Fly like a Bird

Whether you're a die-hard fan, have never watched a second in your life, or even live under a rock, when it comes to skateboarding, one name always comes to mind: Tony Hawk.

Tony Hawk iconic status is a true testament to not only his success in the action sport but also his business influence on pop culture.

Table of Contents

• Who is Tony Hawk?

• What is Tony Hawk’s Net Worth?

• Tony Hawk’s Business Ventures

  • BirdHouse

  • Tony Hawk’s Pro Skater

  • 900 Films

  • Personal Branding

    • Subpoint

• The Success Strategies of Tony Hawk

• The Bottom Line

Who is Tony Hawk?

Tony Hawk, also known as the Birdman, was born in 1968 in sunny San Diego, California. 

His journey into the world of skateboarding began at the age of 9 when his brother gifted him his very first skateboard. But Tony wasn't an instant success story

It was his first major injury, a concussion, that solidified Tony’s passion for skating.

Tony’s father began to recognize his son’s unique talent and founded a body to support Tony and his misfit friends, which would later evolve into the National Skateboarding Association. 

With the support of his family behind him, Tony began winning amateur skate contests across California by the age of 12.

And by 14, he had turned professional.

But by 16, Tony was widely regarded as the greatest skateboarder in the world.

Tony’s quick rise to success brought him more money than any kid could dream, allowing him to purchase his own home at just 17 years old.

Unfortunately, his rise was nearly as quick as his fall. 

In the late 80’s into the 90’s, skateboarding’s image turned negative and the sport’s popularity fell, bringing Tony along with it.

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Tony went from earning a six-figure income to being forced into taking skate demo jobs for $100 per day.

At one point, Hawk was surviving on a daily budget of $5/day at Taco Bell.

His fortune turned when skateboarding got revitalized with the inception of the X Games in 1995 with Tony becoming the frontman for mainstream skateboarding.

It was the 1999 X Games that changed Tony’s life as he knew it, achieving the first ever 900 (2.5 revolution aerial spin in a half-pipe).

This was the defining moment that propelled him from a $5 per day budget into conversations with names like Michael Jordan and Tiger Woods.

Tony had solidified himself as an icon in the world of sports.

After the 1999 X Games, Tony found himself with opportunities getting thrown at him from every direction, even continuing after his retirement in 2003.

What is Tony Hawk’s Net Worth?

During his teenage years as a member of the Bones Brigade skateboard team, Tony found himself earning a modest six-figure income—an experience he later described as toxic for someone at that age.

When skateboarding’s popularity took a nosedive in the 80’s, Tony’s fortune dove with it, plummeting from a comfortable income to borderline poverty.

Fortunately, with the resurgence of skateboarding in the mid-1990s, BirdHouse, Tony’s skate team, would serve as a platform for him to build a skating brand around.

Shortly after, in late 1997, Tony started his own clothing brand, which quickly soared to $1 million in revenue before being acquired by QuickSilver in 1999–Tony’s first major success as an entrepreneur.

Following his historic 900 in 1999, Tony’s newfound fame attracted a slew of endorsement deals from major brands like Mountain Dew, McDonalds, Jeep, and ESPN. Although exact figures remain undisclosed, reports state these were lucrative contracts.

Tony struck gold when he made a deal with Activision for his own video game franchise. 

Tony Hawk Pro Skater continues to retain the title of Best Selling Action Sports Franchise over 2 decades after its initial release in 1999, and is estimated to have earned him $140 million as of 2024.

Today, Tony channels a significant portion of his wealth into philanthropic endeavors while also serving as a prominent investor in various companies. 

A tech industry enthusiast, Tony supports promising startups like Docusign and Nest, the latter being acquired by Google in 2014 for $3.2 billion.

Outside of tech, Tony has diversified his portfolio into the hospitality industry, with a stake in GuacAmigos, a popular Los Angeles restaurant, Tony was an early investor in the Blue Bottle Coffee, which was acquired by Nestle in 2017 for $500 million.

