Unfortunately, I think that ship is sailed. The critical juncture was during pretty sweet. By sacrificing brand integrity for short term video sales, not only did they help spur an exodus of some riders, but they sort of made the company untouchable to “cool” skaters who a decade earlier would have jumped at the chance.
If they hadn’t leaned into becoming Powell 2.0, they probably could have had the pick of the litter of
Younger skaters. But people with options, who
Know that shoes (not boards) pay the money, aren’t going to sacrifice integrity for a sinking ship.
I was - and still to a lesser degree - a crail person. But it was clear that Pretty Sweet and broader marketing decisions made the brand cringey. That video will be an important turning point looking back.