Billabong Surf Skate
The Future of Skateboarding
Where have we been, where are we now and where is skateboarding going ?
The Beginning
If we’re going to try to figure out the future, it’s probably a good idea to head back first and see how this thing started.
It all began in the fifties, when Californian surfers started attaching roller skate wheels to planks of wood and riding down their local streets. Skateboard manufacturers started springing up in the early sixties and a new lifestyle was born.
Urethane skateboard wheels were invented in 1972 and are still used today. The mid 70s saw the first skateboard parks begin to appear which naturally spawned new styles of riding, new tricks and new boards as skaters went vertical. Also in the mid 70s, a new competitive scene was born when a slalom and freestyle contest was held at the Ocean Festival in Del Mar, California .The famous Zephyr team turned the skateboarding world on its head with their new aggressive approach to freestyle skating. In 1978 the most famous skate trick of all, the “Ollie”, was invented by Alan Gelfand (the 70s were a big decade for skating).
The 80s were a comparatively slow decade for skateboarding although there was a boost that came with the popularity of the VCR when the first skateboard videos were introduced. The Bones Brigade Video Show was particularly popular and made Steve Caballero, Tony Hawk, Mike McGill, Lance Mountain, Rodney Mullen, Stacy Peralta, and Kevin Staab household names amongst the skating fraternity.
The first Extreme Games were held in Rhode Island in 1995 and the skateboarding competition received a lot of attention leading to increased interest in the sport and raised its profile in the broader community. Skateboarding was also part of the first Winter X games in ’97 and competitive skateboarding had truly become mainstream.
The biggest thing to hit skateboarding in the 2000s is the massive popularity of the video game console. Skateboarding games lend themselves well to the format and there have been smash hit video games every year in the 2000s. A new generation of skaters was born as kids traded their console controllers for the real thing.
The Future of Skateboarding
Competitive skateboarding will be established as a legitimate mainstream sport in much the same way as surfing and surf culture. Just a few decades ago, surfers were looked down upon as untrustworthy reprobates. These days parent don’t think twice about wandering into the surf stores that exist in every shopping mall and loading up on clothes with surf labels for their offspring, who mightn’t even know what a beach looks like. Kelly Slater, Mick Fanning, Rip Curl, Quiksilver and Billabong are all trusted global brands now. Like it or not, watch for skating to go the same way. We’ll see mindblowing tricks leveraging energy and athleticism that would seem unimaginable today. Skate heroes will go mainstream and expect to see a much more advanced global competitive scene. Once again it’s instructive to take a look at surfing’s path. The competitive surfing scene floundered for decades before getting its act together in the late 80s, when the brave step was taken to give ultimate control of the sport to a single governing body. A new man-on-man format was introduced and contests were taken to the best waves at the best time of the year. The overall good of the sport finally overcame parochialism and commercial interest and poor, uncompetitive contests were discarded. Now, surfing has hit the big time – it has sophisticated, multi-tiered competitive scene with massive media coverage. Can skating go the same way ? Yes, if it allows itself to.
When it comes to local ramps and skate parks, expect bigger walls, bigger bowls and more of them. As the current generation of skaters grows up and gets its turn to have a say in council spending and infrastructure, well it’s good news for skaters who like parks and ramps.
Technology will impact skateboards in the same way that it’s hitting so many other products. Stronger, lighter materials will appear and the rapid distribution of information means that board and truck design will advance even faster. The impact of the internet is both a challenge and an opportunity for the local skateboard shop. Ecommerce growth rates are huge and more people are keen to buy skateboards online. The web allows a distribution model that effectively puts the consumer closer to the skateboard warehouse. If you long for the old days of the 70s wooden plank, then this mightn’t do much for you but if you’re kid on a limited budget, it’s all good news. Expect better, more technically advanced products at lower prices.
If skateboarding follows the same lines as other markets, then we might see further consolidation amongst the big brands, similar to Billabong’s acquisition of Sector 9. Other big players in today’s skateboard market are brands like Birdhouse, Girl, Zero, Plan B, Element and Blind. There’s a fair chance we could see a large company buy up a stable of big skate brands to get the pricing benefit that comes with volume, which can obviously help with product pricing but doesn’t always result in original product design and creativity (when was the last time Ford or GM came out with a cool product ?). In any market, if the big get bigger, then opportunities arise for small players to carve out their own niche for local markets and buyers who are less brand conscious.
