The action sports industry—built on creativity, culture, and countercultural rebellion—has faced significant turmoil in recent years. Once dominated by independent brands that thrived on authenticity, the industry has seen a wave of corporate buyouts, layoffs, and shifting priorities that have left many artists and designers behind.
The Corporate Takeover of Action Sports
For decades, action sports brands like Volcom, DC Shoes, and Quiksilver were driven by passionate skaters, surfers, and snowboarders. These companies weren’t just selling products; they were selling a lifestyle. But as private equity firms and large corporations moved in, the focus shifted from culture to profit margins.
Brands that were once built on the backs of independent designers and underground movements became cogs in a corporate machine. Companies that once prioritized high-quality gear and innovative design now chase fast fashion trends, cutting corners in manufacturing and slashing creative budgets.
Layoffs and the Loss of Creativity
With corporate buyouts often come massive layoffs. Over the past few years, some of the biggest names in action sports have downsized, cutting veteran designers, artists, and team riders who shaped the industry.
- Quiksilver and Billabong Merger (2018-2023): Under Boardriders, Inc., both brands lost their core identity. When Authentic Brands Group (ABG) acquired Boardriders in 2023, further restructuring led to mass layoffs.
- Vans (2023): A company that once thrived on creative collaborations slashed jobs and pulled back on grassroots marketing, disappointing longtime fans.
- Nike SB and Adidas Skateboarding: While still producing skate shoes, both brands have scaled back their involvement in skate culture, dropping team riders and reducing sponsorships.
The action sports industry continues to face significant challenges, underscored by the recent Chapter 11 bankruptcy filing of Liberated Brands on February 3, 2025. This development highlights the ongoing volatility within the sector and underscores the importance of supporting the artists and creators who are integral to its culture.
Liberated Brands, known for managing iconic labels such as Volcom, Billabong, and Quiksilver, has announced plans to close over 120 stores across the U.S. and Canada. The company cited a combination of factors for its financial difficulties, including increased operating expenses, challenges in integrating acquired brands, and a significant decline in consumer demand post-COVID-19. Additionally, the rapid shift towards fast fashion has adversely affected traditional action sports brands.
This bankruptcy filing is a stark reminder of the ongoing struggles within the action sports industry. As corporations prioritize profit margins, the unique artistry and cultural significance that once defined these brands are at risk of being overshadowed. Layoffs and restructuring often lead to the departure of the very artists and designers who infuse these products with authenticity and passion.
Supporting independent artists and brands is more crucial than ever. By choosing to purchase from companies that prioritize creativity and cultural integrity, consumers can help preserve the essence of action sports culture. This support ensures that the industry remains vibrant and true to its roots, celebrating the artists who bring these products to life.
The recent developments with Liberated Brands serve as a poignant reminder of the industry's current state. As consumers, our choices have a profound impact on the future of action sports culture. By supporting the artists and independent brands that uphold the industry's core values, we can contribute to a more sustainable and authentic future.
Why This Matters
When corporations gut action sports brands, the industry loses its soul. The artists and designers behind the graphics, apparel, and shoes that define skate, surf, and snow culture often go uncredited and underpaid—if they’re kept on at all. The result? Bland, uninspired designs that lack the rebellious spirit that made action sports cool in the first place.
Supporting independent artists and brands keeps the culture alive. These are the creatives who push boundaries, create meaningful graphics, and ensure that action sports apparel isn’t just another commodity—it’s wearable art.
How You Can Support Independent Artists
Instead of funneling money into mass-produced corporate designs, consider supporting brands that put artists first. Here’s how:
- Buy from independent action sports brands that are still owned and operated by skaters, surfers, and riders.
- Support artist collaborations—many designers now release limited-edition drops outside of the major brands.
- Follow and promote independent creators who are bringing raw, authentic energy back to action sports culture.
- Ask questions before you buy—who designed this? Where was it made? Is this supporting the culture or just exploiting it?
The action sports industry is at a crossroads. Consumers have the power to dictate the future. Will it be another corporate cash grab, or will we reclaim the rebellious, artistic spirit that made skate, surf, and snow culture legendary? The choice is yours.
