What Tony Hawk does

Tony Hawk Inc. is a privately held personal brand and athlete endorsement company founded by professional skateboarder Tony Hawk and headquartered in Vista, California. The company operates a portfolio of skateboarding-related businesses including the Tony Hawk's Pro Skater video game franchise (licensed to Activision and cumulatively generating nearly $2 billion in franchise lifetime sales), Birdhouse Skateboards, Hawk Clothing, the Tony Hawk Signature Series of sporting goods and toys, and the YEPA brand. It runs direct-to-consumer e-commerce at tonyhawk.com selling autographed photos ($15–$50), signed skateboard decks (up to $350), and limited edition merchandise, with shipping currently restricted to the United States.

The business is structured around licensing and royalty arrangements rather than proprietary technology. Core technology is not applicable — there is no software platform, AI/ML system, or technical infrastructure disclosed. Revenue is generated through five streams: video game licensing royalties from Activision (the flagship asset, with Tony Hawk's Pro Skater 3+4 released on July 11, 2025), merchandise and licensing (Mattel Hot Wheels Skate toys, Dynacraft wheels, Birdhouse skateboards, Hawk Clothing), direct e-commerce sales, film and media production (900 Films, RIDE Channel on YouTube launched in partnership with Google in 2012, HBO documentary), and the MasterClass online skateboarding course. The company serves skateboarding enthusiasts and action sports fans (primary), online learners (MasterClass), collectors of autographed memorabilia, and video game players. Distribution is both direct (own e-commerce) and via marketplaces and retail (Activision, Walmart, MasterClass platform, Mattel mass retail).

The supporting entity The Skatepark Project (formerly the Tony Hawk Foundation, rebranded in 2018) is a charitable foundation that has awarded over $13 million in grants to more than 660 skatepark projects across the U.S., serving over 17 million annual users. The broader brand also extends into podcasting (Hawk Vs Wolf), skateboarding events (Tony Hawk's Vert Alert, with a 2026 event scheduled), and adjacent endorsement deals (Skullcandy, Qunol supplements, VGAN chocolate, Cameo personalized videos). The company has a very small headcount of 1–10 employees, reflecting its lean licensing-and-outsourced-operations model.

Name

Tony Hawk

Legal name

Tony Hawk Inc.

Website

https://tonyhawk.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

Tony Hawk Inc. is a privately held personal-brand company that licenses the Tony Hawk name across the billion-dollar Pro Skater video game franchise (Activision), Birdhouse Skateboards, Hawk Clothing, signature toys, e-commerce merchandise, and content ventures including MasterClass and RIDE Channel.

Ownership category

akta.pro rank

Headquarters

HQ city

Vista

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Operations, Personnel, Supply Chain, Others

Revenue model

1. Video Game Licensing Royalties: Revenue from the Tony Hawk's Pro Skater video game franchise created in partnership with Activision. The franchise has generated nearly $2 billion in sales, with new titles like Tony Hawk's Pro Skater 3+4 released in 2025.
2. Merchandise and Licensing: Revenue from branded merchandise including Hawk Clothing, Tony Hawk Signature Series sporting goods and toys, Hot Wheels Skate toys (Mattel partnership), and Dynacraft wheels. Includes both direct e-commerce sales and third-party retail distribution.
3. E-commerce Store Sales: Direct-to-consumer sales through the official Tony Hawk online store, offering autographed photos, skateboard decks, and limited edition merchandise at various price points ($15-$350).
4. Film and Media Production: Revenue from 900 Films production company, RIDE Channel YouTube content, and participation in documentaries. Tony's autobiography and book publications also contribute to media-related revenue streams.
5. MasterClass Partnership: Tony Hawk teaches skateboarding through MasterClass online platform, generating revenue through course content licensing and viewer subscriptions.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Tony Hawk Inc. is a personal-brand and licensing business built around professional skateboarder Tony Hawk. The company monetizes the Tony Hawk name, likeness, and skateboarding credibility through (a) licensing royalties from the Tony Hawk's Pro Skater video game franchise (Activision, nearly $2 billion cumulative sales), (b) branded skateboarding merchandise and autographed memorabilia sold direct-to-consumer via its official online store, (c) sub-brand products including Birdhouse Skateboards, Hawk Clothing, and the Tony Hawk Signature Series of toys and sporting goods (distributed via Mattel, Dynacraft, and Walmart), and (d) media and content through 900 Films, the RIDE Channel YouTube platform, and MasterClass instruction.

