The skateboarding world was recently shaken by the news of Louie Barletta leaving enjoi, a brand he’s been synonymous with for decades. This move, felt deeply by many who grew up with the brand in the 2000s, raises questions about the state of enjoi and the future for Louie. In this exclusive interview, Louie opens up about the reasons behind his departure, the struggles the company faced under new ownership, and his exciting new venture, Jacuzzi Unlimited.
The End of an Era at Enjoi
Louie’s decision to leave enjoi wasn’t impulsive. He explains that the brand, which was founded on the principles of team spirit and friendship, had become a source of stress and frustration. The consistent inability to pay team riders, artists, and videographers due to missed sales targets weighed heavily on him. “Every morning I was getting a text… ‘Lou when are we going to get paid?'” he recalls. This situation was a stark contrast to the fun and camaraderie that defined enjoi in its early days, leading him to lose faith in the company’s direction.
Louie finally made the decision to leave, sending a heartfelt message to his team expressing his love and explaining that he could no longer continue. He describes the emotional impact of this decision, saying, “It was like dude, it’s 23 years of my life.” He expected his departure to prompt other riders to negotiate for their back pay but was surprised to see them quit alongside him. He emphasizes that while his departure was driven by personal reasons, he was transparent with the team about the situation.
The Impact of Corporate Ownership
Louie also sheds light on the changes at enjoi since it was acquired by a new corporation in 2019. Unlike the previous owners at Globe, who he describes as passionate about skateboarding, the new owners treated the brand as a set of numbers on a spreadsheet, prioritizing sales targets over content creation and the well-being of the team. He illustrates this with the example of the “High Wire” demo tour, which despite being a success, was immediately followed by the firing of their team manager, Jeff Davis, simply because the position wasn’t filled at the time of acquisition.
He explains the company went from prioritizing content under Globe to being driven by sales targets under the new corporation. This change in focus meant that even during peak sales periods, like November, when the company made a lot of money, the team still went unpaid because the sales targets for the following month were unattainable. These events led to increasing frustration and a sense that the brand was no longer true to its original values.
The Birth of Jacuzzi Unlimited
Amidst the turmoil at enjoi, Louie found a renewed sense of excitement in a new project: Jacuzzi Unlimited. This venture, co-created with former enjoi team manager Jeff Davis, is a return to the fun and friendship that initially drew Louie to skateboarding. The name “Jacuzzi Lou” came from his habit of using hotel hot tubs during tours. The concept emerged organically, with Louie and Jeff finding they were on the same wavelength creatively.
Louie emphasizes that Jacuzzi Unlimited feels like the early days of enjoi, where they’re not bound by corporate rules or restrictions. There is genuine excitement surrounding the project. People are creating their own tees and stickers, and there is a strong sense of camaraderie amongst the team. It’s clear that this new venture is more than just a brand; it’s a community.
Jacuzzi Unlimited: A New Chapter
Jacuzzi Unlimited is set to be more than just a side project. Louie confirms that they are taking it seriously, working on the backend to launch it properly. Their goals include making dreams come true for the next wave of young skaters, and they aren’t doing it out of his garage. This confirms that this venture is aimed at the core of the skateboarding industry. A video is also in the works, and his latest footage will be used for the first Jacuzzi video.
Louie reflects on the spirit of individuality that defined enjoi and hopes to carry that spirit over to Jacuzzi. He believes that the core of enjoi was about being a group of friends doing their own thing, a concept that he’s excited to embrace at Jacuzzi Unlimited.
Reflections on the Past and Future
Louie also touched upon the infamous laundry tag and admitted he disliked and didn’t understand it. He wasn’t involved in the brand development when it was created, and he quickly removed it once he started managing the brand. He also reflects on his unique approach to skating, embracing fun and evolution rather than fixating on past standards. He says, “The second that I realized that I wasn’t in competition with anyone else whose name is on a skateboard, it made skateboarding so much more fun.”
When asked about potentially riding for Sci-Fi Fantasy, he jokingly mentions he’s sitting on half a part but needs them to make boards in his size, indicating he’s open to new opportunities but on his terms. As for other offers over the years, he never entertained them because enjoi was always his focus.
Moving Forward
Louie shares his thoughts on the idea of brands having a shelf life, acknowledging the appeal of brands like 101 that had a short but impactful run. Despite his mixed feelings, Louie hopes that something positive can come from enjoi’s changes and that ex-riders will be able to look back proudly. He concludes by expressing his gratitude for the admiration he’s received from his peers, a sentiment that has been deeply meaningful to him during this transition. This admiration is usually only something that comes once someone has passed away. “It’s been fucking phenomenal to feel it”, he says.
In this interview, Louie Barletta has shared a deeply personal and honest account of his departure from enjoi, as well as given us insight into the exciting new chapter with Jacuzzi Unlimited. His passion for skateboarding, creativity and community, and his genuine approach are evident as he embarks on the next step in his career. It’s clear that while enjoi might be going through a transition, Louie Barletta’s impact on the skateboarding world will continue to evolve.
