151. From Ramp to Riches.
- Author
-
Goldman, Lea
- Subjects
INCOME ,SKATEBOARDERS ,VIDEO games ,CLOTHING selling ,SKATEBOARDING - Abstract
Discusses the rising popularity of skateboarding. Last year Tony Hawk's brand generated $300 million in retail sales: clothes, skateboards, arena tours and, above all, video games. In a decade skateboarding has swerved from the fringe into the mainstream, rolling up $5.7 billion a year in equipment and apparel sales. Skateboarding's big rise began in 1995, when ESPN aired its first X Games, a faux Olympics for "alternative" sports. Hawk took first place in the "vert" category for aerial tricks and gained a national following. "From the get-go, Tony realized the value of the exposure," says Christopher Stiepock, general manager of the X Games. Three years later Hawk struck a deal with Activision for his own skateboarding videogame. An avid gamer, Hawk insisted on creative input. He keeps his $50 million-a-year clothing line (T shirts and cargo shorts) out of Kmart and Wal-Mart, limiting them to department stores, his own three stores and skateboard shops. Hawk, semiretired, hasn't seriously competed since 1999. Two years ago he launched the Boom Boom HuckJam, a raucous 30-city tour featuring stunts using skates, BMX bikes and motorcycles, set to live music. Hawk, the majority owner, fronted $2 million to mount the arena show. Last fall HuckJam brought in $14 million in merchandise, ticket sales and sponsorships.
- Published
- 2004