Consolidated Skateboards

$49.99

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Consolidated Skateboards comes out of Santa Cruz California. The brand has been around since the early 1990s. Consolidated firmly believes skateboarding should be controlled by skateboarders who have helped build and sustain the industry through the good and bad times and not by large corporations who want to exploit skateboarding when times are good. The company is very anti-Nike for this reason. Their main beef with Nike was that they were not trying to help the culture out in the 1980s and 1990s when skateboarding need the most help. Instead, once skateboarding blew up internationally by 1999, Nike tried really hard to capture the skate shoe market. Apparently, Nike had attempted to break into the skate market two times with no success. It wasn't until recently did they finally become very popular among skaters. El Skate Shop believes the reason for this is mostly because skateboarding goes through new generations of skaters ever four or so years. A certain generation's ideals and loyalties fade as new generations of skaters come in.

El Skate Shop's stance on this issue is this: We like to side with the underdog because we have always been underdogs ourselves. The underdog in this case is obviously Consolidated Skateboards and not Nike. And it's true, Nike was spending all their energy profiting off Michael Jordan in the 1980s and 1990s and could care less about skateboarding. Now that Jordan is retired and skateboarding is huge, they have switched over. We do have to give it to Nike for their creative effort at establishing themselves as a skate shoe staple. I would have to say the other major skate shoe brands got a little stale in the early 2000s which made it easier for Nike to bust in. I think these major skate shoe brands started to get fat and lazy and spent too much time trying to copy each other and didn't let their creativity flow. El Skate Shop got dissed plenty of times from these other Skate Shoe brands, so we really don't side with any shoe brands (except Duffs and PTS).

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Current Reviews: 4

This product was added to our catalog on Sunday 01 March, 2009.