From Louis Vuitton to Harrods: The luxury of skateboarding

Over the past few years, luxury brands like Dior and Louis Vuitton have been increasingly willing to partner with traditional streetwear and skate brands to connect with the next generation of streetwear consumers, said Einhorn. In fact, the number of luxury collaborations is up 200 percent from 2020-2021, he added. If you look at the brands they collaborate with, they are more often than not a skate brand.

When it works, it works, says Blondey, pointing to Louis Vuittons’ collaboration with pro-skater Clarke, led by the late Virgil Abloh. StockX data shows the average Lucien Clarke x Louis Vuitton skate is trading at $500 more than its retail price. This puts him in a fairly rare company when it comes to sneakers hype, says Einhorn.

However, that comes with a caveat: If the excesses of fashion houses and other skateboarders follow suit, the novelty will soon wear off and then there’s less of what’s great for individual conversation and much more. why do we let this multi-billion pound company plunder our cultural conversations and it’s not a fun conversation to have, Einhorn adds.

Legendary skater Steve Berra advises StockX that there will always be haters when it comes to winning over the skate community. StockX launched its skate strategy in late 2019, with the help of Berra, to build its appeal with the skate community. Some pro skaters can get frustrated with their brand deal, as brands can see it as a moving billboard on a skate deck, says StockX VP of cultural marketing, Tom Woodger. Signing up for Berra and listening to pain points from skaters helps StockX connect authentically with skateboarding.

King is one of five skaters on the StockXs skate team, which also includes Robert Neal and Zion Wright, launched in 2019. In addition to creating content and competing internationally for StockX, each skater can choose how they tell their story and give back to their community.

Gives skaters the freedom to shape projects

While traditional brand or retailer campaigns may prioritize reach and reinforcement, skate activations and community projects can serve different purposes, Woodger said. StockX focuses on comments from the community, and presence on skate media and skaters’ Instagram feeds, rather than product counts or signups. It’s about brands showing up in the right places, he said. What’s more, unlike football or basketball, pro-skater contracts can be much more flexible, allowing more creative freedom in how brands leverage skate talent.