Roll the Dice and they will tell you your future.

Kevin Lewis

Robbie McKinnley

I’m not sure what the hell to call Skate Dice. It’s not a gimmick type of flare like the Tail Devil, lappers, nose guards or any of the other schlock that comes across the skate merch. table. It pushes you to learn tricks and your abilities, a key factor in separating it from the rest of the others. Would “skate aid” be a better sound bite, or maybe the best way to lose your lunch money since they closed down that corner store that used to let you buy porn when you were 12? However you want to describe it, the dice have provided much fun and motivation for a lot of people. When’s the last time your nose guard did anything for you? Didn’t think so. Former Girl/DC rider Robbie McKinley and industry man Kevin Lewis created the game in a moment of Las Vegas inspired brevity. The fact that it came together so quickly and easily for them came as a surprise. As did the involvement of the Berrics and the boost in popularity that endorsement has lead to. Good things come to good people.

Who came up with idea for Skate Dice?

Robbie: Kind of a collaborative idea I suppose. Kevin and I were at the Venice park just talkin about [how] he was gonna go to Vegas with his chick and then we started talking about gambling and our favorite games. I can't remember who but one of us mentioned something about liking craps and then it spun off into "wouldn't it be sick if there was a dice game for skating?" From there we thought up the arrangement for the tricks on the dice, I laid it out in illustrator and wa-la, 2 weeks later we had samples at our door step.

How long did it take to perfect what was going to be on the dice so the odds wouldn't be stacked too heavily one way or the other?

Robbie: Couple days I think... We weren't exactly too heavy on the QA in the beginning but I think we did just fine...Hahah! Definitely more QA was done on the ledge and rail version coming out as well as the manny dice. Be on the look out!

Kevin: I still have the original, which are little cut out red squares of paper that we had to tape to regular dice and try them out. I remember we went to Venice to try them out and some kids were there, and they were like “What are you doing?” After threatening the lives of their families and swearing them to secrecy, we showed them and they were stoked! Robbie and I think knew we were on to something then.

How did you find a place to manufacture the dice to your specs.?

Robbie: Well I handle the design stuff (print, web, etc.) and my man Kevin handles the business aspect (sales, marketing, etc.). Actually works out quite well.

Kevin: I don’t want to give any trade secrets away. Oh, what the hell, why not. I googled it. Ha… no seriously, I did.

You both have been in the skate world for a long time. How much did it help to get the dice out there and in the hands of people how would let others know about it?

Robbie: I think my background in skateboarding definitely helped get it going and Kevin's knowledge and connections in the industry had just as much to do with it.

Kevin: Yeah, that helped us tremendously. Robbie’s skate career (which I think he is very humble about) and my own in sales, marketing and team managing definitely opened a lot of doors for us. And a lot of people were actually stoked for us, and had seemed genuinely happy to see us doing something. Let me get on my soapbox for a minute…

I think what skateboarding needs is more of skater supporting skaters. That is what I feel really was why we were welcomed with such open arms. We’re not some random guys who just walked into the skateboarding world out of the blue. I think I can speak for Robbie too when I say that we are very passionate about skateboarding and there for very protective of it. I hate to see outside people who have no history with skateboarding come into the industry because they smell money. Where is the blood, sweat and tears that all of us have given without expecting anything in return? Skating is a life style and also a mentality for me and when I see the corporate crap carelessly thrown out into the world, like shitty, cheesy ads and commercials, I want to vomit. Ok, sorry, I could go on endlessly about this, but I’m getting off the soap box now… And reminding myself not to take skateboarding so seriously, and remember that the main point of skateboarding is to have fun!

I know when I first heard about it I was a little skeptical about playing dice and skating. But it seems like a lot of kids are into it and are having a blast using them. Did you get much criticism or treatment as novelty item?

Robbie: Not really to tell you the truth, pretty much all good feedback. I'm sure there are a few haters out there but that usually comes along with territory. I have people emailing me all the time telling me about how much fun they're having or how much money they made playing their friends in dice. One kid wrote and said "these things are the best; I just came up $20 after a few games with my friends!" So essentially they kid made his money back on the dice and is up like $15. The Berrics definitely brought out the gamblers in kids, that’s for sure. Lunch money go bye bye.. Ha!

Kevin: Not much, like Robbie said. And it is a bit of a novelty item. You don’t need the dice to play skate, but it’s fun. And the gambling aspect is even better! Who doesn’t love gambling, especially 14 year olds! They gotta learn somewhere. Hey, look at tail devils.

The Berrics took the dice and use it as part of their content. How did that happen?

Kevin: To make a short story long… After being laid off from a certain skate company, I was working with George Wilson (late 70s pro skater and all around rad guy) in downtown LA, doing denim manufacturing for quite a few skate industry companies. One day, while on my lunch, I run into Steve Berra and Jason King and had a casual conversation. They asked what I was doing these days, told them I was laid off and working with George. Then I just mentioned, “Oh, and I’m doing this Sk8 Dice thing with Robbie Mckinley.” I wasn’t even thinking about them putting it up on the Berrics. And Steve got psyched and was like, “That’s you and Robbie?!? Let’s do something on the Berrics with them!”

How much has that helped?

Robbie: Being on the biggest site in skateboard definitely helped. If you skateboard you check that site on the regs, it's just standard operating procedure. Big ups to Berra and The Frostman!

Kevin: Forever grateful to Steve and Eric, and the Berrics! Ok, so this goes back to what I was saying about skaters helping skaters. We’re not the only ones who have been helped out by the Berrics. Skaters who were relatively unknown, have definitely gotten the respect they deserve as a result of being on the Berrics. I’ll give one example - Benny Fairfax. AMAZING SKATER. Has been one of my favorites for a while now, but was not as commonly known. But now, hell yeah, Benny is coming up. He earned it as well, dues paid for sure. And Reda? People in the industry have known for years how entertaining Reda is, but now that dude could probably have his own show on network TV! (Actually, I wonder if that will happen?) He’s another person who definitely has put the work in and has been dedicated to skating for a long long time.

What Steve and Eric have done with the Berrics is amazing. And I love how they use that platform to help their friends and fellow skaters. Much respect!

Are you going to keep rolling with what you have now or expand the line with shirts and other stuff?

Robbie: Expansion in immanent! Hahah! Yeah, we got the ledge/rail and manny dice coming along with a few other goodies. Oh, can't forget the iPhone app. Even though everyone one any their mom is trying to bite are shit. Whatever, can't fade the original.

Kevin: Oh, for sure. I don’t know about tees and others stuff for Sk8 Dice, but maybe start something new. Like Robbie mentioned though, new dice coming very very soon! I would be stoked to see a little idea like the dice blossom into a full blown skate distribution with a deck company, wheel company, and backed by legit skaters. Also, another vehicle to help out our friends. My philosophy is when you do things with not just your own selfish motivations, and sincerely want to help others out, it will happen. Sorry if that sounds kinda hippy-ish.

Do you get videos or photos sent to you by kids who are stoked on the game?

Kevin: When you’re done reading this article just search SK8 DICE on Youtube.

What's the hardest roll someone can get?

Robbie: Switch, backside, 360, heelflip.

Easiest?

Robbie: I'm gonna say X, X, X, X = Choose any trick. A.k.a. the easiest trick for that person. For me it would be like a frontside 180.

Kevin: Same here!