Steve Douglas, Analog clothing’s new general manager, has accomplished more during his 30+ years than most people have in an entire lifetime. A skate shop kid turned pro skater turned founder of seven highly successful skate industry companies, Steve has profoundly impacted the skateboard industry as we know it today.
And now, Steve is taking charge at Analog, the progressive board sports company that is part of the Burton family of brands. At Analog, Steve’s job will be to further develop and implement a vision for the new clothing brand, build a strong team of internal employees and board sports athletes and lead Analog to new and core audiences, expanded distribution and long-term growth. Steve, along with the rest of the Analog crew, will be based in the company’s new Irvine, California office opening in mid-June.
“I’m excited to be a part of a great team of individuals and take on this new challenge,” says Steve Douglas, co-founder and former president of Giant Skateboard Distribution and 411 Video Magazine. “An organization like Burton gives me the right platform to create a truly global clothing brand.”
Steve’s past accomplishments have more than prepared him to grow Analog into a highly respected clothing line for skaters, snowboarders and surfers. Steve’s skateboarding legacy begins in London where he first started skating at age ten. After winning every contest he entered under the age of 16, Steve moved to the US where he turned pro for Schmitt Stix, Independent, Quicksilver and Vans shoes. In 1990, he co-founded New Deal Skateboard products in the US. At the same time, he co-founded NDUK (New Deal UK) in the UK, which has since grown into one of the largest and most successful skateboard hardgoods and softgoods distributors in the world. Under the New Deal brand name, Steve also pioneered skate clothing in the early nineties. Steve then went on to co-found Element Skateboards in 1992. Shortly after, he started Giant Skateboard Distribution, a distribution umbrella under which he created several other successful brands, including 411 Video Magazine and Destructo Trucks.
Steve didn’t stop at starting new companies; he saw the potential in existing skate industry brands as well. He helped restructure Black Label skateboards in the late nineties, taking the brand from running out of a garage to becoming a top player in the industry. He also took over the landmark CKY video series with Bam Margera before pop culture fully embraced MTV’s Jackass and Viva la Bam.
“Steve has lived, breathed and influenced the skate culture for over two decades,” says Laurent Potdevin, president of Burton. “He’s been a pro skater, founded skate companies on two continents, knows all the major players in the industry, attended trade shows since 1987 and has earned tremendous respect in his realm. Steve is exactly what Analog needs – someone who passionately understands and lives the board sports culture and has ample experience in creating, building and growing brands within the industry.”