George started to experiment with urethane in a quest to produce a fast and highly responsive wheel. Eventually, he found a urethane that fit the bill perfectly. The urethane wheels came out a white color, so George decided to call them “Bones.”
The name I chose for the wheels, BONES®, was based on the natural bone white color of the MDI materials I was using, and lead to the use of skeletons and bones in our marketing. This turned out to be popular with skaters, and added to our reputation, if not our sales.
As the years went on, we continually improved the rebound, abrasion resistance and hardness range of the wheels, always leading in urethane technology, never following.