Executive Suite: Tony Hawk leaps to top of financial empire
VISTA, Calif. -- Skateboarding legend Tony Hawk moves with the power and grace of a jungle cat. As heavy metal rock blasts in an industrial office building here, he swoops down a steep, two-story-high skateboarding ramp that would spook most people.
Other skateboarders hanging with Hawk whoop at his high-flying moves. For two decades, Hawk dominated the ESPN X Games and other competitions. Now 40, he's retired from competing.
But the tall, lean Hawk can still bring it during extreme sports shows around the world — or in these daily afternoon practices with his pals, who also are top skateboarders. They say Hawk nails tricks in 10 to 15 minutes that take them days to master.
"I put a lot of pressure on myself," Hawk says recently at his corporate offices here. "I always try to perform at my best."
Hawk, like Tiger Woods and Michael Jordan, belongs to that rare breed of athlete-entrepreneurs whose names and brands have transcended their sports and become mainstream icons in the popular culture.
Hawk's moves come as his name recognition among young consumers ranks No. 1 of all U.S. athletes, surpassing NBA basketball greats Shaquille O'Neal and LeBron James, according to Research International USA's TRU.
"It's not uncommon today for skaters and snowboarders to rank higher in recognition than top basketball, baseball and football players," says Senior Vice President Kathleen Gasperiniat the Label Networks market research firm.
Hawk is poised to take advantage of the U.S. and global markets for skateboarding, snowboarding and surfing, which are merging into one large "active sports" market popular among suburban and urban consumers.
Among Hawk's recent and ongoing business endeavors:
It's the "Tony Hawk Innovation Plan," says Activision Senior Vice President Will Kassoy, who won't disclose details yet.
•Amusement parks. In a big entertainment deal with Six Flags, giant roller coasters called "Tony Hawk's Big Spin" — simulating aerial skateboarding tricks at 40 miles per hour — are opening at Six Flags amusement parks around the USA.
