Founded in 1973 by Richard Novak, Doug Haut, and Jay Shuirman, Santa Cruz Skateboards began in Santa Cruz under NHS Inc.. A 500 board order shifted...
Founded in 1973 by Richard Novak, Doug Haut, and Jay Shuirman, Santa Cruz Skateboards began in Santa Cruz under NHS Inc.. A 500 board order shifted them from surfboards into skateboards. In 1975 they introduced Road Rider urethane wheels, selling millions worldwide and advancing design. That same year Jim Phillips created the Classic Dot and Screaming Hand.
In the late 1980s Santa Cruz Speed Wheels defined a new era, using bold graphics, punk energy, and team driven storytelling to build a unified wheel identity. Anchored by the Screaming Hand, sub brands like Slime Balls and Bullet offered distinct styles while staying connected. Videos and ads turned wheels into culture, especially through Wheels of Fire, Streets on Fire, and Speed Freaks, with skaters like Natas Kaupas, Rob Roskopp, Jason Jessee, Jeff Grosso, and Steve Olson.
NHS expanded with brands like Independent Trucks and Krux. Shuirman died in 1979, but the company endured. Inducted into the Skateboarding Hall of Fame in 2013, Santa Cruz remains a global force.