One of the (many) awesome things about skateboarding is that skateboarders are like a brotherhood (and sisterhood) that looks after each other and their sport. Some big corporation from the outside can’t one day decide to be cool and jump into the skateboard industry. Snowboarding is starting to head that direction with things like the 180 Olympic Charter being pushed to keep snowboarders in charge of their sport.
Another big aspect of keeping a sport awesome is to have actual snowboarders running and owning the companies involved. The Coast Mountains has long been a hotbed for rider-owned companies (who didn’t own a company in the late 90′s?) but StepChild is one of the more established ones and are celebrating their ten year anniversary this year. Check out this Video of StepChild owner Sean Johnson as he walks you through their booth at the big tradeshow in Denver. The video outlines their new line and I wonder if the CEOs of the big board companies could talk about their product with the same expertise and candour? With StepChild, you know real snowboarders are running the show, not dipshits in a board room.
