Established in 1987 by Steve Rocco and Rodney Mullen, World Industries stands out as an early skateboard company to be owned and operated by professional skateboarders.
During the late '80s and early '90s, Steve Rocco assumed a pivotal role at the forefront of the skateboarding scene. His audacious and irreverent marketing strategies, captivating videos, and inventive advertising campaigns caught the established, somewhat corporate giants of skateboarding off guard. World Industries swiftly responded to the desires of '90s youth, igniting a rapid ascent.
World Industries breathed new life into the skate industry by elevating street skating with a grittier style, catalyzing the sport's monumental growth and shaping the modern era of skateboarding. As if Steve Rocco and Rodney Mullen weren't already colorful personalities, in 1996, they introduced three distinctive characters to the brand: Devilman, Flameboy, and Wet Willy. These characters, some suggesting they were illustrated versions of the founders, arrived at a propitious moment. The emergence of the X-Games and the surge in young skateboarders propelled the characters to new heights, gracing the decks of many novice skaters.
With the remarkable success following the introduction of these characters, Steve Rocco and Rodney Mullen eventually accepted an offer they found hard to resist. In 1998, the brand was acquired and became part of Swander Pace Capital's action sports portfolio. World Industries made history by becoming the first publicly traded skate brand. It changed hands once more and found its place within Dwindle Distribution.
Under Dwindle Distribution's ownership, the World brand expanded into numerous product categories. No longer confined to skateboards, World Industries diversified its offerings, including a broader range of apparel, footwear, and licensed products, spanning snow sports, water sports, and toys.
In 2012, a new era began with the departure of the iconic characters, Flameboy and Wet Willy, who ventured to create their own brand, Flameboy vs. Wet Willy. This move allowed World Industries to reconnect with its roots as a youth-centric, irreverent, and edgy skate lifestyle brand.
Today, World Industries remains committed to offering skate lifestyle products while staying true to its heritage as an authentic, youth-centered brand within the skate industry. You can discover a multitude of World products at local skate shops, family footwear stores, and beyond.
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