Brand Story
Santa Cruz Skateboards began in 1973 in the laid-back, surf-inspired town of Santa Cruz, California. Founders Richard Novak, Doug Haut, and Jay Shuirman launched the brand as a subsidiary of NHS Inc., initially focused on producing surfboards. Their entry into skateboarding was serendipitous—a sporting goods shop ordered 500 skateboards to meet rising demand, sparking a revolution that would forever intertwine Santa Cruz with skateboarding history.
With its roots deeply embedded in surf culture, Santa Cruz Skateboards brought a fresh perspective to the skateboarding world. The brand’s ethos has always centered around creativity, individuality, and pushing boundaries—a philosophy reflected in its daring graphics and uncompromising quality. Iconic artist Jim Phillips joined in 1975, bringing to life some of the most recognizable imagery in skate culture, including the Screaming Hand and vibrant, surreal designs that still resonate with fans today.
Growth Journey
Santa Cruz Skateboards’ journey mirrors the evolution of skateboarding itself. In the 1970s, the brand capitalized on the rise of urethane wheels, offering skateboards tailored for smoother, faster rides. By the 1980s, Santa Cruz became synonymous with the golden age of skateboarding. Team riders like Rob Roskopp and Eric Dressen elevated the brand’s status through their innovative tricks and styles, dominating skate parks and competitions.
As skateboarding culture expanded globally in the 1990s and 2000s, Santa Cruz adapted by diversifying its product range. It introduced cutting-edge board technology, including Powerply® decks and Everslick® graphics. Simultaneously, the brand embraced video marketing, producing legendary skate films such as Streets on Fire and Speed Freaks, which became cult classics.
In recent years, Santa Cruz has leaned into its retro appeal, reissuing classic designs and collaborating with global brands like Marvel, The Simpsons, and independent artists. This strategy has helped the brand remain relevant, bridging the gap between old-school enthusiasts and new-generation skaters.
Fact-Based Info
- Founded: 1973 in Santa Cruz, California
- Parent Company: NHS, Inc.
- Founder(s): Richard Novak, Doug Haut, Jay Shuirman
- Notable Designs: Screaming Hand, Rob Roskopp’s Target series, Slasher graphics
- Product Range: Skateboards, apparel, accessories
- Team Riders: Includes legendary skaters like Eric Dressen, Jason Jessee, and Tom Knox
- Collaborations: Marvel, The Simpsons, Stranger Things
- Innovations: Powerply® decks, Everslick® technology
- Cultural Impact: Inducted into skateboarding history as one of the longest-standing brands, defining aesthetics and performance for decades.
Why is Santa Cruz Skateboards Popular?
- Timeless Designs: Santa Cruz’s graphics are more than art; they’re cultural icons. From Jim Phillips’ Screaming Hand to Roskopp’s Target series, these visuals transcend generations, sparking nostalgia and admiration.
- Heritage: With over 50 years in the industry, Santa Cruz Skateboards has been a pioneer, shaping skate culture with innovation and authenticity.
- Quality: Renowned for durability and performance, Santa Cruz boards are trusted by amateurs and pros alike.
- Global Appeal: By combining retro aesthetics with modern collaborations, Santa Cruz connects with both seasoned skaters and pop-culture enthusiasts.
- Influence: Santa Cruz has consistently nurtured top-tier talent, elevating skateboarding to an art form and sport.
Key Features
| Feature | Details |
|---|---|
| Founded | 1973 in Santa Cruz, California |
| Iconic Graphics | Screaming Hand, Slasher, and Target series by Jim Phillips |
| Material Quality | Powerply® decks, Everslick® for durability and smoother rides |
| Product Range | Skateboards, longboards, cruisers, apparel, and accessories |
| Global Collaborations | Marvel, The Simpsons, Stranger Things, and more |
| Team Riders | Features legends like Eric Dressen and Jason Jessee |
| Media Legacy | Skate films like Speed Freaks and Streets on Fire |
| Resurgence | Retro reissues and modern partnerships connecting past and future fans |
Inspiration Thinking
Santa Cruz Skateboards inspires skaters to embrace individuality and creativity, both on and off the board. Its bold visuals and quality products push the boundaries of what’s possible, reflecting the rebellious, artistic spirit of skate culture. For over five decades, it has served as a reminder that skateboarding is not just a sport but a lifestyle, an art, and a global community. By blending innovation with nostalgia, Santa Cruz continues to fuel the dreams of skaters and creatives alike, reminding us to always ride our own wave.
