Don Brown, a veteran of the skate shoe industry with 33 years at Sole Tech, shares insights from his remarkable career. He reflects on the evolution of skate culture, the impact of corporate giants like Nike, and the chilling F.O.G.O.B. (fear of going out of business) many brands face today. Brown also candidly discusses his recent health journey, including a prostate cancer diagnosis and his path to sobriety. With a mix of nostalgia and critical observations, he sheds light on the industry's past and its future.
Don Brown reflects on his 33-year journey at Sole Tech, highlighting the evolution and commercialization of skateboarding culture.
The sale of Sole Tech to the Nidecker Group symbolizes a strategic move to stabilize and revitalize the brand amid market challenges.
Don discusses the cyclical nature of the skate industry, emphasizing how economic fluctuations influence consumer behavior and brand sustainability.
He shares personal insights on his prostate cancer diagnosis, underscoring the importance of health awareness and lifestyle changes for older men.
Deep dives
Merchandise Overview
The podcast begins with an enthusiastic promotion of various merchandise related to the show, featuring a college-style logo in a range of colors. Items available include shirts in black, burgundy, gray, and forest green, as well as long-sleeve shirts and hoodies in multiple colors like royal blue and forest green, sized up to triple XL. The merchandise can be purchased from the official website, which also offers other items like socks, hats, mugs, grip tape, and water bottles. This segment highlights the community engagement aspect of the podcast, inviting listener support through merchandise.
Guest Introduction: Don Brown
The episode features returning guest Don Brown, who is introduced with a light-hearted discussion about his name change to 'Donald.' The conversation quickly transitions into playful banter about Donnie, a name he humorously dismisses as unsuitable. The flirtation with humor continues as they tease Don about being a freestyler, despite his denial, adding a personal touch to the episode. This playful dynamic sets the stage for a deeper conversation on Don's extensive experience in the skateboarding industry.
A Rich History in Skateboarding
Don shares his profound history in the skateboarding industry, having been involved for over 33 years, beginning with his experience at Soltech and Etnies. He emphasizes the importance of understanding the evolution of skateboarding, from its cultural roots to its current mainstream status. Don nostalgically reflects on the various cycles of boom and bust within the industry, pointing out how trends have shifted back and forth over the decades. He recalls notable moments, including the introduction of urethane wheels and the rise of skate lifestyle brands in the 1980s, which greatly influenced the culture.
Skateboarding's Evolution and Industry Challenges
The discussion delves into the cyclical nature of the skateboarding industry, highlighting the impact of economic downturns and changing consumer preferences. Don describes the significant growth periods followed by sharp declines, linking these cycles to consumer demographics and trends that shift as audiences age. He notes the struggles faced by small, skater-owned brands amid the influence of large, non-skateboard companies that dominate the market. This commentary resonates with the broader theme of maintaining authenticity in skateboarding while navigating the business challenges presented by increased mainstream attention.
Transition of Ownership to Nidecker Group
The sale of Soltech to the Nidecker Group is a pivotal moment discussed in the episode, with Don shedding light on the motivations behind the decision. He explains how the sale aimed to stabilize the company amidst financial struggles, with Nidecker being a financially sound family-owned business. Acknowledging Pierre André's commitment to skateboarding, he reflects on the challenges faced during this transition, including delays in payments to riders. However, he expresses optimism about the future, seeing the potential for new investment aimed at revitalizing the brands under Soltech.
Community Building and Skateboarding's Future
The podcast emphasizes the importance of community in skateboarding, advocating for stronger local skate shops that engage with their customers beyond mere sales. Don discusses how successful shops foster connections through events, contests, and gatherings, which cultivate a loyal customer base. He stresses the need for retailers to harness the power of social media and strategic marketing to draw in consumers. This call to action highlights the necessity for shops to adapt and innovate in order to remain relevant in the evolving skateboarding landscape.
Personal Journeys: Health and Well-Being
In a candid revelation, Don shares his recent health scare involving prostate cancer, emphasizing the importance of early detection and regular check-ups for men, especially over the age of 45. His personal journey towards healing includes a commitment to a healthier lifestyle, marked by sobriety and conscious dietary changes. Don reflects on the mental and emotional toll of his diagnosis while expressing gratitude for the support received during this challenging time. This segment serves as a reminder to prioritize health and wellness, particularly in high-pressure environments like the skateboarding industry.
Final Thoughts on Skateboarding Culture
The episode wraps up with reflections on the future of skateboarding culture, underlining its potential for growth and inclusiveness. Don expresses hope for the rise of female skateboarders and the influence of diverse backgrounds on the sport. He acknowledges the inevitable presence of large corporations but encourages support for grassroots efforts and skater-owned brands. Ultimately, this discussion inspires a collaborative spirit within the skateboarding community, urging listeners to nurture the culture that has shaped their identities.
Don Brown discusses being at Sole Tech for 33 years, Pierre-André started Etnies in the late 1980s, Sole Tech helped make the first DC Shoes, Nike's strategic plan to take over the skate shoe market, the Sole Tech sale to The Nidecker group, companies now a days have F.O.G.O.B. fear of going out of business, being diagnosed with prostate cancer, getting sober and much more!
Timestamps
00:00:00 Don Brown
00:01:22 intro
00:02:30 Been at Sole Tech for 33 years. Recently sold to Nidecker Group
00:06:35 Skating blowing up in the 1980s
00:07:08 Seeing the 10-year cycle
00:09:52 Pierre-André started Etnies in the late 1980s
00:14:38 All the core skate shoe brands were friends in the mid-90s
00:16:42 Sole Tech helped make the first DC Shoes
00:22:43 Olympics is a big money grab - 35 commercials during finals
00:25:54 Do skaters even know about skater-owned things anymore?
00:32:16 Nike's strategic plan to take over the skate shoe market
00:40:05 Opening up Zumiez & PacSun
00:41:58 Nike came into surfing, then pulled out and screwed the whole industry
00:50:50 Brands keeping up with trends
00:55:31 Why they created Sheep Shoes
00:57:29 Vegan shoes most searched thing on their websites
01:05:15 Nidecker sale
01:18:55 F.O.G.O.B. - fear of going out of business
