If you’re a fan of Paul Rodriguez, you’ve no doubt seen his gold-colored skateboards in recent competitions and skate footage. Unbeknownst to P-Rod, the gold motif would mark the beginning of a new era in his life: the birth of Primitive Skateboarding. “To create my own board brand and have a chance to be a part of skateboarding beyond just being a pro skater is a dream come true,” Rodriguez said. “I’m excited and proud to announce the arrival of Primitive Skateboarding and introduce our amazingly talented team riders, Nick Tucker and Carlos Ribeiro.” Although the roster may seem short at the moment, Primitive plans on cherry picking some of the sports greatest “hopefully without pissing off too many people.” For more information on the newly launched brand peep the latest installments of Trajectory down below.

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