Zero Skateboards
ActiveOverview
Zero Skateboards is a skateboard company founded by professional skateboarder Jamie Thomas to counter what he perceived as mediocrity in skateboarding at the time. The brand is recognized for its distinctive skull logo and horror-themed graphics, positioning itself as representing the rebellious roots of skateboarding and appealing to underdogs in the sport. Zero produces skateboard decks, apparel, and related products distributed through its parent distribution company Black Box Distribution.
History
Zero Skateboards was founded by Jamie Thomas in 1996 as a response to the state of skateboarding at that time, with the goal of creating a brand that spoke to underdogs and represented skateboarding's rebellious heritage. The company has maintained its presence in the skateboarding industry for over two decades, building a loyal customer base. The brand is distributed through Black Box Distribution, Thomas's distribution company. Zero has featured notable team riders including Jamie Thomas, Dane Burman, and Tommy Sandoval.
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| Skateboard Decks | Core product with horror-themed graphics | $50 - $80 |
| Apparel | Branded clothing and accessories | $25 - $150 |
| Complete Skateboards | Ready-to-ride setups | $150 - $300 |
Notable Products
- Zero Skull Logo Decks - Signature skateboard decks featuring the brand's iconic skull logo and horror-inspired graphics
- Zero Team Pro Models - Signature decks designed by team riders Jamie Thomas, Dane Burman, and Tommy Sandoval
- Zero Apparel Line - Branded clothing and accessories featuring the skull logo and horror aesthetic
Reputation
Zero is regarded as a legendary skateboard brand with a strong following among enthusiasts who value its commitment to skateboarding's rebellious roots and underground ethos. The brand is known for its distinctive visual identity and authentic positioning within the skateboarding community. Its longevity over more than two decades demonstrates sustained relevance, though specific criticisms or weaknesses are not detailed in available sources.