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Etnies

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Etnies
Company typeSubsidiary
Founded1986; 38 years ago (1986)
HeadquartersLake Forest, California, U.S.
Key people
Pierre André Sénizergues
ProductsShoes, apparel
ParentNidecker
Websiteetnies.com

Etnies (stylized as etnies) is a French-American footwear brand based in Lake Forest, California, United States, and is owned by Sole Technology, Inc.[1] The company sponsors professional skateboarders and BMX riders, LAB more and releases signature shoe models.

History

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The company was launched in 1986 and following the end of his professional skateboarding career, current owner, Pierre André Sénizergues, commenced design work at Etnies shortly after the company's formation. Etnies was an emerging European brand at the time that Sénizergues joined the company and he was responsible for designing the "Senix", "Lo-Cut", "Low-Top Rap", "Intercity" and "Scam" shoe models. Sénizergues subsequently introduced the brand to the US and proceeded to build Sole Technology, with the addition of the Emerica, éS (on hiatus between 2012 and 2014, but back in production), and ThirtyTwo (snowboarding brand created in 1995) brands.[1][2]

Skate park

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Main article: Etnies Skatepark of Lake Forest

In 2003, Etnies and the city of Lake Forest, California, opened Etnies Skatepark of Lake Forest, the largest public skatepark in the state, at over 40,000 square feet (3,700 m2).[3] The park has been used for a Sole Technology-sponsored skateboard competition, entitled "Goofy vs. Regular (GvR)"—goofy-footed skateboarders competed against regular-footed skateboarders—that was held in 2007 and 2008.[4][5]

Support of women's skateboarding

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Etnies has a longstanding history of supporting female skateboarders. Early in its history, the brand sponsored Stephanie Pearson, recognized as the first Black woman to become a professional skateboarder. In 2001, Etnies released the "Albatross," the first women's pro signature skate shoe, designed for and endorsed by Elissa Steamer.[6]

In 2016, Etnies partnered with professional skateboarder Amelia Brodka, the founder of Exposure, a non-profit organization dedicated to empowering women and girls through skateboarding. This collaboration led to the launch of the Etnies x Exposure shoe and apparel line in late 2023, aiming to raise global awareness and support for women's skateboarding.[7]

Etnies continues its commitment to women's skateboarding by supporting athletes like Fabiana Delfino. After participating in her first Exposure event in 2016—which helped launch her professional career—Delfino turned pro for Santa Cruz Skateboards in 2019. She joined the Etnies team in September 2023. Etnies' sponsorship of Delfino and involvement in events like Exposure reflect the brand's dedication to fostering inclusivity and growth within the skateboarding community.[8]

Charity work

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In 2012, the brand donated free shoes to people who were, at the time, "homeless and needy" in Los Angeles, US as part of an Easter "shoe drive". Two thousand pairs of shoes were given away and a video of the event was also published, in which Etnies CEO, Senizergues, conducted interviews with shoe recipients. etnies-sponsored athletes, Devine Calloway, BK, and Andy Bell, Etnies staff, celebrity volunteers and the city's mayor at the time, Antonio Villaraigosa, also participated in the event.[9][10]

Buy a Shoe, Plant a Tree

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Etnies has launched tree-planting projects in Costa Rica and Brazil under the title of "Buy a Shoe, Plant a Tree". In Costa Rica, Etnies committed to planting a tree in the Maleku rainforest reserve for every pair of Jameson 2 Eco shoes that were sold, and sponsored athletes, Benji Weatherly, CJ Kanuha, Chris Del Moro, and Ryan Sheckler travelled to Costa Rica in March, 2011 for an inaugural tree-planting ceremony.[11] In 2012, the project was then expanded to Brazil, in partnership with the Trees for the Future organization;[12] the Brazilian initiative involved the planting of 100,000 trees within São Paulo's Atlantic Rainforest throughout 2012 for every purchase of the "Jameson 2" and "Jameson 2 Eco" men's and boy's shoes, as well as the girl's "Caprice Eco" and "Circe Eco" shoes. In 2012, Senizergues stated, "We play in our planet, and we need to take care of it. Through our Buy a Shoe, Plant a Tree project we are excited that everyone can come together to be a part of the solution – giving future generations the opportunity to see and experience the benefits these life-giving rainforests bring to the Earth.”[13]

On April 22, 2015, Etnies celebrated Earth Day by announcing a milestone in the program: its one millionth tree planted. The brand also announced that the program, now called "Every Shoe Plants a Tree," will continue in 2015, with every pair of Etnies purchased this year becoming a tree planted in the rain forest.[14]