Even two decades after his retirement from professional skateboarding, Tony Hawk remains a relevant and influential figure, continuously expanding his net worth through strategic investments and entrepreneurial ventures.

Tony Hawk’s Business Ventures

Tony’s ventures into the business world didn’t fully blossom until he was nearing the end of his career.

Despite the late timing, Tony emergened not only as the face of skateboarding, but also one of the most successful athlete-entrepreneurs in history.

BirdHouse

BirdHouse serves as both Tony’s skate team and his first crack at building a brand.

Founded with fellow skater Per Welinder in 1992, the duo had a unified vision: cultivate a brand that embodied the spirit of skateboarding and breathed life into the sport. 

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With Tony at the forefront, BirdHouse played a pivotal role in elevating skateboarding from a niche hobby to a mainstream phenomenon.

Bet on Yourself

Starting BirdHouse was a gamble, especially while the skateboarding industry was in a decline. The two founders took a risk, unsure if the sport would ever bounce back. 

They not only had to believe in his brand but also in the resurgence of the sport itself. 

The team started by focusing on selling merchandise like decks, apparel, and accessories over the phone to local shops.

This marked the beginning of the end of Tony’s $100 per day skate demos. 

As the team expanded, so did the popularity of skateboarding. Just two years before his retirement, BirdHouse reportedly achieved $25 million in lifetime revenue. 

Despite the challenges, founding BirdHouse proved to be a pivotal moment in Tony's career, providing him with the platform to achieve the success he enjoys today. 

The team continues to compete and sell merchandise, with Tony's son, Riley Hawk, even joining the team at one point.

Tony Hawk’s Pro Skater

The Tony Hawk video games revolutionized the gaming industry with the inception of the action sports genre and pioneering the concept of personally branded video games. 

The game franchise also changed Tony’s life.

Like skating, gaming was still quite niche at the time, yet to break into mainstream culture as we see it today. 

With his name and face prominently featured on the cover the game was set to be released in English speaking countries across the globe in 1999.

The Tony Hawk Pro Skater series, with over 20 launches to date, has generated an estimated $140 million for Tony, cementing him as the name synonymous with skateboarding.

Hands On

Tony was involved every step of the way through the development process of the Pilot title, actively testing and providing feedback on playable versions Activision would give him. 

It was clear the developers were not completely in-the-know in skateboarding culture, and with his name on the cover, Tony felt a personal responsibility to ensure the game authentically represented his sport.

He insisted on incorporating real-life pros, genuine skating apparel, and authentic venues. But most important of all, Tony made sure the tricks featured in the game were true to life. 

He understood the pivotal role the game would play in shaping his brand, and drawing from his own passion for video games, Tony aimed to create an experience that truly captured the essence of skateboarding.

Know Your Worth

Tony's negotiation with video game publisher Activision stands as the best business decision he has made to date. 

Activision initially offered $500,000 for the rights to his name and image for the Tony Hawk Pro Skater franchise.

But Tony had a different idea. 

Rather than agreeing to a one-time payout, he negotiated a royalty, granting him a percentage of all sales in perpetuity. 

This was risky–Tony’s manager at the time even advised him against a royalty. After all, the game was the first of its kind.

The first game alone sold 7 million copies in its first two years, generating 10 times what he was initially offered. 

With over 20 releases to date, Tony has earned an estimated $140 million in royalties, nearly 280 times greater than the initial offer.

900 Films

In 1999, Tony established a video production company named after his groundbreaking achievement: 900 Films. 

Originally created to capture and produce online skateboarding content, the studio has since expanded its scope to encompass action sports films, television productions, commercials, and various digital media endeavors.

Today, 900 Films is the creative force behind projects like the RIDE YouTube Channel and numerous skateboarding-themed advertisements.

Redefine the Norm

Tony Hawk understood the power of going viral long before the rest of the world.