Maple is still the premium construction material for decks but surely the day is approaching when maple will be superceded, at least for some styles of board. New styles of boards will continue to emerge – the humble skateboard of the early days has already evolved into longboards, cruisers, retro boards, pool boards, old school and mountain boards. As well as lighter, stronger trucks and better quality wheels, there’ll be new deck plan shapes and original artwork.
So there you have it, a quick look at the past and a peek into the future – and the future looks good !
About the Author
Brad Jakes is a traveler, writer, skater, raconteur and test pilot for Skateboard Express Australia
http://www.skateboardexpress.com.au
http://skateboardexpress.com.au/skateboards%20the%20boardroom.html
http://skateboardexpress.com.au/skateboards%20about%20us.html
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Billabong Metropolis Reversible Knit Beanie – Black $24 You’re a busy dude. Between your daily grind, quality time at the skate park and your social schedule, you barely have time to change up your look. But being the dashing man you are, you’ve found ways to adapt. Take the Metropolis beanie from Billabong. This soft, reversible beanie features woven stripes on the main side and a woven diamond pattern on the reverse side with a sewn-on Billabong patch for added cool points. |
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Billabong Suburban Tank Top – White $33 You grew up in a neighborhood where all the houses looked alike, all the cars looked alike, and all the kids liked to skate. You might have been raised in suburbia, but now you’re all grown up and living in an apartment with three roommates, one couch and a couple of mice for pets. You hate to admit it, but sometimes you miss the manicured lawns and falsely happy neighbors. Skate on down to your old neighborhood in the Suburban tank from Billabong. It features a corduroy pocket with chambray trim, 40 singles ringspun cotton for uber softness and yarn dyed stripes. It’s nice enough to help you fit back in at home, while still boasting a couple quirks that mark you as a skater for life. Your return to suburbia is bound to be brief â but while you’re there, might as well raid the pantry for some groceries. |
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Billabong Padang Surf Backpack – Black $74.5 An ideal day for you is spent from sunrise to sunset at the beach riding some gnarly waves with the rest of the dudes. Bring everything you need for a successful day surfing with this Padang Surf backpack by Billabong. With two large zippered compartments, this large backpack will easily fit all the gear you need. The main compartment features a place for a large laptop just in case you want to surf the web on your break from ridinâ the surf. A removable waterproof bag for storing your wetsuit and other wet gear is included, protecting the rest of your water-sensitive gear. Two side zipper compartments and a small front zipper compartment will secure the rest of your necessities as you journey around the world to conquer the biggest and baddest waves in history. |
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Billabong Body Surf Tank Top – Wheat Heather $29.5 Laughter isnât the best medicine; surfing is. However, itâs totally possible to combine the two. Andy Davisâ quirky design printed on the front of this Billabong Body Surf tank depicts a lax surfer dude ridinâ a bubbly wave on top of a blonde hottie above bright lettering. Who needs a board when youâve got a babe, right? |
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Billabong Padang Surf Backpack -Black-Blue $74.5 An ideal day for you is spent from sunrise to sunset at the beach riding some gnarly waves with the rest of the dudes. Bring everything you need for a successful day surfing with this Padang Surf backpack by Billabong. With two large zippered compartments, this large backpack will easily fit all the gear you need. The main compartment features a place for a large laptop just in case you want to surf the web on your break from ridinâ the surf. A removable waterproof bag for storing your wetsuit and other wet gear is included, protecting the rest of your water-sensitive gear. Two side zipper compartments and a small front zipper compartment will secure the rest of your necessities as you journey around the world to conquer the biggest and baddest waves in history. |
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Billabong Body Surf Tank Top – Dark Teal Heather $29.5 Laughter isnât the best medicine; surfing is. However, itâs totally possible to combine the two. Andy Davisâ quirky design printed on the front of this Billabong Body Surf tank depicts a lax surfer dude ridinâ a bubbly wave on top of a blonde hottie above bright lettering. Who needs a board when youâve got a babe, right? |
