George Powell’s journey into skateboarding began as a Stanford-educated engineer, initially crafting homemade skateboards back in 1957. Years later, in 1974, when his son requested a skateboard, Powell dug up an old board from his garage only to hear his son complain about its rough ride. The complaint sparked Powell’s curiosity about how skateboarding technology had evolved, particularly with the introduction of urethane wheels. Unlike clay wheels, urethane provided a smoother, more durable ride. Intrigued, Powell began experimenting with skateboard design, mixing his own urethane wheels and incorporating unconventional materials like aluminum and fiberglass to build composite boards. He even tested out a flexible slalom board with the help of young skater Stacy Peralta, who would later play a pivotal role in Powell’s journey.
Laid off from his aerospace job in 1976, Powell decided to channel his engineering skills into skateboarding, relocating to Santa Barbara and officially launching his skateboard manufacturing business. His Quiksilver ProSlalom deck, marketed through Sims Skateboards, made waves, followed by his Quicktail model. But Powell’s big break came in 1978, when he teamed up with Stacy Peralta. They founded Powell Peralta, with Powell focusing on innovative product design and Peralta taking charge of team management and marketing. The dynamic partnership quickly grew into one of skateboarding’s most influential forces.
Powell Peralta’s formation marked the beginning of a legendary era for skateboarding. In 1979, Peralta assembled a team of rising stars known as the Bones Brigade, featuring skaters like Alan Gelfand, Mike McGill, and Steve Caballero. As the company’s first pro skater, Ray “Bones” Rodriguez set a high standard, soon joined by a long list of influential names, including Tony Hawk, Rodney Mullen, and Lance Mountain. The Brigade was much more than a team; they were innovators and ambassadors for a new style of skateboarding. Artist Vernon Courtlandt Johnson, or VCJ, added an iconic visual identity with graphics like the skull-and-sword, instantly recognizable and synonymous with Powell Peralta’s brand.
Powell Peralta hit its stride in the 1980s, releasing popular skateboarding videos that showcased their team’s skills and creative energy. The Bones Brigade Video Show in 1984 was a groundbreaking release, selling out 30,000 copies and setting the standard for skate videos. The company’s later productions, like Future Primitive and The Search for Animal Chin, became iconic and helped launch skateboarding into the mainstream. “Skateboarding is Not a Crime,” Powell Peralta’s bold ad campaign, reinforced the culture and identity of skateboarding at a time when the sport was often misunderstood.
However, the late ’80s brought changes to the skateboarding industry. Smaller brands, like World Industries, emerged and began taking market share from established companies. Several Bones Brigade members, including Rodney Mullen and Mike Vallely, left to join or start independent companies. Powell Peralta faced challenges as their team dispersed, each member pursuing new ventures and brands. Stacy Peralta eventually departed in 1991, and Powell rebranded as Powell Corporation. Although the brand’s dominance waned, it adapted to the times, releasing reissued decks under Powell Classic. By 2010, Powell Skateboards and Powell Classic had merged into Powell Peralta once again, and the company continued to reissue popular designs for skaters and collectors alike.
In 2012, George Powell and Stacy Peralta rekindled their partnership with the documentary Bones Brigade: An Autobiography, reconnecting with the original team and bringing new life to the brand. The reunion saw the release of classic pro models from legends like Steve Caballero and Mike Vallely, accompanied by new artwork from VCJ. In 2016, Powell Peralta was inducted into the Skateboarding Hall of Fame, a testament to its lasting impact on skateboarding culture. Powell Peralta remains an icon in the skateboarding world, a brand that has influenced generations with its innovations, team spirit, and unforgettable graphics. Powell and Peralta’s vision not only shaped the industry but also captured the imaginations of skaters worldwide. Their journey from garage-built boards to one of skateboarding’s most celebrated brands shows how a passion for innovation and a commitment to the sport can create an enduring legacy.