Tony first got the idea from creating one of the first action sports videos in 1984 with Powell Peralta's Bones Brigade Video Show, where the team would film themselves doing tricks around Los Angeles. 

900 Films has since leveraged viral marketing strategies through film to amplify his brand’s visibility, redefining the norm for not only the industry, but the world. 

His most viral stunt? He captured the attention of the entire United States in 2009 while skateboarding and performing stunts inside the White House during President Obama's tenure.

Another example of his genius marketing came to be when he hid a skateboard and tweeted the location in 2008. The now annual tradition became a global scavenger hunt, hiding 100 gifts scattered throughout the world. 

Hawk's innovative strategies set him apart in the beginning of the digital age, and he continues to stay with the times, coming up with ways to continue to expand his personal brand.

As a matter of fact, in 2016, Tony performed another 900… at 48 years old! The video has since racked up close to 13 million views.

Here are some of his most viral tweets:

Personal Branding

In 1995, Tony Hawk's sister, Pat, made a pivotal career shift when she got pregnant. 

As Tony's fame skyrocketed, Pat decided to quit her career in music management to support her brother in capitalizing on his growing brand presence. 

Together, they founded Tony Hawk, Inc. in 1997, laying the foundation for the multifaceted enterprise that would later include 900 Films as its production arm. 

Drawing on her expertise from the music industry, Pat played a crucial role in securing opportunities for Tony.

Today, as the COO of Tony Hawk, Inc., Pat continues to serve as Tony's manager, marking three decades the two have been in business together.

Face the Criticism

Tony Hawk stands as one of the first to realize the potential of a personal brand, leveraging his own to establish himself as a formidable force in business.

But it was not without controversy at times.

After being labeled a “sellout” for his endorsement deal with Bagel Bites since fans did not understand what it had to do with skateboarding, Tony had to defend his brand because he genuinely enjoys the product, even reconnecting with the brand again in 2019–17 years later!

He was again under fire when his partnership unfolded with McDonalds, weathering backlash again about the connection to his brand. Again, Tony had to come out and inform the world he took his kids there once a week.

Despite facing criticism, Tony stayed true to himself, only endorsing products he genuinely used and believed in. 

His authenticity continues to shine through his social media presence, emitting a sense of trustworthiness and integrity that has endured to today.

Double Down

If there’s one thing Tony clearly understands, it’s the correct way to build an authentic and trustworthy personal brand.

And this expertise has opened up new avenues of opportunity for him.

In 2019, Tony made a strategic move to establish D/Cal Marketing and Ad Agency. 

Named after the locations where his wife and he were raised—Detroit and California—this agency specializes in brand consulting, offering clients a fresh perspective on brand development.

D/Cal distinguishes itself by stepping away from the conventional agency model, striving to foster a more personalized client experience.

While Tony's legacy may be rooted in skateboarding, his venture into brand consulting showcases his ability to capitalize on his multifaceted skill set.

The Success Strategies of Tony Hawk

1. Double Down on Your Strengths: Tony capitalizes on his expertise in skateboarding and has established himself as the top of his industry.

2. Bet on Yourself: Throughout his career, Tony has bet on his own potential and committed wholeheartedly to all his endeavors, achieving remarkable success.

3. Innovate Your Marketing: Tony’s innovative approach to marketing set him apart in a crowded landscape. He embraced emerging mediums like viral videos and video games to capture the attention of audiences in new and engaging ways.

4. Understand Market Psychology: Tony is a marketing genius because he understands how to reach his audience.

5. Authenticity Matters: Tony’s authenticity shines through every facet of the Tony Hawk brand, allowing him to build a genuine connection with his audience.

The Bottom Line

Despite the money and fame, Tony has remained unwaveringly authentic for decades.

He built an empire on pursuing what he loves and used that platform to grow into the brand we see today, a testament to what decades of focus and hard work can do.

He bet on himself from the beginning, even at times where so-called experts advised him not to, and transcended into a house-hold name synonymous with the sport of skateboarding.

Tony knows himself, and his brand reflects that.