🛹 The Rise, Rebellion, and Farewell of Consolidated Skateboards

Consolidated Skateboards wasn’t just a brand—it was a movement. Born out of a desire to preserve the soul of skateboarding, it stood as a defiant middle finger to corporate infiltration and a love letter to skater-owned authenticity. Let’s dive into the story of this legendary company, from its rebellious roots to its heartfelt goodbye.

🌱 Origins: The Birth of The Cube

Consolidated Skateboards was founded on March 14, 1992, in Santa Cruz, California, by Steve Guisinger (aka Birdo), Steve Keenan, and Leticia Ruano. The trio envisioned a company that would stay true to skateboarding’s gritty, DIY ethos—no sellouts, no compromises.

Their logo, a simple cube, became a symbol of their identity. But it was their attitude that made them iconic. From the beginning, Consolidated was about more than decks and wheels—it was about culture, community, and resistance.

🔥 Notable for: The “Don’t Do It” Campaign

Consolidated’s most infamous contribution to skateboarding was the “Don’t Do It” campaign—a direct parody of Nike’s “Just Do It” slogan. This wasn’t just cheeky branding; it was a full-blown protest against big corporations like Nike entering the skate industry and, in their view, exploiting it.

• The “Don’t Do It” sticker became a cult classic, slapped on skateparks, street signs, and bathroom stalls worldwide.

• They created satirical ads and graphics that mocked corporate greed and celebrated skater-owned independence.

• Their stance earned them both admiration and controversy, but they never backed down.

🧑🎤 Sponsored Skaters & Cultural Impact

Consolidated built a team that reflected its values—raw talent, rebellious spirit, and a love for skating. Over the years, they sponsored a long list of influential skaters, including:

• John Cardiel

• Christian Hosoi

• Jason Jessee

• Andy Roy

• Van Wastell

• Neil Blender

• Scott Bourne

• Alan Petersen

• Karma Tsocheff

They also released full-length skate videos like “Is What It Is” (1999), which showcased a gritty mix of street and vert skating, wrapped in their signature humor and punk aesthetic.

🧵 The Final Chapter: Saying Goodbye

After 32 years of fighting the good fight, Consolidated Skateboards officially closed its doors on December 31, 2024. The founders posted a heartfelt farewell on social media, thanking fans and riders for their support. Their online shop shut down, and the brand left behind a legacy etched in tattoos, memories, and a whole lot of cube-shaped graphics.

But the story didn’t end there.

In March 2023, exactly one year after their initial closure, Consolidated made a surprise comeback with a limited run of skate shoes—a nod to their roots and a wink to their “Don’t Do It” legacy.

Leticia Ruano also announced a personal project: a book titled “The Cube Scarred For Life”, chronicling the brand’s journey and cultural impact.

Consolidated "Kings Of Promotion" (1997)

Consolidated: Behold Da fool

Consolidated Skateboards "Is what it is" 1999