Filmography

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Skateboard
  • 2007: Restless
  • 2018: Album
BMX
  • 2002: Forward
  • 2007: Grounded
  • 2017: Chapters

Sponsorships

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Current Skate Team

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  • Julian Lewis
  • Noah Francisco

Past Skate Team

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  • Mike Vallely

Current BMX Team

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  • Nathan Williams
  • Chase Hawk
  • Aaron Ross
  • Ben Lewis
  • Tom Dugan
  • Devon Smilie
  • Reed Stark
  • Jordan Godwin
  • Jordan Okane

References

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  1. ^ a b "Our Brands". Sole Technology. Sole Technology, Inc. 2013. Archived from the original on 8 January 2013. Retrieved 4 February 2013.
  2. ^ "Pierre André Senizergues, Founder / CEO The Soul of Sole Technology". Sole Technology. Sole Technology, Inc. 2013. Archived from the original on 5 February 2013. Retrieved 4 February 2013.
  3. ^ "Etnies Skatepark Of Lake Forest Aerial". Archived from the original on 10 March 2010. Retrieved 21 August 2010.
  4. ^ Cam Caddie (9 October 2008). "GVR 2008 GOOFY VS REGULAR STREET SKATE FINALS" (Video upload). YouTube. Google, Inc. Archived from the original on 2021-12-12. Retrieved 4 February 2013.
  5. ^ bnqt (12 October 2007). "Goofy Vs. Regular 2007 - Skate Contest" (Video upload). YouTube. Google, Inc. Archived from the original on 2021-12-12. Retrieved 4 February 2013.
  6. ^ "How Nonprofit Exposure Skate Has Driven The Rise Of Women's Skateboarding". Forbes.
  7. ^ "Transworld Skateboarding | Exposure Skate Event". 7 November 2023.
  8. ^ "Thrasher Magazine | Etnies Welcomes Fabiana Delfino".
  9. ^ Templeton Elliot (10 April 2012). "Etnies Easter Shoe Donation". The Skateboard Mag. Strictly Skateboarding. Archived from the original on 28 June 2012. Retrieved 4 February 2013.
  10. ^ Mike Manzoori (May 2012). "etnies LA Mission Shoe Donation 2012" (Video upload). etnies on Vimeo. Vimeo LLC. Retrieved 4 February 2013.
  11. ^ Megan Michelson (15 February 2011). "BUY A SHOE, PLANT A TREE". ESPN Action Sports. ESPN Internet Ventures. Archived from the original on February 16, 2013. Retrieved 4 February 2013.
  12. ^ "Trees for the Future".
  13. ^ Christian Senrud (7 February 2012). "ETNIES EXPANDS BUY A SHOE PLANT A TREE TO BRAZIL". Skateboarder Magazine. GrindMedia, LLC. Archived from the original on 16 February 2013. Retrieved 4 February 2013.
  14. ^ "Etnies Celebrates Earth Day With One Millionth Tree Planted". BallerStatus.com. April 22, 2015.
  15. ^ "JAKE WOOTEN WELCOME TO ETNIES". Etnies. Retrieved 4 April 2022.
  16. ^ "ANDY ANDERSON WELCOME TO ETNIES". Etnies. Retrieved 4 March 2022.
  17. ^ "AURELIEN GIRAUD WELCOME TO ETNIES". Etnies. Retrieved 4 April 2022.
  18. ^ Wouter Oude Wesselink (February 2009). "Etnies - Rune Glifberg" (Video upload). Wouter Oude Wesselink on Vimeo. Vimeo LLC. Retrieved 4 February 2013.
  19. ^ Camilo Olarte (2 February 2012). "sean malto etnies". YouTube. Google, Inc. Archived from the original (Video upload) on 2014-06-30. Retrieved 4 February 2013.
  20. ^ Blair Alley (5 March 2010). "MIKEY TAYLOR ETNIES APPAREL COLLECTION". Transworld Skateboarding. Bonnier Corporation. Retrieved 4 February 2013.
  21. ^ "Etnies - Jason Dill Ad (2008)". Skately. Skately LLC. 2013. Retrieved 4 February 2013.
  22. ^ Transworld (25 February 2007). "ETNIES ALI BOULALA SHOE". Transworld Business. Bonnier Corporation. Retrieved 4 February 2013.
  23. ^ Chris Nieratko (2007). "Arto Saari Interview". chrisnieratko.com. Archived from the original on 18 January 2012. Retrieved 4 February 2013.
  24. ^ "Etnies - Elissa Steamer Boardslide Ad (2007)". Skately. Skately LLC. 2013. Retrieved 4 February 2013.
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