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DC Shoes is an American company that specializes in footwear for action sports, including skateboarding and snowboarding. The company also manufactures apparel, bags, accessories, hats, shirts, and posters.[1]

History

The company was founded in June 1994 by Damon Way and Ken Block,[2] it was originally based in Carlsbad, CA, but is now based in Huntington Beach, California, United States (US).[3] DC originally stood for "Droors Clothing", but since the sale of Droors Clothing (which is now defunct), DC no longer has ties to Droors and is simply DC Shoes, Inc.[2]

On March 8, 2004, DC Shoes was acquired by Quiksilver in an US$87 million transaction.[4][5] In 2010, DC Shoes moved from Vista, California, to Quiksilver's headquarters in Huntington Beach.[6] The Huntington Beach location is closed down . A video entitled Skateboarding Is Forever was released online in 2010 and featured parts from the amateur DC skateboard team at the time: Marquise Henry, Matt Miller, Wes Kremer, Evan Smith, and Greg Myers. Apart from Myers and Henry, all of the skateboarders from the video remain sponsored by the company in 2013, and have since attained professional status (Myers was arrested following a carjacking incident in October 2012[7]).[8][9]

In 2011, the brand underwent a rejuvenation process that included the design of a new flag logo.[10] As part of this process, new skateboard team announcements were progressively made and a series of advertisements, under the direction of new team member Steve Berra, were released online.[11] The other new team announcements were Mikey Taylor, Mike Mo Capaldi, Nyjah Huston, Chris Cole, and Davis Torgerson.[12][13] Felipe Gustavo was introduced at a later stage.[8][14]

A further progression of the brand relaunch was the "Rediscover" campaign that commenced in December 2011, following the addition of Capaldi and Huston to the skateboard team. The campaign is entitled "Rediscover DC" and the launch signified the first time that the entire DC team had been brought together in nearly a decade.[12][13][15]

The first individual installment of the campaign was entitled "Rediscover Technology" and featured Chris Cole's signature shoe.[16] The subsequent instalments are as follows:

  • Rediscover the Road: Mike Mo (March 2012)[17]
  • Rediscover Oz: Team (March 2012)[18]
  • Rediscover Dreams: Danny Way (April 2012)[19]
  • Rediscover Opportunity: Matt Miller (May 2012)[20]
  • Rediscover Heritage: Josh Kalis (June 2012)[21]
  • Rediscover Mikey Taylor: Mikey Taylor (July 2012)[22]
  • Rediscover Home: Felipe Gustavo (September 2012)[14]
  • Rediscover Youth: DC Youth Division (October 2012)[23]

Following the brand relaunch, Taylor was the first new team member to release a signature model, as well as a corresponding full video part,[22] both of which were launched in July 2012.[24] As of August 2012, the DC company had entered the women's market and the "Women's Fall 12 Collection" consisted of footwear, apparel, accessories, soft goods, and accessories.[25]

In the first half of 2013, the promotion of new team members continued as Capaldi ("Mike Mo S"),[26][27] Kremer ("Wes Kremer Pro"),[9][28] and Huston released signature shoe models. On the final night of May 2013, a launch event was held at the Roosevelt Hotel in Los Angeles, California, U.S. for the first signature model skate shoe of Huston's career, with Pete Rock in the role of DJ. The model is named the "Nyjah Huston Signature Shoe" and the promotional advertisement features Huston executing a trick at set of stairs at Hollywood High School in Los Angeles, U.S.[29]

Cyril Jackson, accompanied by the "Baker Council S" shoe model, was introduced as a new amateur team member in mid-August 2013.[30]

Miller's first professional shoe model with the brand was announced on October 6, 2014. Titled the "Matt Miller S," the shoe was released after Miller had been sponsored by DC Shoes for six years.[31] The company's skate team embarked on the "Defy Convention Asia" tour at the start of November 2014.[32]

