About Traffic Skateboards

Rolling Through the Streets: The Story of Traffic Skateboards

In the gritty heart of East Coast skateboarding, where cracked sidewalks and urban sprawl shape the terrain, Traffic Skateboards emerged as a beacon for raw, street-level authenticity. Founded in 2003 by Philadelphia legend Ricky Oyola, Traffic was never about glossy marketing or chasing trends—it was about preserving the soul of skateboarding.

Oyola, known for his fast-paced, aggressive style and deep roots in Philly’s skate scene, created Traffic as a response to the growing disconnect between mainstream skateboarding and the street culture that birthed it. After parting ways with New Deal Skateboards, he envisioned a company that would champion East Coast skaters and the unique challenges of navigating real city environments—hence the name “Traffic.”

What Makes Traffic Stand Out

Traffic Skateboards quickly carved out a niche by embracing the rawness of urban skating. Their videos, like Via and Tokyo Transfer, showcased not just tricks but the rhythm and chaos of city life. These weren’t polished skateparks—they were alleyways, stair sets, and sidewalks, often filmed in the shadow of Philly’s iconic Love Park.

The brand became known for its commitment to style, speed, and substance. It wasn’t just about landing tricks—it was about how you did it, and where. Traffic’s aesthetic leaned into the everyday grind of city skating, with graphics and gear that reflected the grit and grime of the streets.

A Team That Speaks for the Streets

From its inception, Traffic built a team that embodied its ethos. Skaters like Shaun Williams, Rich Adler, Jack Sabback, Bobby Puleo, and Oyola himself were early riders who helped shape the brand’s identity. These weren’t just talented skaters—they were storytellers, each with a distinct style and a deep connection to the urban landscape.

Over the years, Traffic has continued to sponsor skaters who reflect its values: authenticity, creativity, and a love for the streets. The team has evolved, but the core remains the same—skaters who see the city as their canvas.

Where They’re Headed Now

Today, Traffic Skateboards remains true to its roots. While the skateboarding industry has seen massive shifts—Olympic inclusion, social media virality, and corporate sponsorships—Traffic has stayed grounded. Their website still features a tight-knit team, a curated store, and media that celebrates street skating in its purest form.

They continue to release decks and apparel that speak to the East Coast aesthetic, and their presence in skate videos and underground culture remains strong. Traffic isn’t chasing the spotlight—it’s illuminating the corners of skateboarding that often go unnoticed.

In a world where skateboarding is increasingly polished and packaged, Traffic Skateboards is a reminder of where it all began: in the streets, in the chaos, in the traffic.

Traffic Skateboards - VIA (Full Video) - 2006

Traffic Skateboards "VIA" Video 2006