Pro skater Paul Rodriguez started Primitive Skateboarding, and all the core heads are still rocking with the brand to this day.
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In 2008, Primitive was only a shop and eventually grew into a $20 million skate and apparel company, with collaborations ranging from Dragon Ball Z and WWE to Megadeth and more.
In a new interview with Shopify Masters, P Rod explains how a gold spray paint experiment led to 500 limited boards selling out in just two minutes.
That moment convinced him to turn Primitive into a full skate brand.
He also talks about the mindset he carried from skating into business, including staying focused on the present while thinking years ahead.
P Rod explains why he chose not to build the company around his own name and how that decision helped Primitive grow beyond him.
We won't spoil the good stuff, so you better watch the full interview below to learn more.