Two icons in skate – Tony Hawk and Vans – join forces

Tony Hawk remembers the early days, when he’d burn through the tips of his Vans shoes while sliding on his knees, patching them with duct tape so he could keep wearing his favorite pair of skate shoes as he tried tricks over and over.

He still remembers begging his dad for his first pair of Vans, at age 11, and the ankle-support accessory before high tops existed, so he could push his skate skills to the next level.

Now, decades later, Hawk has been named an official “global brand ambassador,” for the Costa Mesa-based action sports brand that for decades has been a cult favorite in the skate culture.

The legendary skater and Vans announced the partnership on Monday, April 13, allowing the 51-year-old San Diego resident to roll into a new chapter of his career. Hawk will continue to be a commentator in the Vans Park Series, in addition to producing a brand-new professional Vert skateboarding competition, the announcement said.

“Tony Hawk’s name is synonymous with skateboarding for fans around the world,” said Bobby Gascon, global director of action sports for Vans, said in a statement. “He is a pioneer and has inspired millions to pick up a board with his incredible talent. We are honored that he’ll be supporting Vans’ mission to promote and grow skateboarding globally.”

Vans debuted in Anaheim in 1966 just a few years before Hawk was born, starting out as a small manufacturing company whose founders revolutionized mixing manufacturing with retail.

They gained a foothold in the skate world in the mid-’70s because of the extra grip of their thick soles and the tough canvas that could handle a battering as skateboarders launched off pool lips and did tricks on their wooden boards.

“Vans has supported skateboarding since the very beginning, and never wavered in its commitment, even with massive mainstream success,” Hawk said in the announcement.

Hawk wore the shoes through his formative years until the mid-’80s, he noted.

Hawk is one of, if not the, most recognizable names in the sport – what Kelly Slater is to surfing or Shaun White to snowboarding – a barrier breaker and dominate force in competition who became a familiar face and household name as skateboarding became more mainstream through the years.

Hawk has had many business ventures through the years outside of competition, including launching his own skateboard company, Birdhouse Projects. In 1999, Hawk and Activision created the Tony Hawk’s Pro Skater video game franchise, which has had more than $1.4 billion in sales.

In 2014, Quiksilver sold Hawk Designs Inc., which it bought in 2000, for $19 million.

Hawk retired from competition in 1999, but continues to skate at demos and exhibitions around the world. He also focused on the Tony Hawk Foundation, helping to fund more than 600 skate parks throughout the United States.

The plan for the Vans and Hawk collaboration is to “create authentic and inspiring brand initiatives that will enable creative expression through skateboarding,” Monday’s announcement said.