Product overview

Tony Hawk operates as a personal brand and entertainment empire centered on skateboarding. The core offerings include the Tony Hawk's Pro Skater video game franchise (a billion-dollar series with nearly $2 billion in sales, now releasing Tony Hawk's Pro Skater 3+4), physical merchandise through an official store (autographed photos and skateboard decks), and various skateboarding-related businesses including Birdhouse Skateboards, Hawk Clothing, Tony Hawk Signature Series sporting goods and toys. Supporting ventures include 900 Films (film production), RIDE Channel (YouTube skateboarding content), YEPA (brand merchandise), Tony Hawk's Vert Alert (skateboarding events), and the charitable Tony Hawk's Skatepark Project foundation. The brand has partnerships with Activision (games), Hot Wheels Skate (Mattel toys), MasterClass (online skateboarding instruction), and various skateboard component companies.

Differentiator

Problem solved

Functional benefit

Brands

• Birdhouse Skateboards: Skateboard company founded by Tony Hawk
• Hawk Clothing
• 900 Films
• RIDE Channel
• YEPA
• Tony Hawk Signature Series
• Tony Hawk's Pro Skater
• The Skatepark Project

Products and services

• Tony Hawk's Pro Skater Video Game Franchise Video game franchise developed in partnership with Activision, allowing players to control pro skaters and perform tricks; one of the most successful game series in history with nearly $2 billion in cumulative sales, targeted at gamers and skateboarding fans.
• Tony Hawk Official Store (Autographed Merchandise) Direct-to-consumer e-commerce store offering autographed photos, signed skateboard deck pairs, limited-edition prints (e.g., Mystery Skater Photo Recreations at $15-$50, Hawk Vs Wolf Signed Skateboard Deck Pair at $350), and Tony Hawk memorabilia targeted at collectors and fans; ships within USA.
• Tony Hawk MasterClass Skateboarding Course Online skateboarding instruction course taught by Tony Hawk on the MasterClass platform, available to MasterClass subscribers worldwide for skill development at any level.
• Birdhouse Skateboards Tony Hawk's skateboard company producing skateboards and related products under the Birdhouse brand, targeted at skateboarders and action sports consumers.
• Hawk Clothing Children's skate clothing line started by Tony Hawk and his family in 1998, offering apparel for young skateboarders and action sports fans.
• Tony Hawk Signature Series (Hot Wheels Skate toys by Mattel) Signature series of Hot Wheels Skate toy skateboards and sporting goods branded with the Tony Hawk name, manufactured and distributed by Mattel through Walmart and other mass retail channels.

Quantifiable outcome

• Tony Hawk video game franchise generated nearly $2 billion in sales
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered flagship, core and minor.

