured what had been up to that point an extremely disorganized combination of haphazard accounting and lax general business practices. He hired another former freestyler and savvy businessman Frand Messman as a CEO along with Scott Drouillard as an accountant. While Rocco began to relinquish the near dictatorial reigns of his empire, handing control to more corporate-minded individuals and things began picking up again, disaster struck again in 1994. Steve Rocco's father, Rodney, Mullen's mother, and Plan B Mike Ternasky all passed away in what Rocco refers to as "The Year of the Reaper." This devastating blos, to both Steve, Rodney, and everyone at Plan B, not only hurt morale, it also ended in the departure of the Pland B brand from under World's roof. Steve was again forced to seek out a new direction for his embattled family tree.

THE DEVIL MAN, WET WILLY, FLAMEBOY, AND LITTLE-KID FOREVER
As Steve racked his brain for a new direction with which to keep his company afloat, Marc McKee happened to pen up a little logo for a Christmas card that they quickly called the Devil Man. In a complete shift from his former team-driven approach, Steve, in an epiphany, immediately seized upon the cartoon characters McKee was creating as his answer. With skateboarding beginning to boom again in the mainstream to levels not seen since before the early 90s slump, Rocco rather ingeniously identified his next target audience- eight to twelve year olds and the parents who buy their boards for them. And PG-13 cartoon graphics that McKee was pumping out by the busload were essentially exactly what those little kids wanted.

SELLING THE WORLD
"You never really think about being able to get out and just stop. Or you think about it, but it just doesn't really happen in our industry. Everybody just gets big and then goes under," says Rocco. What he loved most in life was cash in the band and the freedom it gave him. After over ten years in the skateboard industry trenches and having gone from the bottom of bottoms to top of the tops, he decided he didn't want to go out like Brad Dorfman had a decade before him. In late '98 Rocco sold World Industries, then the first publicly traded skateboard company on the stock market, to Swander Pace Venture Capital for twenty-million dollars. While he remains a small shareholder in various skate brands, Steve is currently relaxing at home in his multi-million dollar Malibu trailer home. When asked what was more rewarding over the years, starting a company or selling one, he replied simply, "You forgot to mention destroying" Then he laughed.

About the Author

Specialty Sports is an Online Skateboard Store based out of New Jersey. If you're interested in more about skateboarding tips keep checking back here or if you're interested in getting into skateboarding try our web site, we offer 100's of cheap complete skateboards for sale.

Nixon Landlock Skateboard Backpack - Black/Red/White $80 A perfect backpack would be the one that’ll carry your gear as well as your ride! Now you can tote your skateboard around whether you’re at school, mall or out in nature with this über-awesome Landlock skatepack from Nixon. This all-purpose backpack features scratch-resistant tarpaulin on the front and bottom for protection and scuff resistance, side mesh accessory pockets, a top felt accessory pocket, nylon skate straps and a compression-molded, padded mesh back. The interior features a large compartment, a zippered pocket and a shock-resistant laptop compartment.

Skateboard $10 Skateboard

Bam/Him Heartagram Complete Skateboard $89.99 Bam/Him Heartagram Skateboard, the brand champions depend on, now offers you these Amazing BAM decks. BAM/HIM skateboards have been amongst the worlds most popular pro decks for years. Made of high quality light weight maple, these epoxy bound decks are super stiff for that awesome "deck pop" the pros love. These are perfect for all ages and skill levels. A complete pro Skateboards will usually cost you well over $200, not at bewild! Our wholesale prices have been slashed and you will save nearly 50% off these decks when you act now! This is a true pro competition skateboard that is made with all premium parts so you will feel perfectly confident that your skateboard will out perform you no matter how crazy the stunt. This Complete BAM/HIM Skateboard Includes- Deck: Black with Red Fading Graphics (Dimensions: 31.5" x 7.75") Wheels: 52 mm Pink high performance wheels (99a) Bearings: ABEC 5 speed bearings Trucks: Black performance trucks w/ White Bushings Slip Proof Grip Tape

