In-Depth Look at Skateboard Manufacturers and Brands
Intro
Skateboarding isn’t just a sport; it’s a culture that transcends generations, drawing in enthusiasts from every corner of the globe. For many, the journey starts with understanding the tools of the trade—the skateboard itself. This comprehensive overview delves into the world of skateboard manufacturers, exploring the brands that have shaped the industry and contributed to its evolution. With countless options available to skateboarders of all skill levels, it’s essential to know not only who the key players are but why they matter.
As we navigate this landscape, we’ll uncover stories behind both established giants and rising stars in the industry. Understanding the history and unique contributions of these manufacturers can enhance your riding experience, allowing you to make informed choices when selecting your gear. Whether you’re just starting or you’ve been shredding for years, this guide aims to enrich your skateboarding journey.
Let’s roll right into things, starting with some fundamental aspects of skateboarding that every enthusiast should know.
Skateboarding Tricks
Skateboarding tricks form the fabric of the sport, allowing riders to express themselves creatively while mastering their skills. Learning tricks not only enhances one’s technique but also builds confidence on the board. In this section, we’ll break down the various categories of skateboarding tricks.
Beginner Tricks
For those just starting their skateboarding journey, mastering basic tricks is vital. Here are a few essential tricks to get rolling:
- Ollie: The foundation of many tricks. A rider leaps into the air while lifting the board.
- Shuvit: The board spins 180 degrees beneath the rider’s feet while staying in control.
- Kickflip: The rider flips the board using their front foot while jumping into the air.
These tricks not only build skills but foster a sense of accomplishment for riders as they progress.
Advanced Tricks
Once beginners gain confidence, they often want to tackle more complex moves. Here are a few advanced tricks that can set skilled skaters apart:
- 360 Flip: A combination of a kickflip and a shuvit, challenging the rider’s coordination.
- Heelflip: Similar to a kickflip, but initiated with the heel instead of the toes.
- Blunt Slide: A trick where the rider slides along an edge with the tail of the board hanging off the obstacle.
Playing around with these tricks requires practice, patience, and often, a fair amount of falls before landing them right.
Gear and Equipment
Choosing the right skateboard gear can make all the difference in performance and safety. Skateboards come in various shapes and sizes, tailored to different styles and preferences.
Skateboard Types
Understanding the types of skateboards available is crucial for any rider:
- Street Skateboards: Designed for tricks and stunts, typically smaller and lighter.
- Cruiser Skateboards: Ideal for smooth rides around town, these boards have a wider deck and softer wheels.
- Longboards: Built for stability and speed, perfect for downhill riding or commuting.
Each type serves its own purpose, making it important for skaters to consider their needs and intentions.
Protective Gear
Safety cannot be overstated in skateboarding. The right protective gear can safeguard against injuries:
- Helmet: A must-have for all riders, protecting the head during falls.
- Wrist Guards: Provide cushioning for the wrists, which often take the brunt of a fall.
- Knee and Elbow Pads: Essential for cushioning joints in case of an accident.
When hitting the skatepark or cruising the streets, these protective items can make a world of difference.
"Skateboarding is about freedom and expression, both of which are amplified by the right gear and the right tricks."
As we continue exploring skateboard manufacturers, we’ll dive deeper into how specific brands embody these principles and stand out in the bustling skateboarding scene.
Understanding Skateboard Manufacturing
Skateboarding has evolved from a simple pastime to a widely recognized global phenomenon. Understanding skateboard manufacturing is essential because it informs enthusiasts about the origin and quality of the gear they use. Different manufacturers offer unique designs and innovations, influencing not just the performance of the skateboard but also the culture surrounding it.
Skateboard manufacturing encompasses various aspects, such as the materials used, construction methods, and design evolution. A sound grasp of these elements provides a clearer perspective on why certain boards excel in street skating, while others are better for vert or cruising. This knowledge ultimately helps riders make informed choices, enhancing their overall skateboarding experience.
The Evolution of Skateboard Design
The design of skateboards has come a long way since their inception in the 1950s. Early skateboards were little more than wooden planks with roller skate wheels attached. As the sport evolved, so did the need for better designs tailored to different styles of skating. The introduction of wider decks, more resilient materials, and various shapes have allowed for greater versatility. Manufacturers like Santa Cruz and Element were key players in this transformation, popularizing innovative deck shapes and graphics that appeal to a broader audience.
