DC Shoes, more than just a footwear brand
DC has played an integral role in shaping skateboarding culture. The brand has sponsored some of the sport’s biggest names, including Danny Way, Rob Dyrdek, AVE and Colin McKay, helping elevate the status of DC as a staple in skate fashion and performance. DC’s contribution to skate culture goes beyond shoes—it extends to some of the most iconic skateboarding videos ever made. "The DC Video" (2003) is the brand’s most influential skate video, showcasing boundary-pushing skateboarding by some of the world’s most well-respected skateboarders at the time. The video helped cement DC’s status as a major force in the industry and highlighted its footwear in action.
This groundbreaking video became an instant classic, capturing the essence of skateboarding by merging gritty street skating with Danny Way's stuntman-esque Mega Ramp footage into the same video. The impact of Danny Way's closing part in the DC video not only blew kids' minds around the world, but it directly impacted the future of skateboarding, with competitions such as the X-Games almost immediately adding the brand-new skating genre to their competition circuit, quickly becoming a crowd favourite. It remains a touchstone for both DC and the skateboarding community. DC continued to push the boundaries with subsequent releases like "Domino" and "Skateboarding is Forever" further solidifying the brand's influence in action sports.
While DC is synonymous with skateboarding, the brand has expanded into other action sports. Its support for snowboarding, for example, is backed by the same commitment to performance. Sticking to the blueprint from its skateboarding programme, DC sponsors some of the best athletes in snowboarding, featuring riders such as Iikka Backstrom, Jacob Krugmire, and Gabe Ferguson on the roster. Like the snowboard team, the products created for DC's snow division rival anything else available. High-quality jackets, trousers, and boots with innovative technology are prevalent throughout DC's snow selection. They also spent a lot of time and money on maintaining the infamous Mountain Lab, a private training facility located just outside Park City, Utah. DC used the private Mountain Lab snow park to test products, shoot photos, film and hang out.
DC Shoes has been strongly connected with freestyle motocross love the years, particularly through legendary riders like Travis Pastrana and Robbie Maddison. Pastrana, a pioneer in freestyle motocross, made history by landing the first-ever double backflip in competition at the 2006 X Games, cementing his status as one of the sport’s most fearless athletes. Meanwhile, Robbie Maddison, another standout DC rider, stunned the world when he surfed a wave on his motorcycle in Tahiti in 2015, a feat that showcased his incredible skill and creativity. Pastrana and Maddison have helped elevate DC's reputation in extreme sports, with the brand closely tied to their groundbreaking achievements.
Additionally, co-founder Ken Block played a pivotal role in the brand's connection to motorsports, particularly through the Gymkhana series. Gymkhana, a collection of high-energy videos showcasing Block's incredible driving skills on intricate courses, became a global sensation. DC took a big step outside traditional action sports and supported Block’s stunts, helping boost the brand’s presence within the motorsports and action sports communities. Their collaboration elevated Block’s career and helped shape the modern landscape of viral marketing and motorsports culture.
Expanding beyond action sports
Bold designs and unique branding from DC quickly caught the attention of the streetwear fashion scene. DC became a staple in casual streetwear, appealing to a broader audience beyond just action sports athletes. Their shoes and apparel became popular for everyday wear, with collaborations with various artists, designers, and other cultural icons. The brand's crossover appeal has made its product a popular choice in urban fashion, with a reputation for durability and style.
The relationship between DC Shoes and MTV with the TV series Rob & Big significantly elevated the brand, giving it widespread exposure and associating it with mainstream pop culture. As Rob Dyrdek's primary sponsor which played a key role in his skateboarding career, DC Shoes became synonymous with him and was showcased prominently on the show.
With Rob's larger-than-life personality and his partnership with Big Black, the series attracted a diverse audience beyond skateboard enthusiasts, exposing DC to viewers who might not have previously been aware of the brand. Through the show, DC Shoes became associated with hijinx, rebellion, and youthful energy, which resonated deeply with the MTV audience, so much so that it regularly beat the likes of Jackass, The Osbournes and Pimp My Ride on viewing numbers.
The constant on-screen presence of DC apparel and footwear made it a lifestyle brand in the eyes of many fans, leading to increased visibility, credibility, and ultimately, sales. The brand’s association with the show helped solidify its place in pop culture, with Rob & Big serving as a powerful vehicle to elevate DC Shoes to a larger, more mainstream audience.
Music and popular culture
Over the years DC has had a noticeable presence in the music and pop culture world, especially within the hip-hop and alternative rock communities. The brand has sponsored musicians and artists, adding to its image of being connected to counter-culture movements.
DC's presence at music festivals, sponsorships of extreme sports events, and collaborations with musicians have helped cement its place in mainstream pop culture. Their high-profile marketing campaigns and association with rebellious and independent movements helped DC transcend the niche action sports sphere and enter various other sub-cultures.
Environmental responsibility
DC is also taking steps to reduce its environmental impact. With a growing focus on sustainability, the brand offers eco-friendly options made from recycled and organic materials, ensuring it is dedicated to adopting greener production methods. This also goes beyond just footwear. DC offer sustainable skate apparel and accessories designed for performance and style, including T-shirts, hoodies, jackets, hats, gloves, socks and backpacks. These items complement DC's footwear, giving skaters everything they need to look and perform their best, whilst maintaining an eco-friendly lifestyle.
Whether you're a seasoned pro or just starting, DC's shoes and apparel provide the durability, comfort, and style needed to take your choice of board sport to the next level. Explore the collection at Supereight and experience why DC remains the brand of choice for skaters and snowboarders globally.
