Skateboard legend Tony Hawk speaks onstage during the 2011 VH1 Do Something Awards at the Hollywood ... [+]
Long after he built a name in the 1980s as the best and most beloved skateboarder on the planet, skateboarding legend Tony Hawk still transcends the half-pipe.
Along with building a brand that includes a billion-dollar video game franchise, and successful businesses such as Birdhouse Skateboards, Hawk Clothing and 900 Films, Hawk is also a sought-after speaker, especially on the topic of brand image and authenticity.
Hawk will be in San Francisco this week, during Dreamforce 2019 speaking about “The Next Chapter of Experiential Marketing.” The session, sponsored by American Express and a partnership with Dell Technologies and the AMEX Business Platinum card, is aimed at helping entrepreneurs learn about the future of marketing and getting the most out of their business. But it’s not just ex-skateboarders that gush about Tony Hawk.
“It’s rare that someone builds their own brand, a category, and a foundation for good at the same time,” said Clayton Ruebensaal, EVP of Global B2B Marketing at American Express. “The Tony Hawk brand has been a success across categories, and skateboarding has him to thank for its place as a respected global sport and business today.”
Erik Day, VP and GM of Dell Small Business, weighed in on Hawk as an entrepreneur. “Not only is Tony Hawk a pioneer in his sport, he is a savvy businessman and entrepreneur. Dell is thrilled to work with him because of his positive message on running a successful business: never stop learning, stay authentic to who you are, and work with brands who truly care about small business.”
On Friday, I got the great honor to speak with Tony myself.
Andy Frye: You’re a legend in skateboarding and still skate. But, when not on a board, on where do you spend most of your efforts?
Tony Hawk: My main businesses are around skateboarding, obviously, and I run a foundation that’s dedicated to building skate parks. Plus, I’m an investor in a variety of different businesses. Because skating is such a fickle thing, it can be difficult to stay relevant in that world. Brands in that space have to be progressive and Birdhouse Skateboards has been doing it for 26 years now. That’s a rarity in our industry.
STILL GOT IT: Tony Hawk in action during the Xtreme Life Fest on September 6, 2014 in Buenos Aires, ... [+]
AF: Professional team sports has always had huge marketing. But the Bones Brigade created famous skaters and also a mega brand.
Hawk: That’s more of a testament to Stacy Peralta’s vision, and his foresight on skateboarding and where he wanted to take the sport. He built this very diverse team, and wanted to market the Bones Brigade not just on our skate skills, but on our personalities and a sort of skateboarding aesthetic. There was sort of a military vibe, but it was a team of individuals. I learned a lot from him not just on marketing but on fostering a skate team and giving them opportunities.
Peralta was my template for starting Birdhouse. I felt like I had a decent eye for talent, but it takes more than talent to build a brand. And when I speak to entrepreneurs, like I am this week, I tell them that it’s really important to showcase your brand in its voice and showcase authenticity. Authenticity is critical in everything.
VIDEO: Tony Hawk versus Christian Hosoi, from the documentary film Bones Brigade.
AF: Everyone loves a rivalry, and in the 1980s much was made of “Tony Hawk vs. Christian Hosoi.” Did it elevate skateboarding?
Hawk: It taught me a lot about perception versus reality. In terms the big rivalry, people were divided on their favorite skater, and his style versus my technique. But it was weird from our standpoint, because of the way we were pitted as rivals against each other, yet at the same time, we skated a lot together. So, I learned that sometimes there is a perception that doesn't match the reality and what I did was decide to be much more honest and open about it. I didn’t want people to think that there was animosity. And also that competition can be positive, and that there can be camaraderie in it, just like there always was in skating alongside each other.
Hawk with musician Ben Harper at the Boards + Bands press conference, held at The GRAMMY Museum ... [+]
AF: Tell us how you select talent as a fellow skateboarder, and developed it as a business leader?
Hawk: One of Birdhouse’s team members, for example, is Lizzy Armanto. She’s an excellent skater, but I see in her a greater purpose in inspiring other girls into skateboarding and expanding women’s role in the sport. She has a very confident identity and sense of self that transcends her skating skills. And I want her to develop that as much as I want her to develop her skating. She has this very iconic look and style, and I think to showcase that is something that not only is naturally part of who she is but also helps bring other girls to feel confident about getting on a skateboard and eventually competing.
For girls joining the sport there’s much more acceptance and support. In the 1980s girls at the skatepark were an anomaly, fighting through discouragement and pushback. Now if a girl is at the skatepark, there’s likely more than one she can hang out with.
AF: What’s been your biggest challenge as an entrepreneur?
Hawk: Just expanding skateboarding into something bigger. When I had my first taste of success it was a considered a novelty, likened to yo-yos and hula hoops. It wasn’t considered valid as a sport or career, nor was it necessarily considered positive, especially for children. But now we have a generation of people—some are parents now—who see skateboarding for themselves or their kids as something active and something that people should try and should do.
