Powell Peralta
| Company type | Private |
|---|---|
| Industry | Skateboarding, Sporting goods |
| Founded | 1978 |
| Founder | George Powell, Stacy Peralta |
| Headquarters | Santa Barbara , United States |
Area served | Worldwide |
Key people | George Powell, Stacy Peralta, Steve Caballero |
| Products | Skateboards, skateboard wheels, bearings, skateboarding videos |
| Parent | Powell Corporation (after 1991) |
Powell Peralta is a skateboard manufacturer based in the United States, established in 1978 by George Powell and Stacy Peralta. The brand rose to fame during the 1980s skateboarding boom, particularly through its renowned Bones Brigade team, which featured leading athletes in the sport. After Peralta's exit in 1991, Powell continued to produce skateboard products under various labels such as Powell, Bones Bearings, and RollerBones. Eventually, the original founders collaborated once more to revive classic lines under the name Powell Classic.
Background
George Powell, an engineer who graduated from Stanford University, began assembling skateboards in 1957. Interest surged again in 1974 when his son expressed a desire for a skateboard, motivating Powell to innovate urethane wheels and composite decks made from aluminum combined with fiberglass. Stacy Peralta was among the early riders testing these new designs.
After being laid off from the aerospace sector, Powell moved to Santa Barbara to start his own skateboard production company. In 1976, he developed the Quiksilver ProSlalom deck, which was distributed through Tom Sims, followed by the introduction of the Quicktail model.
Foundation of Powell Peralta
The partnership between Powell and Stacy Peralta was formed in 1978, creating Powell Peralta. Peralta took charge of managing the team and overseeing marketing efforts. The following year, they launched the Bones Brigade skateboarding squad, which became central to their business approach.
Members
The Bones Brigade was a highly influential skateboarding team affiliated with Powell Peralta and later with Powell itself. Notable riders included:
- Ray "Bones" Rodriguez
- Steve Saiz
- Ray Barbee
- Steve Caballero
- Alan Gelfand
- Tommy Guerrero
- Nicky Guerrero
- Kevin Harris
- Tony Hawk
- Brandon Novak
- Bucky Lasek
- Andy Macdonald
- Guy Mariano
- Cameron Martin
- Mike McGill
- Colin McKay
- Lance Mountain
- Rodney Mullen
- David "Q" Occhiuzzo
- Steve Rocco
- Chris Senn
- Jim Thiebaud
- Mike Vallely
- Danny Way
- Frankie Hill
- Per Welinder
- Ray Underhill
- Steve Steadham
- Jason Ellis
Filmography
Beginning in 1982, Powell Peralta released a series of influential Bones Brigade skateboarding videos that significantly boosted their brand recognition and market presence:
- The Bones Brigade Video Show (1984)
- Future Primitive (1985)
- The Search for Animal Chin (1987)
- Public Domain (1988)
- Axe Rated (1988)
- Ban This (1989)
- Propaganda (1990)
- Eight (1991)
- Celebrity Tropical Fish (1991)
Downturn and formation of Powell Corporation
During the late 1980s, new competitors such as World Industries began to capture market share from Powell Peralta as many riders moved on to these emerging companies. After Stacy Peralta left in 1991, the company transitioned into what became known as Powell Corporation.
Film Credits as Powell
- Hot Batch (1992)
- Chaos (1992)
- Play (1993)
- Suburban Diners (1994)
- Scenic Drive (1995)
- Strip Mall Heroes (1998)
- Magic (1999)
- Bones Bearings Class of 2000 (1999)
- FUN (2009)
Bones Bearings
The Bones line specializes in skateboard wheels and bearings, sustaining Powell's range of skateboard hardware products.
Brand Revival
Powell Peralta reintroduced its legacy through the Powell Classic label, reissuing signature pro models from prominent skaters such as Steve Caballero and Mike Vallely. In 2010, Powell Skateboards merged with Powell Classic under the unified Powell-Peralta brand, with Steve Caballero continuing as an active professional rider.
In 2011, artist VCJ rejoined to provide fresh artwork, contributing to the brand’s resurgence efforts.
Appearances in Popular Culture
Powell-Peralta Skateboards has been featured across multiple films and media platforms, strengthening its brand visibility and cultural impact:
- The 1992 movie Encino Man includes a Lance Mountain Family skateboard deck along with a prominently displayed Powell-Peralta poster, underscoring the brand’s cultural footprint.
- The 1989 film Gleaming The Cube, starring Christian Slater and featuring Tony Hawk in a cameo, showcases Powell-Peralta designs on skate decals while the protagonist sports branded apparel, demonstrating product placement.
- The Bones Brigade team performed a skateboarding segment in Police Academy 4: Citizens on Patrol (1987), further associating the company with professional skateboarding culture.
- References to Bones Brigade appear in music such as the 2009 song "Skate or Die" by Teenage Bottlerocket and the 2005 track "Hornets! Hornets!" by the Hold Steady, highlighting the brand’s lasting influence among youth subcultures.
Moreover, the Chilean hip-hop dance pair known as "Power Peralta" may have been inspired by the Powell-Peralta name, illustrating its international cultural resonance.