From the classic popsicle shape suitable for technical tricks to more modern, wider boards for stability, every design choice plays a significant role in how skaters interact with the board. Even the graphics on decks can become iconic, reflecting cultural influences and personal identity.
Materials and Technologies Used
Wood Types
When it comes to skateboards, wood types are paramount. Most traditional boards are made from maple, specifically hard rock maple, which impart strength and durability. This choice of wood is a favorite because it can handle the wear and tear of street skating while providing flexibility for tricks. The unique feature of maple is its natural resilience—this wood can absorb shocks effectively, making it a go-to for riders who need a dependable board.
However, there are alternatives like bamboo or plywood. Bamboo, for instance, is light and offers a different flex pattern, appealing to those who prefer light, nimble decks. While maple provides durability, bamboo can deliver an eco-friendly option. Each wood type comes with its advantages and disadvantages, so understanding their properties is crucial for skaters looking for a specific riding experience.
Deck Construction Techniques
Deck construction techniques greatly influence a skateboard's performance. Most boards nowadays use a method called cold-pressing, where layers of wood are glued together and pressed under pressure to create a strong bond. This technique ensures that the deck is not only robust but also maintains the right amount of flexibility needed for tricks and landings.
Another technique is adding a veneer layer for extra aesthetics or functional grip. This comes in handy as it allows for customization in designs and enhances grip, thus influencing a rider's control. While traditional cold-pressed boards are popular, alternative methods like fiberglass layering or carbon fiber integration provide unique properties like weight reduction and added strength, albeit at a higher cost.
Wheel Composition
The composition of skateboard wheels significantly affects ride quality and performance. Most wheels are made from urethane, known for its grip and resilience. Urethane wheels come in various durometers, which refers to hardness; softer wheels offer better grip at lower speeds, while harder wheels excel at higher speeds on smooth surfaces. This characteristic is beneficial for skaters who want to fine-tune their setup for specific terrains, whether it's cruising on the street or competing at a skatepark.
In recent years, companies have begun experimenting with hybrid materials, incorporating additives to enhance durability while reducing friction. These innovations cater to riders who are serious about their craft, looking for the best possible experience on various surfaces. However, despite advancements, urethane remains the gold standard in wheel composition, combining performance and versatility in a single package.
"Understanding material choices can significantly change how one's skateboard rides, influencing every trick and turn on the street or skatepark."
In summary, the depth of knowledge about skateboard manufacturing and design is not just valuable for manufacturing companies, but also for the skaters who invest in their gear. Each element from the materials to the techniques used plays a vital role in shaping a skateboard's performance.
The Market Landscape
The skateboarding industry has blossomed extensively, and understanding its market landscape is crucial for enthusiasts and players alike. The sector's dynamics, from established giants to emerging players, reflect a vibrant culture that continues to adapt and thrive.
Understanding the landscape helps consumers make informed decisions that align with their riding style and personal values. In essence, it’s about knowing who’s who and what they bring to the table—be it historical acumen or innovative flair.
Major Players in the Industry
The world of skateboarding is undoubtedly influenced by major players who’ve carved out their spots in the market. These brands don’t just manufacture skateboard gear; they shape the culture and community around skateboarding.
Historical Dominance
Brands like Element Skateboards and Santa Cruz have been around for decades. Their historical dominance lies in their ability to adapt to changing trends while retaining a loyal customer base. These companies paved the way for modern skateboarding culture, making them indispensable in conversations about the skateboarding scene.
Their long-standing presence allows them to offer a wealth of experience and a deep understanding of skateboarder needs. A standout feature of these brands is their commitment to quality craftsmanship and durability, factors that have solidified their reputation over time. While the longevity of their products makes them attractive to customers, there may be an overreliance on established styles that can stifle innovation in some ways.
"Understanding historical dominance in the skateboard market provides a lens through which to appreciate the evolution of design and culture, illustrating how foundational brands influence newcomers and trends."
Current Market Leaders
Today, the current market leaders include names like Nike SB and Powell Peralta, who’ve shifted focus to embrace contemporary styles while integrating advanced materials technology. Their resilience brings an adaptive nature to skateboarding, revealing insights that help them maintain leadership in a competitive market.
