the current Powell team gives off big Christian youth group vibes to me
In the mid 1980s, the skateboard industry collectively realized that by framing their products as totems of rebellion, they could capture the birthday dollars of little boys who were too tender or awkward for tackle football.
They started to name their products cool Garbage Pail Kid names like, Bones and Slimeball (and eventually, antihero, creature, deathwish, heroin, and snot..etc etc etc) to solidify this profitable brand position.
People with fragile identities took the position of these products to heart just like people do with brands like Black Rifle Coffe, West Coast Choppers (weird, same Maltese cross logo as Indy), or Harley Davidson…
Football is authentically more dangerous than skateboarding.
Action sports that didn’t take this “outlaw” position (bmx, rollerblading) have seen their fortunes decline.
Rest assured focus groups and mba consultants had a hand in Vans sponsoring Warped Tour or choosing Grosso to tell skateboarding’s history.
Stacey Peralta even made fun of the branding crap in the opening scene of Animal Chin. Its marketing. That’s all. There is nothing intrinsically punk rock about the act of skateboarding.
Some people feel threatened when a brand pivots because of how they have constructed their sense of self (remember the whole Bud Light thing a couple months ago)…but, if it is hard, take your time…maybe drink a Liquid Death.