Selling action sports equipment and accessories is an “extreme” challenge

By Melissa Sepos

A compelling part of the catalog is the photography. Sprinkled throughout are shots of famous skateboarders and photo series showing popular skate tricks. Typically done in black and white, most shots are from the collection of longtime skateboard photographer Pete Thompson.

Bustin’ Copy

Here is where the catalog puts itself in a separate category from its competitors. The copy has a brassy tone that mimics the language of skateboarders. It is funny, self-effacing and real.