Tristan Funkhouser and Bobby De Keyzer were added to the global skateboarding team amateur squad on December 19, 2014, through the release of a YouTube welcome video that is just under 10 minutes in duration. The company described both additions as "unique" in the promotional blurb for the "Defunkt" video.[33]

Skateboarding team

Global professionals

Global amateurs

Regional teams

Similar to other larger brands, such as Nike, Inc.[35][36] and adidas,[37][38][39] DC sponsors regional teams in addition to its global team. Initially, national teams, such as the DC Shoes China team,[40] DC Shoes Spain team,[41][42] DC Shoes Norway,[43] and DC Shoes Australia were formed,[44][45][46] but in 2013 the various skate teams seem to have been merged and united under regional titles. However, as of July 2013,[47] DC Shoes Canada has not been officially disbanded and the team consists of Morgan Smith, Josh Clark, Sascha Daley, Micky Papa, Paul Trep, Will Marshall, Mitch Barrette, Bobby Dekyzer, and Chad Dickson.[48] Additionally, as of September 2013, a UK "National" team exists, and consists of Conhuir Lynn, Dave Snaddon, Sean Smith, Dylan Hughes, and Nicky Howells.[49]

As of September 2013, the DC Shoes Europe team consists of Madars Apse, Josef Skott Jatta, Thaynan Costa, Michael Sommer, Javier Paredes, Bruno Aballay, Antony Lopez, Ruben Garcia, and Manuel Margreiter.[50][51] In late 2012, an Asia Pacific (DC APAC) team superseded the Australian team and will presumably incorporate skateboarders from the Chinese team, as well as other parts of the Asia-Pacific region. Tommy Fynn was introduced as the first member of DC's APAC skate team,[52] followed by fellow Australian Jake Hayes, whose welcome video part was published on the Internet in April 2013.[53]

As of November 1, 2014, the regional teams were no longer listed on the company's websites.

Snow team

Global professionals

  • Devun Walsh
  • Torstein Horgmo
  • Iikka Backstrom
  • Dario "The Cousin" Pelo
  • Lauri Heiskari
  • Travis Rice
  • Ryan Tiene[54]

Moto team

Professional

Amateur

  • Carson Mumford
  • Chase Bell[55]

National professionals

  • Tyler Bereman
  • Chris Plouffe
  • Mitch Alcorn[55]

