This was a project assigned to students of the University of Oregon as part of a workshop regarding Planner Tools. The workshop was hosted by Brandon J. Thornton, Brand Strategy Director @ Wieden+Kennedy. The premise of our research was that "you can tell a lot about a person by the board they ride". This insight moved us to focus in understanding the relationship between board (brand), individual (identity), culture and skateboarding community. Special thanks to all involved: Patrick Dewitt, Lexi Alaga, Ryan Hagen, Jazo Moises & Brandon J. Thornton.

1. A look into the Culture of Skateboarding
Under the Board

2. Chapter 1 | The Griptape
Under the Board | 2

3. First observations
Skateboarding has
an eclectic array
of brands, icons
and symbols. Each
offers distinct
tribes something
that reflects their
lifestyle. You can
tell a lot about a
person is by the
board and brands
they ride.
Under the Board | 3

4. Chapter 2 | Origins
Under the Board | 4

5. ‘70s | Dogtown
Surfers from the
Los Angeles Area
began to take
to the concrete
and mimic the
motions of riding
waves. Sneaking
into backyard
pools that were
left dry by a
severe drought.
Skateboarding was
born.
Under the Board | 5

6. ‘80s | Bones Brigade
Skate ramps or “half-
pipes” were being built
all over the world and
skateboarding was as
popular as it has ever
been. The Tony Hawk vs.
Christian Hosoi rivalry
fueled the sport and
pitted skaters against
fellow skaters. Hawk
brought a technical
approach to the ramp
while Hosoi was busting
massive airs.
Under the Board | 6

7. ‘90s | To the Streets
Skaters took their
talents to the
streets. They began
experimenting and
playing in urban
environments. While
skateboarding
was dwindling in
popularity as far
as pop culture was
concerned, this was
the beginning of a
skate revolution.
Under the Board | 7

8. ‘00 | Graffiti and Hip-HOp
The notion of a “street
skater” was born and forever
married skaters to the
streets. Extremely technical
tricks became expected. So
much so, that if you were
not skating street, you
might as well not skate at
all. Additionally, skaters
were sharing the streets
with other subcultures, such
as Hip-Hop & Graffiti. This
injected heavy influences
into skating lifestyle and
fashion.
Under the Board | 8

9. Present | Classics
Skating is ebbing
toward “cool” again in
popular culture. While
technical skating is
still respected, skaters
appreciate original and
classic styles. Skaters
collectively agree on
classic styles and have a
mutual respect for each
other. There is now more
concern with skating as
an artistic endeavor.
Skateboarding has become
timeless.
Under the Board | 9

10. Chapter 3 | Interviews
Under the Board | 10

11. “ (Skaters) are not afraid to mess up, we are not afraid to fail, we will
keep trying over and over again and we might not get it, but there are a lot
of things when you try something and you can’t do it you just stop”
“Risks are risk because you have a substantial amount to lose, but you have a
ton to gain”
“I think (skating) goes back to what we shouldn’t be doing, it is what people
are drawn to, it is that exciting and you feel like you are breaking the law,
or doing something you shouldn’t be doing. It is worth it”
“ The nature of skateboarding is super raw...it takes a lot of skill to do
it...you don’t really know how hard it is until you try to do it and than
you realize you might have an idea of these people. They might be laid back,
don’t do well in school or do drugs, but then you see them do this skill,
this act of skateboarding, and it is really impressive...I think people
devalue it and don’t realize how hard it is”
“The state of the board tells more about the skateboarder than the visual
design.”
Under the Board | 11

12. “The scratches on my board represents the scars of my life. It tells
my stories.”
“I still love skateboarding and always will, like many things in this
world that adults do that kids do, it helps keep you young mentally
and somewhat physically.”
“Skateboarding is hanging out with your friends and doing what you
like”
“People cheering on other people when they land a trick is from a
mutual love for a sport you’re trying...Understanding how hard what
you’re trying is, it doesn’t matter what level you’re at if you’re
trying you’re trying. It is commendable.”
“There is no particular brand or size of board that will do more than
the next, its whatever feels good on your feet.”
“Art goes hand-in-hand with skateboarding. In my opinion it is an art
itself...the way they move is art.”
Under the Board | 12

13. Chapter 4 | A New Look
Under the Board | 13

14. Skateboarding is an act of expression
that attracts individuals of all
backgrounds, influences, places and mind
spaces. What common threads do these
individuals, from what can be seemingly
opposite subcultures, share that
attract them to skateboarding? What is
the mojo that binds them together as
Skaters?
Under the Board | 14

15. Under the Board | 15

16. Chapter 5 | Segments
Under the Board | 16

17. Skater | The Adolescent
Under the Board | 17
Young and developing,
this person is
experimenting and
engaging in risky
behaviors through all
aspects of their life.
Thus, Skateboarding
comes as a natural
pastime. For them, life
is eat, sleep, skate.
They are 100% dedicated
to skating and know
“what’s up” in the
culture by observing
brands & marketing.

18. Skater | The Lifestyle
Even though this person might
have chosen a career path away
from skating, it will always
be their first love. This
person is respected in the
skating community because they
are always pushing themselves
and those around them to keep
getting better. They are able
to pick and choose what parts
of the subculture they want to
associate with and which ones
fit their personality best.
They are not as concerned
with brands and ride whatever
they’re comfortable with.
Under the Board | 18

19. Skater | The Pro
This person rips and is
respected by all. They
are the ones setting the
trends and often getting
paid to skate. They are
part of a tight inner
circle of the culture.
This person is looking
at how they mesh with
different skate teams,
the personalities and
the style in which they
skate.
Under the Board | 19

20. Peer | Fellow Risk Takers
This person doesn’t
necessarily skate but
plays an influencer
role to skating through
their sub-culture. Much
like skating, these
subcultures often take
risk and stem from a
place of impulse and self
expression. They share
similar hangouts and
recreational activities
and often co-express
through art.
Under the Board | 20

21. Poser | The Takers
This person takes from
skate culture but does
not give back.
They rep the symbols and
icons of skating and know
exactly whats hype but
in fact, this drives the
core of the subculture
away from those symbols
and icons. They want
the praise without the
sacrifice.
Under the Board | 21

22. Chapter 6 | The Threads
Under the Board | 22

23. Thread 1 | Culture of Risk
From its very origins,
skateboarding has been
about risk. Moving
from water to a less
forgiving concrete a
skater has always been
willing to sacrifice
their body. There is
a mutual respect for
those comrades who
will do the same.
Under the Board | 23

24. Thread 2 | Self-Expression
Under the Board | 24
Skateboarding is
first an individual
experience where the
rest of the world
wipes away and all
that matters is the
skater and their
board. They escape
into a world that
unfolds again into a
playground.

25. A community of risk takers
that do what feels natural
Under the Board | 25

26. Thank YouLexi Alaga|Daniel Caldas|Patrick DeWitt|Ryan Hagen|Jazo Moises