Reflecting on his widely successful skateboarding and business career at his Tony Hawk – What Keeps The Wheels Turning on a Global Brand panel at SBC Lisbon, Hawk said that “authenticity” was the most important thing in building a successful brand.
The panel was moderated by sports broadcaster Laura Woods, known for her work with TNT Sports and other companies. She explained just how much of a brand Tony Hawk has built, saying, “even if you don’t know anything about that world [skateboarding], you know who Tony Hawk is.” The audience applauded this point, with Hawk agreeing. “My name became a brand as much as it was a person,” he said.
The skateboarder was announced as an SBC Lisbon panelist in July of this year. He is no stranger to the gambling industry, having previously signed with DraftKings as part of a responsible gambling campaign. Hawk headlined the company’s “Practice Safe Bets” campaign back in 2022.
Hawk’s career took off in the late 1970s and 1980s after he picked up skateboarding at the age of 8. Although his first skating experience ended with “splinters in my fingers”, he quickly gained prominence and turned professional at 14. He reflected on how unpopular skateboarding was when he rose to fame by explaining the difference between him being an amateur and a pro was ticking a different box on a registration form for a competition.
The California native pioneered numerous tricks, including the “900,” a 900-degree aerial spin that had long been considered impossible. His successful execution of this in 1999 at the X Games cemented his status as one of the greatest skateboarders of all time.
Beyond his achievements in competitions, Hawk has significantly contributed to the popularization of skateboarding. His video game series, Tony Hawk’s Pro Skater, launched in 1999, brought skateboarding into the mainstream, influencing a new generation of fans and players.
He attested his branding success to the fact he has always kept skateboarding at the front of his mind.
“I walk the walk. I never stopped skating,” Hawk reflected, recalling that he had been skating the day prior to his appearance at SBC Lisbon. Coming back to the importance of authenticity in the success of his brand, Hawk reaffirmed, “I feel like if I wasn’t skating, I would be faking it.”
Woods agreed, saying, “authenticity is a word I think works in every business.” Part of the growth of his brand came from “fun ideas” and fulfilling needs in the skateboarding community rather than branding opportunities. The skateboarder used the example of starting Hawk Clothing for kids to produce clothing that represented his kids more.
Offering advice to aspiring entrepreneurs, Hawk advised them to “learn everything about your business or your craft,” as well as “wear all the hats, especially in the beginning because it’s only going to help in the end.”
Meanwhile, he also suggested that brands looking to form partnerships with professional athletes and vice versa should be selective, only choosing partners that fit with your style of marketing. Hawk also elaborated on the Skatepark Project in helping pay for more than 900 skateparks globally.