See also

References

  1. DC (2012). SHOP. DC. DC SHOES, INC. Retrieved on 20 August 2012
  2. 2.0 2.1 About Us. DC Shoes, Inc (2013). Retrieved on 14 July 2014
  3. Fast Company (12 June 2003). Putting Your Best Foot Forward. Fast Company. Mansueto Ventures LLC. Retrieved on 18 August 2012
  4. Quiksilver, Form 8-K, Current Report, Filing Date Mar 10, 2004. secdatabase.com. Retrieved on Apr 1, 2013
  5. Conor Dougherty (9 March 2004). "DC Shoes OKs $87,000,000 offer from Quiksilver". The Union–Tribune. http://www.signonsandiego.com/uniontrib/20040309/news_1b9dcshoes.html. Retrieved 18 August 2012. 
  6. Hamanaka, Kari (June 6, 2011). "Big Apparel Makers Post 5% Increase in Local Jobs". Orange County Business Journal 34 (23): 31. 
  7. TWS (29 October 2012). GREG MYERS, CARJACKING ARREST. TransWorld SKATEboarding. Bonnier Corporation. Retrieved on 10 April 2013
  8. 8.0 8.1 8.2 Masa (22 March 2013). DC SHOES – "THE EVAN SMITH EXPERIENCE" | VIDEO. freshness. Complex Media. Retrieved on 23 March 2013
  9. 9.0 9.1 9.2 TWS (8 April 2013). YES ON WES—LEGALIZE THE WES KREMER PRO!. TransWorld SKATEboarding. Bonnier Corporation. Retrieved on 10 April 2013
  10. Templeton Elliot (6 May 2011). New DC Skate Logo. The Skateboard Mag. Strictly Skateboarding. Retrieved on 21 September 2012
  11. Commercials. Michael Poore. Michael Poore (2011). Retrieved on 21 September 2012
  12. 12.0 12.1 DCshoesFILM (31 December 2011). DC SHOES: REDISCOVER DC - TEAM 2012. YouTube. Google, Inc. Retrieved on 24 September 2012
  13. 13.0 13.1 Editor (2 January 2012). DC LAUNCHES NEW YEAR WITH NEW SKATE TEAM. BNQT.com. BNQT Media Group / USA Today Sports. Retrieved on 10 April 2013
  14. 14.0 14.1 DCshoesFilm (17 September 2012). DC SHOES: REDISCOVER HOME - FELIPE GUSTAVO - PART 1 (Video upload). YoiTube. Google, Inc. Retrieved on 29 October 2012
  15. Amy Sciarretto (3 January 2012). DC Shoes Launches Rediscover DC Campaign. Artist Direct. Rogue Digital, LLC. Retrieved on 29 October 2012
  16. DCshoesFilm (6 February 2012). DC SHOES: REDISCOVER TECHNOLOGY - CHRIS COLE LITE S (Video upload). YouTube. Google, Inc. Retrieved on 29 October 2012
  17. DCshoesFilm (5 March 2012). DC SHOES: REDISCOVER THE ROAD -- MIKE MO (Video upload). YouTube. Google, Inc. Retrieved on 29 October 2012
  18. DCshoesFilm (12 March 2012). DC SHOES: REDISCOVER OZ -- OZSOME DEMO EDIT (Video upload). YouTube. Google, Inc. Retrieved on 29 October 2012
  19. DCshoesFilm (11 April 2012). DC SHOES: REDISCOVER DREAMS -- DANNY WAY (Video upload). YouTube. Google, Inc. Retrieved on 29 October 2012
  20. DCshoesFilm (7 May 2012). DC SHOES: REDISCOVER OPPORTUNITY -- MATT MILLER (Video upload). YouTube. Google, Inc. Retrieved on 29 October 2012
  21. DCshoesFilm (8 June 2012). DC SHOES: REDISCOVER HERITAGE -- CENTRIC S KALIS (Video upload). YouTube. Google, Inc. Retrieved on 29 October 2012
  22. 22.0 22.1 DCshoesFilm (22 July 2012). DC SHOES: REDISCOVER MIKEY TAYLOR (Video upload). YouTube. Google, Inc. Retrieved on 29 October 2012
  23. DCshoesFilm (15 October 2012). DC SHOES: REDISCOVER YOUTH (Video upload). YouTube. Google, Inc. Retrieved on 29 October 2012
  24. Aaron Smith (23 July 2012). DC SHOES: REDISCOVER MIKEY TAYLOR. Skateboarder Magazine. GrindMedia, LLC. Retrieved on 10 April 2013
  25. DC (2012). Women's. DC. DC SHOES INC. Retrieved on 20 August 2012
  26. David Read (15 January 2013). DC SHOES: MIKE MO SIGNATURE SHOE. Manual Magazine. First Floor Publishing Ltd. Retrieved on 10 April 2013
  27. DC MIKE MO S REVIEW. Ripped Laces. Ripped Laces shoes reviews (6 March 2013). Retrieved on 10 April 2013
