It’s not often that a pro skater opens up about the behind-the-scenes realities of trying to run a brand while still skating full-time, but Evan Smith laid it all out in a recent interview with Jenkem. And he didn’t sugarcoat it.
When asked directly why his board brand, Umaverse, came to an end, Evan gave a response that was both honest and kind of poetic:
"Uma has passed away… Deepest regards for such a beautiful brand."
READ HERE: Pro Skateboarder Evan Smith’s Umaverse Skateboard Brand Shuts Down
He went on to say something that probably hits home for a lot of skaters who’ve tried to do it all:
"The reality of running a skate brand and also being a pro skater is not realistic at all."
That line right there - "not realistic at all" - is something that stands out. In an era where everyone seems to be juggling five different roles, Evan’s clarity cuts through.
He admitted that even trying to manage basics like finding his own stickers is a challenge:
"I tried to be a team manager, but I can’t even fucking figure out where my stickers are to put on my board. Let alone reel in Maite, Cold Dawg and Roman."
It’s not bitterness. It’s just honesty.
Evan also acknowledged that the brand had reached a point where it didn’t make sense to keep going:
"I’d say the brand had tapped out. We went in a direction that wasn’t working and that’s okay."
But it’s clear he doesn’t see it as a failure. There’s a lot of love and pride in how he talks about what Uma did manage to accomplish:
"We did punch a hole in the sky. Starting it with Thomas Campbell and working with Nathaniel Russell was a dream. I’m such a big fan of those dudes and their work. Shout out Jon Miner and Thomas Campbell for the 16mm film."
That "hole in the sky" line might not make the rounds like a press-ready quote, but it shows just how meaningful the project was to him. It wasn’t about trying to compete with the biggest names or chase trends. It was about art, skating, and trying something that felt different.
And yeah, it didn’t work out long-term but it meant something. And that counts.
For fans of Uma, it’s a bittersweet farewell. But for Evan, it sounds like it’s just a chapter that closed so he can focus on what he’s best at: skating and staying true to whatever direction he feels most connected to.
No PR speak. No brand jargon. Just Evan, being Evan.