Blind Skateboards emerged in the late 1980s as one of the most iconic and influential brands in skateboarding, founded by Mark Gonzales, a true legend in the skate world. At that time, skateboarding was shifting away from big vert skating and embracing street skating, giving rise to a new era of technical skill and creativity. This change was driven in part by riders like Gonzales, whose innovative tricks and approach redefined what could be done on a skateboard. Blind Skateboards became a powerhouse not just for its products, but also for its role in shaping the culture and community of street skating. For a decade, Blind would set the trends, but after years of innovation and influence, it struggled to keep up with the times and eventually faded from its once-pioneering role.
Blind was founded in 1989, at a time when Gonzales was riding for Vision Skateboards. In a cheeky play on the name “Vision,” he chose the name “Blind” for his new company. Initially under the World Industries banner, Blind became a creative powerhouse, with artwork and deck graphics that pushed boundaries and grabbed attention. Much of the company’s artwork was provocative and edgy, aiming to disrupt mainstream perceptions of skateboarding. Gonzales himself was a massive draw for fans, who saw his name and style associated with Blind’s identity. His skating was raw and inventive; he was constantly doing things on a board that no one had seen before, and Blind gave him the creative freedom to express himself without limits. This synergy of innovative skating and a distinctive visual aesthetic quickly established Blind as one of the hottest brands in skateboarding.
The rivalry between Blind and Powell Peralta came to a head with Blind’s infamous “Dear George” ad, a direct message from Mark Gonzales to Powell’s founder, George Powell. The ad, published in a skate magazine, featured a faux letter from Gonzales to Powell with pointed, sarcastic commentary challenging Powell’s approach to skateboarding and highlighting the differences between Blind’s edgy, raw aesthetic and Powell’s polished, corporate style. Alongside this ad, Blind had already begun parodying Powell’s iconic skeleton graphics, playfully mocking the older brand and signaling a new direction for street skating. This defiance struck a chord with young skaters who were tired of the old guard’s dominance, solidifying Blind’s reputation as the rebellious voice of the new skateboarding era.
One of Blind’s most significant contributions to skateboarding culture was the 1991 video Video Days. Directed by a young Spike Jonze, who would later become a celebrated filmmaker, the video showcased the raw talent of the Blind team, which at the time included Gonzales, Guy Mariano, Jason Lee, Rudy Johnson, and Jordan Richter. Video Days was unlike any other skate video that had come before it. The film captured the essence of street skating and mixed it with Gonzales’s surreal and often hilarious personality, taking viewers on an adventure that went beyond simply performing tricks. Each skater brought a unique style: Gonzales’s fluid creativity, Mariano’s smoothness, Lee’s flair, and Johnson’s technical skill all complemented each other. Jonze’s direction gave the video a cinematic feel, and Video Days is still considered one of the most influential skate videos of all time. It set the standard for what skate videos could be, mixing artistry with athleticism in a way that would inspire generations of skaters.
Through the early 90s, Blind thrived on the charisma of Gonzales and the unique identities of its team riders. Gonzales left Blind in 1993, a move that marked the beginning of the brand’s decline. Without Gonzales, Blind lost its creative center and struggled to maintain the energy and vision that he had brought to the company. Although Blind continued to release boards and sponsor skaters, the impact of the brand lessened. The skate industry was changing rapidly in the 90s, with new brands and skaters constantly reshaping the culture. Skateboarding was mainstreaming, and competition was fierce. Although Blind continued to release products and sign talented skaters, it couldn’t capture the lightning-in-a-bottle moment it had with Gonzales and Video Days.
Blind managed to stay relevant through the 90s and early 2000s by releasing skate videos, sponsoring riders, and producing new graphics. However, the culture had shifted, and Blind, while still respected, was no longer the cutting-edge brand it had once been. The company transitioned ownership multiple times, and by the 2000s, it was viewed more as a heritage brand than a trendsetting force. While Blind continued to produce skateboards, the market was flooded with newer companies pushing the boundaries in fresh ways, particularly in the era of social media, which allowed upstart brands to gain visibility rapidly.
Today, Blind Skateboards still exists but operates in a niche space within the industry, far removed from its days of glory under Gonzales’s vision. Blind’s legacy, however, lives on in the history of skateboarding. Video Days is still celebrated as a pioneering moment in skate culture, and Mark Gonzales remains a revered figure for his contributions. The brand helped shape the visual and cultural landscape of skateboarding in its golden years, showing that skateboarding could be a form of art and storytelling. Though Blind no longer holds the cultural weight it once did, its influence is undeniable; it set the bar for creativity and innovation in skateboarding. Today, Blind exists as a nostalgic reminder of skateboarding’s early days and as a testament to how quickly the culture can evolve
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