When people hear the name Guess the first things that usually come to mind are fashion campaigns, denim ads from the nineties, or the fact that the brand has stores all over the world.
What is not usually the first thought is skateboarding. That is changing quickly because Guess has entered skateboarding with professional skateboarder Alex Midler in the middle of it.
Midler has been putting in real work in the streets. He has the kind of style and consistency that makes people pay attention whenever new clips drop. He also skates hard, which means his clothes take a real beating.
According to reports, Guess jeans are part of his setup. The connection makes sense because skaters need denim that holds up to pavement, rails, and heavy falls. It is not only about fashion but about your fit that survives the kind of punishment only skateboarding can deliver.
This direction for Guess is not random. Authentic Brands Group (ABG) just bought majority ownership of the Guess intellectual property.
ABG is the company that also owns Element Skateboards, DC Shoes, Airwalk, Volcom and other global names that connect directly with surf and skate lifestyles.
By bringing Guess into that family, ABG is giving the denim brand an entry point into skateboarding that feels natural.
Sponsoring Midler shows the brand is serious. It is more than a campaign or a seasonal collection. It is about proving that their jeans belong in the skate world where every fall and every grind tests the product.
ABG understands this formula because it already manages so many labels that live inside surf and skate culture. Now Guess joins that lineup with a chance to merge heritage denim with real street credibility. That combination gives Guess a stronger connection to young people who want style that actually works on a board.