The skateboarding industry has been experiencing turbulence, a decade after the shake-up that changed the landscape. Overstocked inventories, inflation, and bloated teams are causing many board brands to struggle. Dwindle Distribution, after a few years under new management, is one such example, with key personnel being fired or leaving, leading to the demise of brands like Enjoi and Madness. However, the resilient spirit of skateboarding endures. Bill Weiss, a veteran in the skateboarding world, is stepping up to launch Opera under Sidewalk Distribution, aiming to revitalize the industry with a skater-focused approach.
Sidewalk Distribution is the new venture that will house Opera Skateboards, alongside Slappy Trucks, and Jacuzzi Unlimited. According to Bill Weiss, the decision to create Sidewalk was driven by the need to provide a new home for the riders of Madness, his previous brand. He partnered with Louie Barletta, Bod Boyle, and Steve Douglas, all close friends and long-time colleagues, to establish this distribution company.
The name “Opera” was chosen because Weiss has always been drawn to the concept of opera, with its definition as “a performance of one”, which he sees as a metaphor for skateboarding. He appreciates the theatrics, storytelling, and mischievous nature associated with operas, and believes it reflects the individuality and freedom within skateboarding.
When asked if the first video will use only opera tracks, Weiss laughed and said no. He joked about whether riders need to know how to sing, adding “that could be possible… it would be worth giving it a shot,” referencing some classics.
Opera’s team roster is impressive. The pro riders include Clay Kreiner, Jack Fardell, Sam Beckett, Trey Wood, and Alex Perelson. The ams are Nick Papa, Jedd McKenzie, and Jeff Rasp. The brand also boasts flow riders Caroline Duerr, Hinano Kusaki, Ema, and George O’Neill. When questioned about the team’s ability to perform a 900, Weiss estimated that 20% of the team could land the trick, highlighting the evolving skill level of modern skaters.
Addressing the current pricing chaos within the industry, Weiss stated that Opera is prioritizing quality in their product, from construction and shapes to recognizable designs. The cost aspects of production are being handled by Bod Boyle and Steve Douglas, who are experts in this field. This approach ensures the focus is on creating unique and high-quality boards.
Weiss’s perspective on Dwindle, his former employer, is critical. He describes the management as having “spewing hot air,” lacking care, or understanding of skateboarding. He felt it was his responsibility to pursue the money owed to his riders, which eventually led to deep frustration. The turning point came when he was fired without severance after working for 20 years, which led to the entire Madness team quitting in solidarity. This showed the level of support from his peers, friends, and skaters globally.
Weiss stated that he had repeatedly attempted to purchase Madness from Dwindle, but they refused. He saw that they were destroying the brand because they failed to understand the culture and history of skateboarding. He emphasized that to them, skateboarding was just a number, lacking any personal connection to the heart and soul of the community.
In contrast, Sidewalk Distribution aims to be different by focusing on building a community centered on skateboarders, riders, filmers, artists, and photographers. He believes in fostering a positive, fresh energy, where all associated brands can thrive and maintain their unique identities. Weiss addressed the question of whether this has been done before by asserting, “Not with us,” emphasizing that this is their opportunity to champion skateboarding in a way they believe is right.
Discussing the diminishing middle class of pro skaters, Weiss acknowledged that it has always been an issue. While there are a few skaters who make large sums of money, most make far less, struggling to make a living just by skating. He recalled his peak earnings, at $2,300 a month, stating that was not much even then. He added that he never considered skating as a career, but rather followed the passion of the sessions.
When humorously asked if Rob Dyrdek could join Sidewalk, Weiss responded that he would certainly consider any pitch Dyrdek would put forth. He also stated that while a freestyle brand is a niche, he does believe there’s a lane for almost anything. Skateboarding has become more inclusive, welcoming all styles with open arms.
Reflecting on the past, Weiss noted the shift from a closed and cliquey community in the 90s to the more open and inclusive environment today. However, he acknowledged that cliques and insecurities will always be part of the subculture. He believes that while talking trash is fine, mean-spirited behavior for no reason is not okay.
Weiss acknowledged the impact of Jake Phelps’ passing on the old guard. He believed that different voices are important and people should be free to engage with skateboarding however they feel without others forcing their opinions on them.
Opera’s message is about the passion and effort that goes into producing the boards. Weiss stated that they aim to create innovative boards, support their skaters, and build a space where they can continue to push boundaries while enjoying the experience. He sees it as his job to create a great environment for all of them. Opera, with its skater-first ethos, is aiming to be the antithesis of the corporate mindset that has been harming the industry, and will continue to put skaters first.
