In the world of skateboarding, few figures stand as tall or as influential as Steve Rocco. Originally riding for Sims and later leading his own division under Santa Monica Airlines (SMA), Rocco was always a force pushing the boundaries of what skateboarding could be. After disagreements with Skip Engblom, the head of SMA, he made a bold move to branch out independently, ultimately changing the landscape of skateboarding forever.
In 1987, Rocco teamed up with Rodney Mullen to establish World Industries, one of the first skateboard companies owned and operated by professional skateboarders, a truly groundbreaking shift in the industry. World Industries quickly attracted major talents, bringing in riders like Chris Pastras, Mike Vallely, Jason Lee, Rodney Mullen, Jef Hartsel, Jeremy Klein, and Ron Chatman.
By 1989, the legendary Mark Gonzales joined Rocco’s venture, bringing his distinctive vision to Blind Skateboards, a new brand under the World Industries umbrella, and further solidifying Rocco’s influence. Together with Jason Lee, Gonzales started building Blind’s iconic roster. Rocco didn’t stop there; in 1991, he collaborated with Natas Kaupas to launch 101, a company that went on to feature legends such as Gino Ianucci, Jason Dill, and Eric Koston.
In the midst of World Industries’ meteoric rise, Steve Rocco played a key role in the creation of Plan B Skateboards, a brand that would further revolutionize the sport and amplify street skating’s reach.
Founded in 1991 by Rocco, World Industries’ co-founder Rodney Mullen, and visionary filmmaker Mike Ternasky, Plan B emerged as an experimental team within Rocco’s rapidly growing skate empire. Plan B set itself apart immediately, not only by attracting an elite roster of skateboarders but also through Ternasky’s unique approach to video production. Ternasky, who would go on to be remembered as one of skateboarding’s most influential directors, infused Plan B videos with a level of professionalism and intensity rarely seen in skateboarding at the time.
Plan B quickly became a platform for skaters who were pushing technical boundaries in street and vert skating, and the team’s videos redefined the possibilities within the sport. By recruiting some of the biggest names in skateboarding—including Danny Way, Colin McKay, Pat Duffy, Rick Howard, and Matt Hensley—Ternasky’s vision came to life in groundbreaking videos like Questionable (1992) and Virtual Reality (1993). These videos showcased highly innovative tricks and creative style, capturing the raw talent of riders and setting new standards for both skateboarding and skate media. Questionable in particular was a game-changer, influencing generations of skaters and solidifying Plan B’s reputation as a trailblazer.
Through Plan B, Rocco, Mullen, and Ternasky pushed skateboarding in an even more technical, performance-driven direction, making Plan B synonymous with innovation. Tragically, Ternasky’s life was cut short in a car accident in 1994, a loss that deeply affected the skateboarding community and marked a turning point for Plan B. His influence, however, lives on in the team’s legacy and in the standards he set for skate videos.
Rocco’s impact extended across multiple brands, including Plan B, which embodied his vision of progressing skateboarding from within the community itself. Plan B became a lasting reminder of how a blend of creativity, technical skill, and fearless vision could change skateboarding forever, reinforcing Rocco’s status as an industry pioneer who not only reshaped the sport through World Industries but also catalyzed a new era of progression and ambition through Plan B and Ternasky’s unforgettable films.
With an eye on the future of skateboarding, Rocco fueled street skating’s explosive growth in the late ’80s and ’90s, embracing a gritty, rebellious style that took skateboarding from niche to mainstream. His approach was irreverent, marked by edgy marketing, bold videos, and unconventional advertising that surprised bigger skate companies. It spoke directly to young skaters craving a brand with authenticity and attitude, and World Industries’ fearless marketing tapped into that demand, quickly elevating the brand.
Rocco’s ability to bring skateboarding’s rebellious essence to the forefront was amplified by a creative powerhouse in the art department: Marc McKee and Sean Cliver. Their wild, boundary-pushing designs have become some of the most beloved and collected graphics in skateboarding history. In 1993, Rocco took this spirit a step further by founding Big Brother magazine. After Transworld refused to run his controversial ads, Rocco created his own publication to showcase the raw, unfiltered side of skateboarding. This move was classic Rocco, who never shied away from pushing against limitations.
By 1996, World Industries decided to introduce three cartoon characters that would become iconic in skateboarding culture: Devilman, Flameboy, and Wet Willy. In the middle of the X-Games era and a skateboarding boom, the timing couldn’t have been better. These characters, rumored to represent elements of the founders, captivated younger skaters and brought World Industries back to record heights. Flameboy and Wet Willy appeared on countless kids’ first skateboards, and the character-themed logo boards sold in unprecedented numbers. Pro models were highly respected, yet the demand for these simple character boards was so high that they were sold at the same price as pro boards, without needing to pay royalties to riders. This boom created a surge for World Industries that saw the brand reach new heights in 1996. Yet, as Flameboy and Wet Willy became more popular, it became increasingly challenging for some pros to remain committed to a brand that centered around cartoons.
By 1998, this tension signaled a shift, and World Industries was sold to Swander Pace Capital, becoming the first skateboarding company to be publicly traded. Following another acquisition, World eventually became part of Dwindle Distribution.
Today, World Industries is operated through a licensing deal by former East Coast pro Anthony Shetler, who seems to have a deep appreciation for the brand’s history. World now continues to release products and videos, keeping the legacy alive while preserving the brand’s rebellious spirit. Rocco and World Industries brought a raw energy to skateboarding that helped transform it into the cultural force it is today.
From creating one of the first skater-owned companies to building an industry around creativity, controversy, and authenticity, Rocco’s legacy lives on through every skater and artist inspired by World Industries’ unforgettable style.
