In 1975 skateboarding had risen back in popularity enough to have one of the largest skateboarding competitions since the 1960s, the Del Mar National Championships, which is said to have had up to 500 competitors. The competition lasted two days and was sponsored by Bahne Skateboards & Cadillac Wheels. While the main event was won by freestyle spinning skate legend Russ Howell, a local skate team from Santa Monica, California, the Zephyr team, ushered in a new era of surfer style skateboarding during the competition that would have a lasting impact on skateboarding's history. With a team of 12, including skating legends such as Jay Adams, Tony Alva, Peggy Oki & Stacy Peralta, they brought a new progressive style of skateboarding to the event, based on the style of Hawaiian surfers Larry Bertlemann, Buttons Kaluhiokalani and Mark Liddell. Craig Stecyk, a photo journalist for Skateboarder Magazine, wrote about and photographed the team, along with Glen E. Friedman, and shortly afterwards ran a series on the team called the Dogtown articles, which eventually immortalized the Zephyr skateboard team. The team became known as the Z-Boys and would go on to become one of the most influential teams in skateboarding's history.
What the fuck is Bro Style? That's what a lot of skate nerds found themselves wondering at the end of 2012. Bro Style crept onto the scene with a goofy guerrilla-style internet marketing campaign that involved little more than the thumbs up logo. Little by little, product started to trickle out—beanies, snapbacks, pocket tees, socks, and other odd ephemera—and a few video clips. Bro Style is still something of a mystery, but one thing is clear, it's not meant to be taken too seriously. And that is seriously important for the skate industry to remember.
As it eventually became more apparent that skateboarding had a particular identity with a style of shoe, other brands of shoe companies began to specifically design skate shoes for functionality and style to further enhance the experience and culture of skateboarding including such brands as; Converse, Nike, DC Shoes, Globe, Adidas, Zoo York and World Industries. Many professional skateboarders are designed a pro-model skate shoe, with their name on it, once they have received a skateboarding sponsorship after becoming notable skateboarders. Some shoe companies involved with skateboarding, like Sole Technology, an American footwear company that makes the Etnies skate shoe brand, further distinguish themselves in the market by collaborating with local cities to open public Skateparks, such as the etnies skatepark in Lake Forest, California.
They have continued to ride that wave over the past year, continuously putting out great edits, following cherry up with Sickness, Red Devil, Joyride, and Swoosh, all in collaboration with cherry’s filmer Bill Strobeck. We all know they will never fall off when it comes to putting out fire gear every new season and drop, but to keep it coming with actual great footage is another story, and is definitely making skateboarding better today.