Few skaters embody the full arc of skateboarding’s evolution—from backyard ramps to global industry leadership—quite like Jeff Kendall. Rising from the explosive Santa Cruz scene of the early 1980s, Kendall built his name on raw power, unmistakable style and a deep connection to the culture that defined the sport’s golden era. His skating blended speed, aggression and technical precision, cementing him as one of the defining pro riders of his generation and a central figure in the Santa Cruz legacy.
Kendall’s journey began in the early eighties when the sport was surging with creativity and innovation. He came up riding the West Coast’s gritty terrain, eventually joining Santa Cruz Skateboards—one of the most influential sponsors in skate history. His decks, illustrated with now-iconic Jim Phillips graphics like the Kendall Pumpkin and Kendall Graffiti, became staples in skate shops worldwide, immortalizing his presence in the streets and in collectors’ rooms alike. Alongside Santa Cruz, he was also associated with Independent Trucks, OJ Wheels and other pillars of the NHS ecosystem, forming a tight sponsor family that reflected both his loyalty and his deep integration within the industry’s most respected brands. Through the late eighties and early nineties, Kendall’s career expanded from contest circuits and video parts into a role of mentorship and stewardship. As new generations began to redefine the sport, Kendall proved that legacy doesn’t fade—it evolves. His understanding of product design, community influence and brand direction naturally guided him toward the business side of skateboarding, where his intuition as a rider became his greatest asset.
Kendall eventually stepped into leadership at NHS Inc., the parent company of Santa Cruz Skateboards, Independent, Creature, OJ Wheels and several other global skate staples. Today he serves as CEO, navigating the company through modern markets while keeping its soul firmly grounded in skate culture. Under his leadership, NHS has expanded its heritage collections, strengthened collaborations, revived classic graphics and ensured that the brands stay both historically rooted and culturally relevant. Kendall’s role is not just corporate stewardship—it’s cultural preservation. He champions authenticity, supports emerging riders and continues shaping how skateboarding is presented to the world.
Jeff Kendall’s story is a rare one. Many pros fade from the spotlight when their time on the board slows down, but Kendall simply shifted his energy toward building the future of the industry he helped define. From blasting backyard lip tricks to overseeing some of the most respected brands in skateboarding, his impact spans decades, proving that a true skater’s influence doesn’t end when the tricks do—it only changes form.
