Chocolate Skateboards
Launched in 1994 as an extension of the Girl Distribution family, Chocolate Skateboards wasn’t just a brand—it was a necessary evolution. Born under the creative guidance of Mike Carroll and Rick Howard, Chocolate emerged as both complement and counterpoint to Girl, bringing a deeper spectrum of voices, visuals, and cultural texture to skateboarding’s narrative.
From day one, Chocolate signaled something different. It wasn’t louder—it was sharper. More nuanced. Rooted in the same ethos of skater-run authenticity, but filtered through a lens that celebrated artistry, community, and identity with unmistakable clarity. Their aesthetic leaned vibrant and global, often animated by the work of artists like Evan Hecox, whose stylized cityscapes and character studies gave Chocolate decks an immediate, unmistakable presence.
But Chocolate wasn’t just design-forward—it was built for performance. Each deck, shaped from premium maple wood, carried the kind of detail and durability that pro skaters demanded. It was form meeting function, with nothing phoned in.
The team roster told its own story. Marc Johnson’s technical brilliance. Kenny Anderson’s smooth, effortless style. Chris Roberts’ consistency and charisma. These were skaters who moved differently—not just in how they skated, but in what they represented. Chocolate’s team became a reflection of its values: diverse, progressive, and deeply rooted in the culture.
Through the late ’90s and early 2000s, Chocolate helped define what modern skateboarding could look and feel like. Its contribution to skate video canon—especially alongside Girl—remains vital. Projects like Hot Chocolate didn’t just showcase tricks; they celebrated personalities, built narratives, and captured a time when skateboarding was shifting from subculture to global influence.
Yet, even as the industry expanded, Chocolate never diluted its identity. It leaned deeper into community, hosting events, championing underrepresented voices, and collaborating with artists who saw skateboarding not just as action—but as expression. Its impact extended well beyond decks and clips; it helped shape the very language of skateboarding aesthetics and storytelling.
Today, Chocolate Skateboards remains a cornerstone in the architecture of skate culture. It continues to deliver skateboards, apparel, and collaborations that stay honest to its origins while pushing into new creative territory. Its decks are still among the most visually distinct on the wall, and its team still skates with the kind of style you don’t teach.
Chocolate is more than a brand. It’s a platform, a perspective, and a part of skateboarding’s soul that reminds us: this culture is about more than tricks—it’s about how you move through the world.
Watch Chocolate Skateboard's latest release: Glory Boyz
Chocolate Skateboard's Video Catalogue
History of Chocolate Skateboards
In 1994, when Mike Carroll and Rick Howard launched Chocolate Skateboards, it wasn’t just a business decision—it was a continuation of a movement. As co-founders of Girl Skateboards the year prior, Carroll and Howard had already laid the groundwork for a skater-owned future. But Chocolate was something more specific. It was an invitation. A platform. A response to the need for deeper representation, broader style, and more space to explore the cultural dimensions of skateboarding.
From its inception, Chocolate carried a distinct visual rhythm. Deck graphics weren’t afterthoughts—they were intentional, narrative-driven works of art. Artists like Evan Hecox helped shape the brand’s identity through illustrations that felt cinematic and human, often portraying street-level vignettes and layered typography. It was design that matched the depth of the skating—subtle, smart, unforgettable.
The early team mirrored this spirit. Marc Johnson brought unmatched technical precision. Kenny Anderson arrived with understated style and effortless flow. Chris Roberts balanced innovation with a grounded presence. These weren’t just athletes—they were stylists, storytellers, contributors to a brand that viewed skateboarding as both motion and message.
Chocolate’s early videos—Las Nueve Vidas De Paco and The Chocolate Tour—introduced their team not just as performers, but as personalities. These films didn’t rely solely on trick progression. They elevated the skate video format, weaving in narrative beats, humor, and aesthetics that gave each project a lasting cultural weight. By the time Hot Chocolate dropped, the brand had carved out its own editorial tone—equal parts playfulness and polish, full of charisma and craft.
As the 2000s progressed, Chocolate expanded into apparel and accessories without losing its design integrity. Every piece still carried the brand’s signature voice—graphic-forward, creatively curated, never chasing trends. And while the industry shifted, Chocolate’s core remained intact: a commitment to community, individuality, and a kind of skateboarding that values substance over spectacle.
Today, Chocolate Skateboards stands as a testament to what happens when art and skating are treated as equal disciplines. Its impact is visible not just in the tricks or the decks, but in how it changed the conversation. It helped prove that skateboarding could be stylish without being superficial, inclusive without being diluted, and creative without losing its edge.
Chocolate wasn’t just built to last—it was built to matter. And three decades in, it still does.
Chocolate Skateboard's Team:
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