Paul Rodriguez launches new skateboard brand

Primitive Skateboarding

P-Rod's first pro model deck from Primitive Skateboarding (left) and a F/S crooks from P-Rod (right).

After floating around without a board sponsor for almost 10 months, pro skateboarder Paul "P-Rod" Rodriguez announced on Thursday the start of his new board brand, Primitive Skateboarding. Rodriguez, 29, will serve as president of the brand, as well as pro team rider. Joining Rodriguez on the Primitive Skateboarding team roster are Nick Tucker and Brazilian Carlos Ribeiro.

Primitive first started in July 2008 as an Encino, Calif.-based skateboard, sneaker and apparel shop opened by Andy Netkin and Jubal Jones, with Rodriguez as a partner, and the brand quickly expanded from retail to manufacturing their own apparel line. The shop and apparel line now employs 25 people and is looking to expand both their retail and warehouse space. This is the brand's first skateboard line.

"We had this warehouse, we had distribution capabilities, we have artists that create product that people like, so it just made sense," Rodriguez said in an interview on The Berrics website. "Through that, Primitive Skateboarding was spawned."

According to Rodriguez, he had no concrete plan of creating his own brand after leaving the Plan B Skateboards team in July 2013. "I was at a point in my career when I wanted to have more ownership of myself," said Rodriguez. "I wanted to be my own boss. Before I even knew what I was going to do, I decided to step away from Plan B without an actual plan. And I figured if I stepped away, that would force me to figure it out and make it happen."

Although Rodriguez has been named president of the brand, he intends to keep his focus on skateboarding. "I'm not in here everyday emailing, calling manufacturers, putting stuff together. I would never get anywhere if I had to do that," he told The Berrics. "I still am just skating, that's what I'm good at. I'm here to represent the brand."

A limited edition run of Rodriguez's Primitive "Gold Eagle" pro model deck went on sale Thursday morning on The Berrics website. The decks sold out within a few hours of the new brand announcement. Primitive Skateboarding products will be available in skate shops worldwide starting May 1.

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