The hallmark of current market leaders is their ability to capitalize on new trends while fostering community engagement. As they amplify their marketing strategies to resonate with younger audiences, they often juggle the risks of being perceived as corporate versus remaining authentic. Their unique offerings often include collaborations with influential skaters and pop culture figures, creating limited-edition products that drive excitement and exclusivity.
Emerging Brands and Trends
As the skateboard scene continues to flourish, so does the rise of fresh brands carving out their niche. These emerging companies disrupt traditional norms, unearthing various avenues for progression in the skateboarding experience.
Innovation and Sustainability
There's a growing emphasis on innovation and sustainability within skateboarding. Companies like Bamboo Skateboards focus on eco-friendly production by utilizing bamboo wood—a sustainable resource known for its versatility and strength. This represents a shift in consumer preferences towards products that don’t just perform well but also reduce environmental impact.
The innovative approach to material selection helps foster brand differentiation in a crowded market. By emphasizing ecological responsibility while maintaining performance, these brands gain trust and loyalty from today’s environmentally-conscious skateboarder. However, the challenge remains in balancing sustainability with cost-effectiveness without compromising on quality.
Niche Market Focus
Furthermore, niche markets have sprung up in recent years, targeting specific riding styles or communities, such as female skaters or street skaters. Brands that focus on women’s skateboarding gear, for example, address a significant gap that was long overlooked in the market. This attention to niche focus not only encourages diversity but also inspires new skaters to give the sport a try.
Still, while focusing on niches can be beneficial, these brands must navigate the fine line of attracting interest without alienating broader audiences, which can potentially limit their growth. Creating products that cater to specific styles or demographic preferences can foster a deeper connection, enabling niche brands to resonate profoundly with their target audiences.
Detailed List of Skateboard Manufacturers
Understanding the diverse landscape of skateboard manufacturers is crucial for anyone immersed in the skateboarding community. This section highlights established and emerging brands, illuminating their unique characteristics and offerings. The insights gained from this exploration assist skateboarders, coaches, and retailers in making informed decisions about their gear. Each brand mentioned holds significance not only for their product lines but also in how they shape skateboarding culture.
Established Brands
Element Skateboards
Element Skateboards has carved out a niche as a leading brand in the skateboarding scene. Known for their high-quality decks and commitment to environmental sustainability, Element emphasizes eco-friendly practices in manufacturing. The use of sustainable materials reflects a broader trend within the industry towards responsible consumption. A key characteristic of Element is their involvement in community initiatives, which strengthens their brand loyalty among riders. Their decks are slightly heavier than most, which offers better stability for various tricks. This can be a beneficial option for skaters looking for durability but might not be ideal for those who prefer lighter setups.
Bamboo Skateboards
Bamboo Skateboards stands out for its innovative use of bamboo in deck construction. This material is not only renewable but also boasts a unique flex that can enhance performance. Skaters appreciate the responsiveness and the smooth ride that bamboo decks provide. A notable feature is their lightweight design, making it easier for tricks and maneuvers. The eco-conscious brand appeals to riders who prioritize sustainability, although some may find bamboo decks less durable compared to traditional maple wood. Nonetheless, the overall experience can be quite satisfying for riders focused on lessening their environmental impact.
Santa Cruz Skateboards
Santa Cruz Skateboards has a storied history dating back to the 1970s, making it one of the most recognizable brands in skateboard culture. Their graphics are iconic, often reflecting vibrant and artistic designs that resonate with a wide audience. A crucial aspect of Santa Cruz is their longstanding reputation for creating durable and high-performance boards, suitable for both street and vert styles. Skaters often favor their boards for their reliability and aesthetics. However, the prices can be on the higher side, which may deter novice skaters seeking more affordable options.
Up-and-Coming Brands
Anti-Hero
Anti-Hero Skateboards offers a fresh perspective in the skateboard world with its raw, unrefined aesthetic. Known for their rebellious brand identity, Anti-Hero has garnered a loyal following. Their boards feature unique artwork that often tells a story, making each design stand out. A defining feature is the focus on durability and performance, particularly in street skating. This focus effectively caters to skateboarders who push their limits. However, their niche appeal may not resonate with everyone, as defined styles aren't always everyone's cup of tea.
