Etnies, a brand founded on innovation
Etnies was created due to the lack of shoes designed to withstand the horrors skateboarders put their shoes through. At the time, most skaters wore trainers that were not built for the wear and tear of skateboarding, which led to rapid deterioration. Pierre-André Senizergues, a professional skateboarder from France, saw the opportunity to bridge this gap and created Etnies. His leadership and knowledge of skateboarding footwear helped Etnies become a pioneering force in the skate shoe industry gaining recognition for its innovative approach to skateboarding footwear. In 1987, the company released the first-ever pro model skate shoe, the Natas Kaupas pro model, named after the legendary skateboarder. This was a significant milestone in skate shoe history, as it marked the beginning of skaters having footwear specifically designed for their needs. The brand continued to push innovation, introducing features such as padded collars, reinforced toe caps, and improved grip technology to enhance comfort and durability.
During the 1990s, Etnies expanded its presence in the skateboarding world by signing some of the most influential skateboarders of the era. The brand sponsored riders such as Eric Koston, Sal Barbier, and Ryan Sheckler, among others, helping to solidify its status in skate culture. This period also saw Etnies expanding beyond skateboarding into BMX, snowboarding, and motocross, further increasing its influence.
Throughout the 2000s, Etnies maintained its presence in the skateboarding industry while facing increasing competition from other brands. It continued to release new models and collaborate with professional skateboarders, adapting to changing trends while staying true to its roots. The company also remained committed to skateboarding culture, supporting skate parks, sponsoring events, and maintaining a strong team of professional riders.
By 2011, Etnies continued to innovate by introducing eco-friendly initiatives, including the "Buy a Shoe, Plant a Tree" program, which aimed to offset the environmental impact of shoe production by planting trees with each purchase made. Early commitments to sustainability set Etnies apart from many other skate shoe brands during this time, positioning themselves as one of the first skate shoe companies to consider their impact on the world and how they could improve it.
Partnering with Ryan Sheckler
Etnies' partnership with Ryan Sheckler has been one of the most influential and enduring relationships in skateboarding, significantly benefiting the brand's growth and reputation. Signing Sheckler at just seven years old in 1998, Etnies gained a rising prodigy who would become one of the most recognizable figures in skateboarding. His early contest victories, including his historic X Games gold at 13 and his mainstream exposure through MTV’s Life of Ryan, helped Etnies reach a wider audience while maintaining its core skateboarding credibility. The release of his signature shoe models, such as the Sheckler 1, became best-sellers, boosting sales and further cementing Etnies’ status in the skate footwear market. His loyalty to Etnies throughout decades of industry shifts and growing competition underscored the brand’s authenticity and dedication to skateboarding, proving its ability to support top-tier riders.
Influential skateboard films
The Etnies High 5 video, released in 1995, was a crucial milestone in skateboarding media, solidifying Etnies’ presence in the skateboarding world where skate videos were becoming essential to brand identity. Featuring a stacked team, including legends like Eric Koston and Sal Barbier, the video showcased a mix of raw street skating and technical progression, helping Etnies establish itself as a serious player in the skate footwear industry. Over two decades later, Etnies' Album (2018) marked another defining moment for the brand, serving as its first full-length skate video in years and proving its continued relevance in the modern era. With standout parts from team riders like Chris Joslin and Ryan Sheckler, Album blended high-impact tricks with stylish cinematography, demonstrating that Etnies was still pushing skateboarding forward while honouring its legacy. Both videos played a pivotal role in shaping Etnies' identity, cementing its reputation for supporting top-tier skaters and delivering high-quality skate content that resonated with the core skateboarding community.
To this day, Etnies is still a major player in the skateboarding world, known for its durable and stylish shoes that cater to skateboarders and action sports enthusiasts. With over three decades of history behind it, Etnies has left an indelible mark on skateboarding, shaping the industry with its innovations and commitment to performance and sustainability. With no signs of slowing down any time soon, we will always look forward to what new and exciting products Etnies will bring to the table next!