  28. DCshoesFILM (7 April 2013). DC SHOES: YES ON WES - LEGALIZE THE WES KREMER PRO! (Video upload). YouTube. Google, Inc. Retrieved on 10 April 2013
  29. DCshoesFILM (31 May 2013). DC SHOES: NYJAH HUSTON SIGNATURE SHOE - WITH IMPACT G TECHNOLOGY (Video upload). YouTube. Google, Inc. Retrieved on 3 June 2013
  30. 30.0 30.1 30.2 30.3 TWS (19 August 2013). DC SHOES CYRIL JACKSON & THE BAKER COUNCIL S. TransWorld Skateboarding. GrindMedia. Retrieved on 19 August 2013
  31. DC Shoes Releases First Matt Miller Pro Shoe. TEN (6 October 2014). Retrieved on 14 October 2014
  32. 2 days ago. Instagram (1 November 2014). Retrieved on 3 November 2014
  33. 33.0 33.1 DC SHOES: DEFUNKT INTRODUCING TRISTAN FUNKHOUSER & BOBBY DE KEYZER (Video upload). Google Inc (19 December 2014). Retrieved on 20 December 2014
  34. 34.0 34.1 The Team. DC Shoes. Retrieved on September 28, 2014
  35. NIKE FAWKNER CLIP. Modus. FiveFoot4 (12 August 2011). Retrieved on 21 October 2012
  36. Morgan Campbell (11 December 2012). The Swoosh At The Dome. Skateboarding Australia Blog. Skateboarding Australia. Retrieved on 14 December 2012
  37. DaltonRogers1 (9 October 2010). Adidas Skateboarding - Australian Team (Video upload). YouTube. Google, Inc. Retrieved on 16 January 2013
  38. adidasSkateboarding (11 June 2012). adidas Skateboarding Sweden Team (Video upload). YouTube. Google, Inc. Retrieved on 16 January 2013
  39. adidasSkateboarding (3 December 2012). adidas Skateboarding International Team (Video upload). YouTube. Google, Inc. Retrieved on 16 January 2013
  40. Zhao Power (12 November 2012). Brian Peacock - Welcome to DC Shoes (Video upload). YouTube. Google, Inc. Retrieved on 16 January 2013
  41. madeinozcustom (2 January 2013). MANOLO ROBLES (Video upload). YouTube. Google, Inc. Retrieved on 16 January 2013
  42. cuscoide (29 April 2007). #1 - DC Shoes Spain in Portugal (Video upload). YouTube. Google, Inc. Retrieved on 16 January 2013
  43. About. DC Shoes Norway on Facebook. Facebook (1994). Retrieved on 23 January 2013
  44. DC WELCOMES TOMMY FYNN. SLAM Skateboarding Magazine. SLAM Skateboarding Magazine (July 2012). Retrieved on 23 January 2013
  45. Morgan Campbell (13 December 2012). Tommy Fynn DC Part. Skateboarding Australia Blog. Skateboarding Australia. Retrieved on 23 January 2013
  46. DCShoesAustralia (12 July 2012). DC Australia: Episode 1 - Skate Team Montage (Video upload). YouTube. Google, Inc. Retrieved on 23 January 2013
  47. DC Canada (July 2013). AZ/DC (Video upload). DC Canada on Vimeo. Vimeo LLC. Retrieved on 16 September 2013
  48. DC Canada (17 September 2013). DC Canada. DC Canada on Vimeo. Vimeo LLC. Retrieved on 16 September 2013
  49. Skate - Team - National. DC Shoes UK. DC Shoes, Inc (September 2013). Retrieved on 23 September 2013
  50. DCShoesFilmEurope (12 September 2013). DC Shoes Europe - Russia Skate Trip (Video upload). YouTube. Google, Inc. Retrieved on 16 September 2013
  51. Skate - Team Europe. DC Shoes Europe. DC Shoes, Inc (17 September 2013). Retrieved on 16 September 2013
  52. DCShoesAustralia (12 December 2012). DC APAC - Welcome Tommy Fynn (Video upload). YouTube. Google, Inc. Retrieved on 23 January 2013
  53. Templeton Elliot (12 April 2013). Jake Hayes for DC Australia (Video upload). The Skateboard Mag. Strictly Skateboarding. Retrieved on 13 April 2013
  54. Snow – The Team. DC Shoes. DC Shoes, Inc (April 2013). Retrieved on 10 April 2013
  55. 55.0 55.1 55.2 Moto – The Team – Pros. DC Shoes. DC Shoes, Inc (April 2013). Retrieved on 10 April 2013

External links

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