Girl Skateboards
Girl Skateboards is recognized for fostering a strong sense of community among skaters, often emphasizing diversity in their marketing and team roster. Their boards are designed to cater to a variety of styles, promoting versatility for riders at different skill levels. The brand's emphasis on inclusivity helps broaden its appeal, making it a vital player in the modern skateboard market. The downside might be that their boards, while excellent in performance, might carry a higher price tag, which could be a deterrent for some skaters just starting out.
"Diversity in offerings isn’t just a trend, it’s become a necessary aspect of remaining relevant in today’s skateboarding culture."
Comparative Analysis of Top Manufacturers
Analyzing skateboard manufacturers is crucial to understanding the variety and depth this industry presents. A comparative look lets enthusiasts and buyers discern what each brand brings to the table, be it craftsmanship, innovation, or community ties. Such knowledge aids not only in making informed purchasing decisions but also in appreciating the subtleties that set different brands apart.
Brand Reputation and Community Engagement
In the world of skateboarding, reputation isn't built overnight. Brands that succeed tend to cultivate a strong identity and connection with their user base. Companies like Element and Santa Cruz don’t just sell products; they foster communities. Their reputation often hinges on how well they engage with skaters, support events, and advocate for skate culture in general.
When a brand sponsors well-known pro skaters, it gains visibility and prestige. These athletes serve not only as representatives but also as role models. The ties formed through sponsorship create a network of trust, elevating both the brand's and the skater's positions in the industry. Community initiatives, like skatepark building and youth mentorship programs, further enhance brand loyalty. Users feel they are part of something bigger when they see brands contributing to their local scenes.
Product Variety and Specialization
Street vs. Vert
The distinction between street and vert skating isn't just a matter of terrain; it's about culture and the type of gear tailored for each style. Street skating tends to focus on tricks that incorporate urban elements like stairs and rails, requiring a deck design that supports agility and durability. On the other hand, vert skating, practiced on ramps, demands a different type of skateboard, usually wider, that allows for better balance during aerial maneuvers.
This diversity in product offerings ensures that skaters can choose boards that suit their specific needs. Street decks are often lighter, with a pop that favors tricks and speed, while vert boards are constructed for stability and strength, thus providing a safe and enduring ride when launching off high ramps. The point is not merely to choose a skateboard; it’s about choosing the right tool that aligns with one’s skating style.
Custom Options Available
With the rise in popularity of personalized experiences in retail, skateboard manufacturers have started offering custom options. This element greatly contributes to a skater’s experience, allowing them to tailor their gear to fit their unique style and performance needs. Brands like Baker and Almost provide options for various graphic designs and board shapes.
One key advantage of custom boards is the sense of ownership they foster. When a skater rides a board that resonates with their individuality, it can enhance their confidence on the street or in a park. However, customization also has its downsides. It often comes at a premium price, making it less accessible for beginners or those on a budget. Furthermore, certain brands may have longer lead times for custom orders, which can be frustrating if you’re eager to hit the pavement.
"Custom skateboards allow an individual to express their unique personality while mastering their craft."
The Impact of Manufacturers on Skateboarding Culture
Skateboarding is not just a sport; it is a thriving, rebellious culture that has evolved over decades. Manufacturers play a pivotal role in shaping this culture, influencing everything from the equipment we use to the communities we build around skateboarding. Their efforts extend beyond just producing skateboards. They curtail trends, support athletes, and foster inclusivity within the skateboarding community. The following sections delve deeper into how manufacturers impact skateboard culture through promotional efforts and community initiatives.
Sponsorships and Team Dynamics
Promoting Pro Skaters
One of the most visible contributions manufacturers make is through the promotion of professional skaters. Brands like Element and Santa Cruz often sign on talented skaters to represent them in competitions and ads. This strategy not only boosts the visibility of the manufacturer but also elevates the sport itself.
When manufacturers invest in top-notch riders, they are, in essence, affirming the potential of skateboarding as a professional endeavor. Pro skaters become the face of their brands, helping to cultivate a sense of aspiration within the younger skate community. The key characteristic here is the mentorship these pro skaters provide through their presence in events and media.
There are various advantages to promoting pro skaters:
- Inspiration: Young skaters are motivated by the achievements of these professionals.
- Brand Loyalty: Fans often gravitate toward the brand associated with their favorite skater, thereby boosting sales.
- Increased Visibility: The more skilled skaters are showcased, the more attention skateboarding receives overall.