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Womens Billabong Surf Coma Tee $24 It’s all about boys and boards with the Surf Coma Tee from Billabong. |
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Billabong Andy Davis Body Surf SS Tee $29.5 Billabong Andy Davis Body Surf SS Tee |
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Billabong All Day Surf Cap (Black) $20 Billabong All Day Surf Cap (Black) |
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Billabong Peace Surf Juniors Racerback Tank Top – Bright Yellow $26 You’re a pacifist by nature. Guys fight over you all the time, but the second they raise their fists to each other, you disappear â and quick. That’s so not your style! Fend off the overly macho dudes who use their muscles and tempers instead of their brains in the Peace Surf tank from Billabong. This thin, racerback tank features “Love. Peace. Surf.” on the chest with a distressed wave backdrop and a rounded bottom hem. If the next guy who hits on you doesn’t get the hint that you’re a peace-lovin’ gal, it’s time to pick a new place to hang out where the fellas are more chill. Someday there will be world peace â but for now, at least create some harmony in your personal life! |
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Skate, Snow, Surf $1.49 Skate, Snow, Surf Button Express your thoughts with buttons! Size is approximate. Sports, skateboard, snowboard, surfing. |
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THQ / SpongeBob Surf & Skate DS / 36497 $33.55 THQ – SpongeBob Surf & Skate DS – 36497 |
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Billabong Women’s Surf Sun Hoody $39.99 DECENT FEATURES of the Billabong Women’s Surf Sun Pull-over hoodie Burnout wash Wrapped draw cords |
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Billabong Snapshot T-Shirt – Black $17.99 Keep on shufflinâ down the shore in super-cool surfinâ style with the Snapshot tee from Billabong. It displays nine different tropical beach, guitar and surf-themed photographic images printed on the front along with a brand name and logo. Get a little artsy-fartsy with your solid swagger. |
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Billabong Colidascope – Blue/Green $55 You could surf all day, but sometimes there are outside forces that cut your sessions short. Make sure that those outside forces donât include uncomfortable baggies. Youâll be ready to go all day when you slide into the Colidascope Boardshort from Billabong. Featuring Billabongâs Platinum X Quad Stretch boardshort technology with H2 Repel, strategic paneling for superior stretch, logo screen print detailing, and a kaleidoscope and plaid design, this boardshort will do what theyâre supposed to do â feel like theyâre barely there. |
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Billabong Dazed Plaid Button-Up Shirt – Denim $50 Leave the smack-talkers in your wake with the Dazed shirt from Billabong. It features a faded plaid pattern with a metal Billabong logo rivet on the left chest pocket. |
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Billabong In The Surf Dress (White Cap) $34.5 The women’s Billabong In The Surf dress is made of 95%cotton/5%spandex. It features a floral print, a knit body sconscious tank mini dress, and a dipped back. |
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Billabong Surf Sun Sweatshirt (Hibiscus) $49.5 The women’s Billabong Surf Sun sweatshirt is made of 60% cotton/40% polyester. It features a burnout wash, a drawstring hood, a waist patch pocket, and an athletic neck detail. |
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Billabong Divide Backpack – Black $59.5 You’re at school on Friday afternoon, just waiting for the final bell to get the heck out of there, when your buddy asks if you would like to take a quick road trip. He got the scoop on some big surf hitting a beach a couple hours away and has an in for a free place to crash – good thing you have the Billabong Divide backpack! You can run home, dump out all the books and load it up for the trip. This durable pack features a large main compartment, a laptop compartment, a music pocket for your MP3 player and even a fleece-lined pocket at the top to protect your shades. It also has lockable zipper pulls, so if you ever get to fly to Costa Rica to check out the scene, you can use it as your carry on! |
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Billabong Jigsaw Heathered Sweater – Black $49.99 This Jigsaw sweater from Billabong is the missing piece to your wardrobe puzzle, dude. With its heathered construction, woven stripe pattern and embroidered Billabong lettering at the left hem, itâs the exact top youâre looking forâitâs slick, smooth and will definitely call plenty of attention to your sexy bod. |
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Dakine Point Black-Kernigan Surf Backpack $44.99 Go from school to the surf with ease when you keep all your necessities in this Point backpack by Dakine! It features a seam sealed wetsuit pocket, an organizer compartment and skate carry straps so you’ll have everything you need for every aspect of your life. |
