Skateboarding: from the streets of California to the Olympics and beyond.

Skateboarding, which originated on the streets of California in the 1960s, has undergone a remarkable transformation in recent decades. Once perceived as a marginal pastime associated with youth culture, it has risen to the status of an Olympic sport, leading to significant growth in its popularity and, consequently, its commercial value. This phenomenon has captured the attention of sports brands, sponsors, and an expanding market that, according to estimates, reached a value of $863 million in 2022. With its debut at the Tokyo 2020 Olympics, skateboarding gained new momentum. Skate competitions have attracted a new generation of athletes, such as Brazilian Rayssa Leal and British Sky Brown, who have brought the sport to unprecedented levels of visibility. Leal, sponsored by Nike, clinched the silver medal in the street category, solidifying her status as one of the standout figures in global skateboarding. Meanwhile, Sky, with her bronze medal in Tokyo, is preparing to defend her title at Paris 2024, ensuring that interest in skateboarding continues to rise. Nike has capitalized on this boom by surrounding itself with emerging talent, which not only reinforces its image in the sports realm but also positions it as one of the most influential brands in the skate market. However, they are not the only ones. Other companies like Vans and DC Shoes are also competing for a space in this lucrative sector, which is projected to grow at a compound annual growth rate of 3.5% to reach an estimated value of $1.217 billion by 2032. Skateboarding is not only generating a surge in sales of footwear and apparel but has also spurred the creation of local brands. In Mexico, for example, companies like Hey Dog and Casta Propaganda are emerging, reflecting a growing interest in the sport and its culture. However, the path toward the professionalization of skateboarding in the country faces barriers that still need to be overcome. Rodrigo Castillo, a veteran professional skateboarder, points out that the increasing interest in skateboarding has led luxury brands to explore related products, such as Gucci skateboards that exceed $2,000. This trend has changed the perception of the sport, elevating it to a status of greater recognition and appeal. Castillo asserts that, despite the challenges, skateboarding is gaining ground and visibility, especially among younger generations. Ricardo Gallardo, director of BlackBoard Skate, agrees that the establishment of skate schools is crucial for the growth of the sport in Mexico. According to him, education and the training of new athletes are fundamental to developing a more robust market that drives the sale of skateboards, wheels, and footwear. With the increase in schools, more people are expected to take an interest in the sport, which will, in turn, benefit the entire industry. The growth of skateboarding has also boosted the construction of suitable infrastructures. Gallardo has been involved in creating skate parks, aligning with the international standards set by the World Skate Federation. His experience in designing and building these facilities is essential to ensure that skateboarders have an appropriate environment for training and competition, which is a challenge in a country where infrastructure is still developing. As skateboarding continues to grow, specialized companies are poised to take advantage of this momentum. It is estimated that the number of businesses dedicated to the design and construction of skate parks will increase, creating more jobs and opportunities for young people interested in the sport. The merging of skate culture with the professionalization of the sport promises a bright future, not only for athletes but also for the industry as a whole. Once considered a niche sport, skateboarding has now become a global phenomenon. With the arrival of the Paris 2024 Olympics, the world will be watching how this sport continues to evolve and how brands, athletes, and communities adapt to this new paradigm. Undoubtedly, the future of skateboarding is filled with possibilities and opportunities that, if properly harnessed, could take this sport to new heights.