However, some may argue that the focus on elite skaters can alienate grassroots riders. This is where a balance comes into play, ensuring that all levels of skaters feel recognized.
Community Initiatives
Community initiatives undertaken by skate brands are crucial for fostering inclusivity and promoting the sport at a grassroots level. Companies are increasingly engaging in projects that enhance local skate parks or sponsor youth programs. These initiatives serve dual purposes: they give back to the community and inspire a new generation of skateboarders.
For instance, initiatives aimed at funding skate clinics or sponsoring local events not only enhance the profile of the brand but also connect them closely with the very communities they serve. A notable aspect of these initiatives is the emphasis on accessibility to the sport. Not everyone has access to high-end gear, and community initiatives often help provide the necessary equipment to eager yet financially constricted youngsters.
Advantages of community outreach include:
- Grassroots Development: Initiatives create opportunities for young skaters to learn in a supportive environment.
- Healthy Engagement: These activities keep youth engaged and discourage negative influences.
- Brand Awareness: Companies strengthen their reputation as socially responsible entities through active involvement in community projects.
However, despite these benefits, some might see community initiatives as marketing tactics. Authenticity remains key in ensuring these efforts genuinely contribute to the culture and do not solely act as a marketing gimmick.
Influence on Skateboarding Events
Manufacturers also exert substantial influence over skateboarding events. They frequently sponsor competitions that draw attention and crowds, showcasing both established and emerging talent. Events like the X Games and Street League Skateboarding have seen significant brand involvement, allowing manufacturers to position themselves at the forefront of the skateboarding community.
In summary, skateboard manufacturers act as linchpins in the culture of skateboarding, establishing links between the sport and its community. Their efforts in promoting professional skaters and engaging in community projects create ripples that resonate throughout the scene. The thriving dynamic between manufacturers and the skateboarding culture remains a cornerstone of what makes skateboarding a unique blend of sport, art, and lifestyle.
Future Outlook for Skateboard Manufacturing
Looking ahead in the skateboard manufacturing world, it becomes clear that the industry is undergoing a transformation, influenced by emerging technologies and shifts in buyer preferences. Understanding this future perspective helps stakeholders—from hobbyists to manufacturers—navigate these waters of change. One cannot overlook the significance of innovation and consumer demand in driving the future direction of skateboard gear, as they dictate what’s available on the shelf.
Technological Advancements
Smart Skateboards
Smart skateboards are starting to carve out their niche within this vibrant culture. These boards are enhanced with technology that monitors riding speed, tracks performance metrics, and even offers ways to connect with mobile applications. One of the key characteristics of these smart models is their ability to record data, making them not just a means of transport but tools for improvement.
This added layer of tech can be quite beneficial for those serious about pushing their skills. However, they also come with some challenges—like battery life and the need for maintenance—so it’s vital for riders to weigh up their tech-savvy needs against the potential hassle of upkeep.
Unique Feature: Some models come equipped with GPS functionalities which aid in navigation and safety, offering an edge for new riders exploring unfamiliar territories.
3D Printing Innovations
3D printing is making waves in the skateboard world, shaking up traditional manufacturing processes. This innovation allows for the quick prototyping of parts and decks tailored on demand. A standout feature of 3D printing is customization; skaters can have boards designed precisely to their preferences, fit, and style.
Such personalized options are not only appealing but also advantageous in terms of ensuring that the gear meets the specific requirements of each rider. However, availability and the relative scarcity of widespread adoption across manufacturers are obstacles that could slow full market penetration.
Shifts in Consumer Preferences
Eco-Conscious Products
With growing awareness around climate change, there's a noticeable shift towards eco-conscious products in skateboarding. More manufacturers are beginning to explore sustainable materials like recycled plastics and sustainably sourced woods. Offering eco-friendly options reflects concerns about the environmental impacts of skateboarding, appealing to a demographic that values sustainability.
One of the strong advantages of these products is that they not only help to minimize ecological footprints but also resonate well with younger changing consumer preferences. However, sustainability often comes with increased costs, which can deter some buyers, creating a dilemma manufacturers must address.
Tailored Experiences
The demand for tailored experiences is on the rise; skaters increasingly seek products that cater specifically to their riding styles, skill levels, and even personal aesthetics. Offering customizable boards and tailored gear allows brands to forge deeper connections with their audiences.
