Andrew Reynolds and the Origin of This Is Skateboarding
Andrew Reynolds is a professional skateboarder and entrepreneur who co-founded Bakerboys Distribution and created the influential video This Is Skateboarding. The project helped define a generation of street skating and expanded the commercial reach of independent skateboard brands. The video compiled global footage and showcased a raw, anti-corporate aesthetic that resonated with core skate communities and mainstream audiences alike. Reynolds leveraged the project to build a diversified business ecosystem around Baker, Shake Junt, and other affiliated labels Forbes profile on Andrew Reynolds.
The company Bakerboys Distribution operates as a private entity that manages multiple skateboard brands and distributes products through a network of independent shops. Reynolds has emphasized direct-to-retail relationships and limited corporate partnerships to maintain brand authenticity. The strategy helped Bakerboys retain a strong market position in the skateboard industry while avoiding the pitfalls of mass retail dilution. This approach contrasts with larger sporting goods conglomerates that prioritize volume over subcultural alignment SEC EDGAR search for Bakerboys filings.
Financial Structure and Business Operations
Bakerboys Distribution generates revenue through wholesale sales of decks, apparel, accessories, and hardware under brands like Baker, Shake Junt, and Heroin. The company relies on a decentralized model where individual teams and shops drive demand rather than large advertising campaigns. This structure allows for higher margins per unit and faster response to trends in skateboarding culture. Independent distribution remains a competitive advantage in a market dominated by a few major sporting goods corporations.
Revenue Streams and Retail Partnerships
Revenue comes primarily from wholesale accounts, online direct sales, and collaborations with specialty retailers worldwide. Bakerboys partners with shops that prioritize skateboarding culture over broad consumer appeal, reinforcing brand loyalty. The company also monetizes video content, events, and licensed merchandise tied to its core brands. These diversified streams reduce dependency on any single product category or geographic region Forbes on Reynolds business model.
Cultural Impact and Market Position
This Is Skateboarding influenced the visual language and tone of skateboarding media, prioritizing raw footage and rider authenticity over polished production. The video's aesthetic became a benchmark for independent projects, inspiring similar releases across action sports. Reynolds' brand philosophy emphasizes creative control and resistance to corporate sponsorship deals that dilute subcultural identity. This stance has attracted a loyal customer base that values authenticity over mass-market appeal.
Bakerboys maintains a strong presence in the global skateboard market, with products sold through hundreds of independent shops and its own online channels. The company's influence extends beyond sales into shaping trends in streetwear and graphic design associated with skateboarding. Reynolds continues to invest in new rider teams and video projects that reinforce the Bakerboys ecosystem. The brand remains a reference point for entrepreneurs seeking to build culturally resonant businesses outside traditional corporate structures Forbes.