Blank Graphic Skateboard DECK pro maple $16.95 Our high quality skateboard decks are 5ply Canadian maple constructed with the best strength and pop.With excellent Nose and kicktail, and Mellow/Medium concave you will be very happy with our boards. This is a very similar to shape to Plan B Boards. Trucks: 5.0 Silver, Wheels: 52mm White Deck Type: Cruiser Color: Red

Red Blank Skateboard Wheels $14.99 It often makes no sense to spend alot of money on wheels with colored graphics and fancy names since most skateboard wheels are usually made in the same factory. Big skateboard companies get the wheels and put their picture on them and often tripple the price. Now is your chance to shop smart and take advantage of these Blank Urathane Skateboard Wheels. Available in many colors, these wheels will serve you just the same as all others but for less than half the price.

White Blank Skateboard Wheels $14.99 It often makes no sense to spend alot of money on wheels with colored graphics and fancy names since most skateboard wheels are usually made in the same factory. Big skateboard companies get the wheels and put their picture on them and often tripple the price. Now is your chance to shop smart and take advantage of these Blank Skateboard Wheels. Available in many colors, these wheels will serve you just the same as all others but for less than half the price.

Birdhouse Tony Hawk Dripping Complete Skateboard 7.875 $79.95 Pre built Birdhouse Complete comes ready to skate right from the box. Parts Included: * Birdhouse Tony Hawk Dripping Deck 7.875" * Competition Performance Red 5.0 Trucks * 52mm White Birdhouse wheels * Bearings ABEC 5 * 7 ply Wood Construction The Complete skateboard comes assembled from the manufacturer but the hardware listed above is subject to change. The manufacturer may substitute components with equal or greater items without notice. We will do our best to update our descriptions but are not responsible for changes made by the manufacturer.

Skateboard Roll Skateboard White T-Shirt by CafePress $22 The white t-shirt is a timeless classic for a reason; it should be a staple in every wardrobe. It is clean, simple, and durable. The best part is you can wear it with anything. This 100% cotton T-shirt is so comfortable you'll want to wear it to bed. Skateboard White T-Shirt Tee, TShirt, Shirt The white t-shirt is a timeless classic for a reason; it should be a staple in every wardrobe. It is clean, simple, and durable. The best part is you can wear it with anything. This 100% cotton T-shirt is so comfortable you'll want to wear it to bed.

Darkstar Graveyard Complete FP Skateboard Red 7.5 $48.95 Darkstar Graveyard Complete FP Skateboard Red 7.5" The Darkstar Graveyard Complete Skateboard is the newest complete skateboard from your friends at Darkstar. This board provides enough pop and flexability for all your favorite tricks. Features: * Darkstar 5.0 t5 Aluminum Skateboard Trucks Tough With Good Turning Radius * 92A Bushings Soft Bushings Allow For Better Turn Radius * 52mm 95A Wheels * Abec 5 Precision Speed Bearings * High Tensile hardware * 7 ply hard rock maple * Exclusive Stiff Glue Extra Darkstar s Strongest Water Based Glue

C1RCA Men's Rog Skateboard Shoe,White/Gray/Red,10 M US $41.22 C1RCA Men's Rog Skateboard Shoe,White/Gray/Red,10 M US

Skateboard Baseball Jersey by CafePress $32.5 Skate Jersey Skateboard Baseball Jersey Our 100% cotton Baseball Jersey is a sporty hit with both men and women whether you're in the game or just looking the part in great run-around casual-wear. Choose red, blue or black sleeves. 6.1 oz. 100% heavyweight cotton. Standard f

Pro Maple Skateboard Deck (Red) $29.99 Each of our pro skateboard decks is made to last and is constructed of premium quality Canadian Maple 7 layer plywood. Each deck is performance shaped to provided the most responsive skating experience for skaters of all skill levels. Pros love the "pop" and lightweight construction of these decks making impressive stunts easier then ever before. Novice and recreational skaters prefer these decks for their stability and high response of handling. Each decks veneer is chosen for it beauty and woodgrain, and is stained for a vibrant appearance.

