🛹 Union Wheel Co.: A Flash of Urethane in the Golden Era of Skateboarding

In the wild and creative surge of early '90s skateboarding, a small but mighty brand emerged from Southern California that would leave a lasting impression on the culture: Union Wheel Co. Founded around 1992 by Rich Metiver, Union was more than just a wheel company—it was a movement, a vibe, and a crew of heavy-hitting talent that helped define an era.

Origins in the Golden State

Union Wheel Co. was born in the heart of skateboarding’s creative renaissance. Southern California, already a hotbed for skate innovation, provided the perfect backdrop for a brand that wanted to do things differently. Rich Metiver, the founder, had a vision for a urethane wheel company that wasn’t just about performance—it was about style, community, and pushing boundaries.

Not Just Wheels—A Legacy

Union quickly gained traction for its high-quality urethane wheels, which were known for their durability and smooth ride. But what really set Union apart was its video output. The company released several full-length skate videos that became cult classics, including:

• Right to Skate (1992)

• Hunt Yourself (1994)

• The Game We Play (1996)

These weren’t just product promos—they were cinematic love letters to skateboarding, featuring raw street footage, vert ramp mastery, and the kind of gritty authenticity that defined the decade.

A Dream Team of Legends

Union’s team roster reads like a who’s who of skateboarding royalty. They sponsored some of the most influential skaters of the time, including:

• Eric Koston – A technical wizard whose style shaped modern street skating

• Andrew Reynolds – “The Boss” himself, known for his massive pop and clean execution

• Mike Vallely – A punk-rock powerhouse with raw energy and street cred

• Kris Markovich, Matt Beach, Ethan Fowler, Josh Friedberg, Jerry Fowler, Todd Congelliere, Jeremy Klein, Tom Boyle, Willy Santos, and many more

This lineup wasn’t just impressive—it was revolutionary. Union gave these skaters a platform to express themselves and helped elevate their careers during a pivotal time in skateboarding history.

Fade to Black

By 1997, Union Wheel Co. had quietly exited the scene. There was no dramatic farewell, no final press release—just a slow fade as the skate industry shifted and evolved. The brand’s last known output came that year, and since then, Union has remained a nostalgic memory for those who lived through its heyday.

Union Wheels Co "Hunt Yourself" (1994)

Todd Congelliere – Union Wheels “Right to Skate“ (1992)

Union Wheels The Game We Play 1996