This trend not only enhances customer loyalty but also signifies a shift where brands become less like faceless entities and more like communities. On the downside, the logistics of offering completely customizable experiences bring challenges in inventory management and production speeds.
"To stay relevant, skateboard manufacturers must not only adapt to technologies and consumer desires but also evolve their strategies to maintain a harmonious balance between innovation and authenticity."
The skateboard market is rapidly evolving. The blend of technology with traditional craftsmanship, coupled with a growing consumer focus on sustainability, paints an exciting future. For enthusiasts, retailers, and manufacturers alike, keeping a finger on the pulse of these developments is crucial to thriving in this dynamic marketplace.
Navigating the Skateboard Market
Navigating the skateboard market can feel like stepping into a maze, filled with twists, turns, and unexpected pitfalls. For enthusiasts, whether they're just starting or seasoned riders, understanding how to find the right gear is crucial. This section aims to shed light on the key elements that influence your journey in choosing the right skateboard and ensuring you invest wisely.
Choosing the Right Skateboard for Your Style
When it comes to selecting a skateboard, style is of monumental importance. Different riders have different needs based on their experience levels.
Beginner vs. Advanced Needs
For beginners, the focus often lies on boards that offer stability and ease of use. The ideal choice should be forgiving, allowing riders to learn the basics without the worry of complex flips or tricks getting in the way. Typically, a wider deck provides better balance, making it suitable for those just starting their journey on four wheels.
In contrast, advanced skaters require boards that cater to specific techniques. Their needs shift towards performance, durability, and the ability to withstand tricks that push the bounds of gravity. More specialized shapes and materials tend to come into play here.
- Key Characteristics of Beginners’ Needs:
- Unique Feature:
- Stability and easy maneuverability.
- Wider deck size for balance.
- Beginners benefit from boards that are user-friendly, reducing the chances of injuries early on in their skating adventure.
On the flip side, advanced players might face the downside of a steeper learning curve with more technical boards, but the rewards of honing their skills justify this risk.
Types of Riding Styles
Riding styles can also dictate your choice of skateboard. Each style—be it street, vert, or cruising—has distinct requirements. Street skating demands tricks and agility, while vert focuses more on height and aerial moves. Cruisers cater to those looking for smooth rides around town.
- Key Characteristics of Riding Styles:
- Unique Feature:
- Street: Flexibility and grip for trick execution.
- Vert: Sturdiness for jumping and landing.
- Cruising: Comfort and smoothness for long distances.
- Understanding these differences helps skaters select equipment that matches their preferred way of riding, leading to a more satisfying experience overall.
Where to Find Quality Gear
Once you've pinpointed the right skateboard for your style, the next step involves sourcing quality gear. The market offers a plethora of venues for procurement, namely local shops or online retailers, and even direct from manufacturers.
Local Shops vs. Online Retailers
Shopping at local skateboard shops is akin to stepping into a community hub. These establishments often offer personalized advice, allowing you to get hands-on with the boards. It’s a chance to see, touch, and understand what you’re about to buy. Additionally, many local shops support skater events and foster a sense of community that online options may lack.
However, online retailers usually provide wider selections and competitive prices. The trade-off is often the absence of personal touch, and shipping delays can exacerbate the tension when you're eager to hit the pavement.
- Unique Features:
- Local shops offer a social and personalized experience.
- Online retailers boast convenience and broader inventory choices.
Direct Manufacturer Purchases
Buying directly from manufacturers has gained traction as a viable option in the skateboard market. Often, ties to specific brands allow for access to custom options that retailers might not carry. This can lead to acquiring specialized gear tailored specifically to individual preferences.
While this approach tends to cut out middlemen, which could save some coins, it's essential to weigh pros and cons cautiously. Some might find it more challenging to return items directly to the manufacturer or may not have the opportunity to test boards firsthand before purchasing.
- Key Characteristics of Direct Purchases:
- Access to unique models and customizations.
- Potentially lower prices by sidestepping third-party retailers.
"Choosing the right skateboard and finding the best place to buy it is like picking the right tool for an artist: it can make all the difference in your performance and learning curve."
Overall, navigating the skateboard market is about intertwining personal style with practical choices, ensuring that every skater has their needs met, whether they're a novice dreaming of their first ollie or an expert aiming for the next big trick.