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Billabong Essentials Backpack – Black $39.5 Every man has basic needs and desires. Satisfy your laidback style cravings when you sport the Essentials backpack from Billabong. It features a branded woven label sewn on the front pouch pocket, a decorative sewn-on diamond patch and plenty of zippered pockets to stash your most important necessities. |
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Billabong Essentials Backpack – Teal $39.5 Every man has basic needs and desires. Satisfy your laidback style cravings when you sport the Essentials backpack from Billabong. It features a branded woven label sewn on the front pouch pocket, a decorative sewn-on diamond patch and plenty of zippered pockets to stash your most important necessities. |
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Billabong Essential Flex Hat – Gray $25 Being complete is part of your persona. You’re a modern-day renaissance man. Your wardrobe is no exception – it’s not complete without your worn-out jeans, fitted tee, fly kicks and this Essential flex hat from Billabong. This classic cap offers Billabong brand embroidery on the back and a metal Billabong wave emblem on the crown. It’s also one-size-fits-most, so you can slap this cap with ease and rock your complete style again and again. |
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Billabong Essential Flex Hat – Black $25 Being complete is part of your persona. You’re a modern-day renaissance man. Your wardrobe is no exception – it’s not complete without your worn-out jeans, fitted tee, fly kicks and this Essential flex hat from Billabong. This classic cap offers Billabong brand embroidery on the back and a metal Billabong wave emblem on the crown. It’s also one-size-fits-most, so you can slap this cap with ease and rock your complete style again and again. |
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Billabong Essentials Web Belt – Black $16 Being complete is part of your persona. You’re a modern-day renaissance man. Your wardrobe is no exception – it’s not complete without your worn-out jeans, fitted tee, fly kicks and this Essentials belt from Billabong. This webbed belt offers a woven Billabong brand label at the tip and a debossed Billabong wave emblem at the metal buckle. It’s also one-size-fits-most, so you can slap on this belt with ease and rock your complete style again and again. |
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Billabong Essentials Web Belt – Navy $16 Being complete is part of your persona. You’re a modern-day renaissance man. Your wardrobe is no exception – it’s not complete without your worn-out jeans, fitted tee, fly kicks and this Essentials belt from Billabong. This webbed belt offers a woven Billabong brand label at the tip and a debossed Billabong wave emblem at the metal buckle. It’s also one-size-fits-most, so you can slap on this belt with ease and rock your complete style again and again. |
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Billabong Essentials Web Belt – Gray $16 Being complete is part of your persona. You’re a modern-day renaissance man. Your wardrobe is no exception – it’s not complete without your worn-out jeans, fitted tee, fly kicks and this Essentials belt from Billabong. This webbed belt offers a woven Billabong brand label at the tip and a debossed Billabong wave emblem at the metal buckle. It’s also one-size-fits-most, so you can slap on this belt with ease and rock your complete style again and again. |
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Billabong Preston Walkshort – Sand $45 You need a rep makeover my friend! Word is you’re the type of guy to take a girl out, have a good time and then never call her again. Hey, it happens, but you need to send some different signals out if you’re ever going to get another date. Time to grab the Preston walkshorts from Billabong featuring yarn-dyed stripes and Billabong’s five pocket design. Someone named Preston would have the utmost respect for girls and treat them as such. They would feel safe with a Preston. You need to move quickly young sir, there are lots of dudes in your position and you need to beat them to the punch! |
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Billabong Payola Boardshort – Mint $56 Seriously dude, you gotta stop letting your mom pick out your clothes for you â itâs getting embarrassing. Deep down, you know youâve got a great sense of style; so why not flaunt it? Throw on these Payola boardshorts from Billabong the next time you hit the beach to embrace the simplicity of your lifestyle. These boardshorts feature engineered stripes, a back pocket, and an embroidered Billabong near the bottom hem. With your newfound style sense and good looks, youâll finally be able to ask out that chick youâve been eyeing all year. |