Is Skateboarding in Trouble?

Skateboarding has come a long way since its early days in the 1970s, and in the past decade, it’s been embraced on a much larger scale. The sport has evolved from an underground, rebellious culture to an Olympic event, and skate parks, once a rarity, now dot the globe. Yet, despite all the mainstream attention and new opportunities, the skateboarding industry seems to be facing some serious financial struggles.

It wasn’t long ago that skateboarding brands were riding high on the success of the Olympics and the growing influence of skate culture. But 2024 was proving to be a challenging year for many companies. Even legendary brands like Lakai, once a cornerstone of skateboarding footwear, have had to deal with financial difficulties, leading to the brand being sold. So, what’s going on? Is skateboarding as popular as it once was? Or are we witnessing the slow demise of an iconic subculture?

The Rise and Fall of Skateboarding’s Popularity

Skateboarding has long been considered a subculture that thrives outside the traditional mainstream, marked by its unique mix of rebelliousness, creativity, and passion. For decades, skate shops, skate brands, and local scenes kept the spirit alive, even as skateboarding evolved into a multimillion-dollar industry. Companies like Vans, Element, and Plan B flourished off the backs of pro skaters who brought flair to the sport and captured hearts with their videos and style.

The turning point came in 2020 when skateboarding was included in the Summer Olympics for the first time. This momentous shift marked a more mainstream acceptance of skateboarding as a legitimate sport, bringing even more attention from major sponsors, global media, and spectators. At the same time, skateboarding became an aspiration for millions of young people looking to tap into the culture’s cool factor.

However, despite the Olympic boost, some of skateboarding’s core brands are now facing hard times. So, what’s happening?

Lakai’s Struggles: A Case Study

Lakai’s financial troubles are emblematic of the broader issues facing the skateboarding industry. Lakai was once a dominant player in the skate shoe market, synonymous with technical performance and top-tier skate talent. But even with endorsements from top pros and a solid reputation in the skate world, the company struggled in recent years. As of 2024, Lakai had to sell off its brand—an unfortunate but not uncommon move within the skate industry.

The reasons for Lakai’s financial woes are tied to several factors. For one, skateboarding has faced some seasonal downturns, with skate sales lagging in the colder months, leaving companies scrambling to make up the difference. Additionally, the overall market for skate gear has become increasingly saturated. Smaller brands are popping up everywhere, creating fierce competition and driving down prices. Skateboarders now have a greater variety of options, but those options are spread thinly across a number of brands, diluting sales and making it harder for any one company to dominate.

So, Is Skateboarding Getting Unpopular?

It’s tough to argue that skateboarding is getting unpopular—but the financial strain on the industry suggests that things are shifting in ways that aren’t as visible from the outside. The truth is, skateboarding’s growth in visibility might have been its double-edged sword. More attention means more opportunities—but it also means more competition and a wider range of distractions.

Skateboarding is now more accessible than ever, with beginner skaters coming in droves due to social media, YouTube tutorials, and even the visibility from Olympic athletes like Nyjah Huston. But despite the sport's appeal, the financial health of the companies that feed into the skateboarding ecosystem is still fragile. Big brands are feeling the pressure to maintain high standards of design and performance, while at the same time trying to reach a broader audience. In many ways, skateboarding has become so commercialized that the spirit of independence and rebellion is harder to capture.

Another factor contributing to the industry’s struggles is the shift in consumer behavior. Skateboarders—like many other consumers—are increasingly gravitating toward online shopping, meaning physical skate shops are becoming less profitable. The overhead of running a brick-and-mortar store, combined with shipping and logistics challenges, has made it harder for local skate shops to survive. Additionally, the economic downturn in various parts of the world has led to skaters tightening their budgets and prioritizing essentials over luxury purchases like new decks or pro model shoes.

What's the Future for Skateboarding Brands?

Even with the challenges, the skateboarding community remains resilient. Skateboarding is in the middle of a transformation, with new, younger skaters driving demand for unique, niche products. Brands that are succeeding in 2025 are the ones that have learned to adapt. They’re integrating technology into their products (such as skateboards with LED lights or tracking devices), partnering with high-fashion brands to reach new, non-skate audiences, and focusing on direct-to-consumer strategies to increase profit margins.

Additionally, skateboarding's inclusion in the Olympics could spark a new wave of interest, especially if skaters continue to perform at the highest level. However, it’s clear that the success of skateboarding is no longer just about pro skaters and big sponsors. It’s about the culture, the people, and the passion that drives skateboarding forward. For smaller, independent brands, finding a niche and staying true to their roots may be the best way to survive.

Conclusion: Skateboarding’s Financial Roller Coaster

So, is skateboarding getting unpopular? Absolutely not. But the financial struggles of companies like Lakai and the shifting dynamics of the skateboarding world highlight a need for adaptation. With fierce competition, changing consumer habits, and an increasingly commercialized landscape, skateboarding is facing tough times—but it is far from being done.

For those who love the sport, it’s important to keep supporting the brands and local skate shops that give skateboarding its soul. The future of skateboarding isn’t necessarily in the hands of big corporations; it’s in the hands of skaters who keep pushing the limits, building community, and keeping the culture alive. Whether it’s through the Olympics or street sessions, the passion for skateboarding is far from gone—it just might look a little different moving forward.