Skateboard Roll Skateboard Kids Baseball Jersey by CafePress $20 Our 100% cotton Baseball Jersey is a sporty hit with boys and girls whether yoursquo;re in the game or just looking the part in great run-around casual-wear. Choose red, blue or black sleeves.6.1 oz. 100% heavyweight cottonStandard fit

Skateboard White T-Shirt by CafePress $25 So you skate, eh? That's just what you do and that's rad Skateboard White T-Shirt Tee, TShirt, Shirt The white t-shirt is a timeless classic for a reason; it should be a staple in every wardrobe. It is clean, simple, and durable. The best part is you can wear it with anything. This 100% cotton T-shirt is so comfortable you'll want to wear it to bed.

Bravo Sports Power Rangers Red Ranger Skateboard $19.99 Your child can experience the fun of learning to skate atop this Bravo Sports Power Rangers Red Ranger 150152 skateboard that features a single kick-tail deck and composite trucks for stability and nylon bearing-equipped 50mm wheels for a smooth ride.

ELEMENT SKATEBOARD SHOES TOPAZ - BLACK/RED $32.29 Element Skateboard Shoes Topaz - Black/Red - The Fall Two Thousand Ten Earth Collection introduces casual and sophisticated product design into Element's shoe category. Brand: ELEMENT SHOES Type: Athletic & Outdoor Color: Black Sport: Everyday Material: Skateboarding Pattern: Adult Gender: Male Condition: New

Bravo Sports Kryptonics 31 Stained Red Skateboard $37.99 This Bravo Sports skateboard features a spacious 31" deck for comfortable use and polyurethane wheels for a smooth ride. Kryptonics hi-fi headphones allow you to rock out to your favorite tunes on the go.

Complete Graphic Longboard MiCro Cruiser Skateboard 25 X 7 - SUPERMAN - RED/ WHITE $69.99 25x7 GRAPHIC Longboard MiCro Cruiser Complete - SUPERMAN RED/ WHITEColor: Superman Red/ WhiteModel: 011700Size: 25" x 7"Shape: Concave MiCro Cruiser DeckIncludes:Deck: 7-Ply Canadian MapleWheels: 62x46 mm Gel Red, 78A HardnessTrucks: 6.5" HD5 Heavy Duty Trucks, 5" Hanger, Aluminum AlloyBearings: Abec 5 Chrome BearingsHardware: 1.25"Risers: 3mm PEGriptape: Premium Grade 80A Black Griptape Deck Type: Longboard Size: 27"x 8" Construction: 7-Ply Color: Multi-Color Level: Intermediate

Complete Longboard Mini Cruiser/ Banana Cruiser Skateboard 27 X 8 - SUPERMAN - RED/WHITE $79.99 27x8 Longboard Mini Cruiser/ Banana Cruiser Complete - Superman - RED/WHITEGraphic: Superman- RED/WHITEModel: 011638Size: 27" x 8"Shape: Concave Mini Cruiser DeckIncludes:Deck: 7-Ply Canadian MapleWheels: 62x46 mm Gel Red, 78A HardnessTrucks: 6.5" HD5 Heavy Duty Trucks, 5" Hanger, Aluminum AlloyBearings: Abec 5 Chrome BearingsHardware: 1.25"Risers: 3mm PEGriptape: Premium Grade 80A Black Griptape Deck Type: Longboard Size: 27"x 8" Construction: 7-Ply Color: Multi-Color Level: Intermediate

Tags: design, inspiration, portfolio, red white skateboard deck, red white skateboard shoes, red white skateboard trucks, skateboard, sports

This entry was posted on Friday, December 3rd, 2010 at 3:18 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.