The skateboarding world is no stranger to unexpected collaborations, but the recent link-up between Clown Skateboards and Paris Saint-Germain Football Club (PSG) certainly raised eyebrows. How did a relatively obscure British skate brand, with a modest Instagram following, manage to partner with one of the wealthiest and most popular football clubs in the world? This article delves into the story behind Clown Skateboards, exploring their roots in the early London skate scene, their revival, and the unlikely friendship that led to this surprising collaboration.
Clown Skateboards isn’t a newly formed brand run by teenagers; it’s a brand with deep connections to the early London skate and graffiti subcultures. Even their iconic logo was designed by the legendary graffiti artist Banksy. After going dormant in the early 2000s, Clown was resurrected in 2020 by founder Jeff Boardman. Since then, Boardman has been quietly but steadily working to re-establish Clown within the European skate scene and nurture emerging scenes globally.
Origins of Clown Skateboards
Clown Skateboards emerged from the vibrant East London skate scene around 1998 or 1999. A group of friends who skated together formalized their crew into Clown around 2000. They operated for five years before taking a break in 2005. Boardman, feeling “knackered,” decided to put the brand on hold, intending to return after 18 months to earn some money. This led him into the advertising world, where his work with Clown unexpectedly opened doors to collaborations with brands like Converse, where he worked on music, blogging, and art initiatives for years.
The Banksy Logo and Early Struggles
The story of Clown’s logo is as intriguing as the brand itself. Yes, Banksy did design it. Boardman proudly proclaims his unwavering support for the logo, regardless of what anyone says. When the brand initially produced a limited run of boards featuring the logo and sent them to friends for feedback, the reception was far from enthusiastic. “Man, they’re shit,” “You can’t release them,” “That logo won’t work,” were some of the critiques. But Boardman, sticking to his guns, decided to move forward with the Banksy-designed logo, a testament to his commitment to the brand’s unique identity.
The Unlikely PSG Connection
The collaboration with PSG was born out of a chance encounter. While sorting through old Clown memorabilia, Boardman posted some photos on a private Instagram account. This led to a conversation with a man in Paris who turned out to be the chief brand officer for PSG. This contact developed during the pandemic, with regular calls between Boardman and the PSG executive.
The PSG officer was impressed with Clown’s non-profit, “Clown In Action,” which focuses on using skateboarding for positive social change. This aligned with PSG’s own foundation which funds a refugee camp in India that provides football pitches and facilities for over a million people. The shared values and commitment to using sports for social impact paved the way for a collaboration.
Working with PSG, a huge organization, was a pleasant surprise for Boardman, as they were remarkably supportive. PSG allowed Clown to maintain their brand’s core values, from producing all clothing in the UK to prioritizing sustainability. The collaboration is rooted in friendship and shared ideals, not just a marketing opportunity, with both parties being focused on using their platforms to impact the world positively.
Beyond Collaboration: A Friendship
Boardman emphasizes that their relationship with PSG is more of a friendship than a collaboration. This friendship is built on a shared mentality of using their respective platforms to do good. The fact that PSG, a massive entity, shares a similar ethos with a small skate brand like Clown is surprising and refreshing. This collaboration is not just about putting out products, but about aligning values and making a difference in the world.
Addressing Skepticism
Boardman acknowledges the skepticism that arose from the collaboration, especially with PSG’s association with big money. He highlights that the people he works with at PSG are passionate about their club and are great people to collaborate with. Boardman also notes that the business and financial structures are out of his control, similar to the often disproportionate salaries of professional athletes, including professional skaters.
Guerilla Marketing Roots
Before Clown and his work with Converse, Jeff Boardman was known for his guerilla marketing tactics. He recounts some of his daring stunts, such as dressing the Cerne Abbas Giant in a giant pair of jeans, painting the street pink for Barbie, and releasing giant pyramids down the Thames.
He used to engage in wheatpasting and stickering for companies, which evolved into more sophisticated methods as he found success in the marketing world. He recalls how his team’s antics caused significant issues, like when they were putting up posters and stickers so much that it lead to the city putting anti-vandal paint on lamp posts. One incident involving fake prostitute ads even resulted in a dangerous encounter with an organized crime group, showing just how far they were willing to push the boundaries in the early days.
The Joy of Painting
Despite moving to more mainstream avenues of business, Boardman maintains his love for painting. He recounts the joy he found during the pandemic, when he had the freedom to paint and paste in the streets during the daytime. This highlights his continued connection to the rebellious and creative spirit that defines Clown Skateboards.
Critiques of Modern Guerilla Marketing
Boardman notes that many modern guerilla marketing efforts feel contrived and done solely for money. He contrasts this with the early days of guerilla marketing, where there was no need for presentations or ROI documents. Back then, they were just allowed to follow through with any creative and fun ideas they had. For him, the most exciting guerilla marketing today is happening in the coding space.
Banksy’s First Shows
Boardman was instrumental in organizing Banksy’s first London shows. He recalls how they set up Banksy’s first show in a tunnel on Rivington Street, using stolen barriers and a fake sign to look like official painters. The shows were held in an unconventional manner, with the art being painted directly on the walls and selling of paintings occurring in a pub. His flat was filled with paintings at one point, which would be worth a fortune today. He keeps a few significant pieces for himself.
The Circus Printshop
Clown is expanding into the US with a printshop called Circus. This print house will be used to teach people how to print, provide them with materials, and empower them to share their work in the street. The money raised will be used to fund the foundation, purchase skateboards, pay for skate lessons for kids, or support local food banks.
Conclusion
The story of Clown Skateboards is one of creativity, resilience, and unexpected connections. From its humble beginnings in the London skate scene, to its collaboration with PSG, Clown remains true to its core values: creativity, community, and using skateboarding for positive social change. This brand continues to embody the rebellious and innovative spirit of its origins, making it a unique and exciting presence in the skateboarding world. And, as for who the biggest clown in skating is, according to Jeff Boardman, it might just be those asking the questions.