• ActivisionflagshipStrategic or Co-development Partner · 11 July 2025Activision is the video game publisher for the Tony Hawk's Pro Skater franchise. The partnership began in 1999 and has produced one of the most successful game franchises in history. A new game, Tony Hawk's Pro Skater 3+4, was released on July 11, 2025.
• Birdhouse SkateboardscoreStrategic or Co-development PartnerTony Hawk founded Birdhouse Skateboards, which grew into one of the biggest and best-known skate companies in the world. The company produces skateboards and related products under Tony Hawk's direction.
• Mattel (Hot Wheels Skate)coreOEM/ Whitelabel/ Licensing PartnerMattel produces Hot Wheels Skate toys under Tony Hawk's brand, leveraging the iconic Hot Wheels brand with Tony Hawk's skateboarding expertise. Products are available at Walmart.
• Dynacraft WheelsminorOEM/ Whitelabel/ Licensing PartnerDynacraft manufactures Tony Hawk branded wheels and skate products as part of the Tony Hawk Signature Series.
• MasterClasscoreStrategic or Co-development PartnerTony Hawk teaches skateboarding on MasterClass, one of the world's leading online learning platforms, providing premium instruction content to global subscribers.
• SkullcandyminorGTM or Marketing PartnerSkullcandy is an audio equipment brand that partners with Tony Hawk, combining action sports culture with audio products.
• 900 FilmscoreStrategic or Co-development Partner900 Films is Tony Hawk's film production company that launched RIDE Channel on YouTube in 2012 in partnership with Google. The company produces skateboarding documentaries and content.
• Google/YouTubecoreStrategic or Co-development PartnerIn 2012, Tony Hawk's 900 Films launched RIDE Channel on YouTube in partnership with Google, creating the world's most popular skateboarding video platform.
• The Skatepark ProjectflagshipStrategic or Co-development PartnerFormerly the Tony Hawk Foundation, The Skatepark Project has awarded over $13 million in grants to over 660 skatepark projects throughout the United States, benefiting over 17 million annual users.
• CameominorGTM or Marketing PartnerCameo video message platform partners with Tony Hawk to provide personalized video messages from the legendary skateboarder.
• VGANminorGTM or Marketing PartnerVGAN produces Tony Hawk's My Choice vegan chocolate with salty almonds, featuring the Tony Hawk brand on their product packaging.
• QunolminorGTM or Marketing PartnerQunol is a supplement brand that partners with Tony Hawk, combining health/wellness positioning with the Tony Hawk brand.
• HBOcoreStrategic or Co-development PartnerHBO produced the documentary 'Tony Hawk: Until The Wheels Fall Off' by award-winning filmmaker Sam Jones, providing premium biographical content.

Scale indicators5 records

Others

• Mattel: Mattel is the toy giant that produces Hot Wheels Skate products under Tony Hawk's brand and distributes via Walmart. As the master toy/license partner, it captures the toy-retail layer of Tony Hawk Inc.'s licensing stack and is the strategic counterpart in consumer products.

Direct peers

• Powell Peralta: Powell Peralta is an iconic skateboard company that was Tony Hawk's primary sponsor in the late 1980s and remains a peer in skateboard hardware/apparel with a similar pro-skeater driven brand identity. Comparable pro-skeater-rooted licensing and direct-to-consumer retail motion.
• Girl Skateboards: Girl Skateboards is a long-standing, pro-skeater-founded skateboard hardware brand with a comparable premium street/vert identity. Competes with Birdhouse for deck sales, team sponsorships, and action-sports lifestyle mindshare.
• Travis Pastrana / Nitro Circus: Travis Pastrana is a legendary action sports athlete whose Nitro Circus brand operates live event tours, video content, merchandise, and licensing deals. Highly comparable celebrity-action-sports business model spanning events, content, and consumer products.
• Plan B Skateboards: Plan B is an established skateboard hardware brand built around pro-skeater endorsement (Mike Ternasky legacy, current pros). Competes directly with Birdhouse Skateboards in core deck/wheel/hardware SKUs and serves the same action sports retail channel.
• Element Skateboards: Element is a major skateboard hardware and apparel brand with a similar pro-skeater driven identity and global licensing/retail footprint. It competes head-to-head with Birdhouse Skateboards (a Tony Hawk subsidiary) and shares the action sports lifestyle target customer.
• Rob Dyrdek / Dyrdek Machine: Rob Dyrdek is a legendary professional skateboarder who built an entrepreneur-led brand empire around his name — multiple TV shows, product ventures, and licensing deals. Closest comparable in business model: celebrity-skeater personal brand converted into diversified business entities.

Emerging players

• Shaun White: Shaun White is a legendary Olympic snowboarder with branded apparel (Whitespace) and active event/business ventures. Comparable elite action-sports figure leveraging personal brand into licensing and product businesses, though at smaller scale than Tony Hawk.

Broad incumbents

• Nike SB: Nike SB is Nike's dedicated skateboarding footwear, apparel, and accessories line, serving the same pro-skeater endorsement model at global scale. Broad incumbent with overlapping action-sports consumer base.
• Vans: Vans is the dominant skateboarding footwear and lifestyle brand (owned by VF Corporation) with global retail and wholesale scale far beyond Tony Hawk Inc. Overlaps heavily in target customer and licensing/brand-equity angle but at vastly greater scale.

Market position

Strengths5 records

Weaknesses5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/RIDEChannel
• Xx.com/tonyhawk
• Facebookfacebook.com/TonyHawk
• LinkedInlinkedin.com/company/tony-hawk-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tony Hawk