AN INTERVIEW WITH SOLE TECH'S PIERRE-ANDRÉ SENIZERGUES

Exclusive interview with skateboarding icon Pierre-André Senizergues: Reflecting on his career, his companies and what it takes to make it in the skate footwear industry.

Pierre Andre Senizergues is a renowned ex-professional skateboarder, entrepreneur, and designer. He has been amongst the most influential figures in the skateboarding industry for over three decades and his company, Sole Technology, has become a global leader in the skate shoe market. Beyond skateboarding and fashion, Senizergues is also a sustainability advocate, using his platform to promote eco-friendly practices in his business and personal life. In this interview, we'll dive into Senizergues' experiences and perspectives on his multifaceted career and his ongoing efforts to make a positive impact on the world.

Hi Pierre-André. Let's start with the beginning. How, when and where did you first get into skateboarding? I started skating when I was 15 while I was living in a suburb of Paris. I loved skating with my friends in the streets, but my dream was always to come to California as is saw it as the Mecca of skateboarding. You have been a professional skateboarder prior to starting your own business. How long were you a pro skater and what were your sponsors? I became a pro in 1985 after being discovered on the boardwalk in Venice Beach. The team manager, Steve Rocco at Sims saw me doing tricks for people and he asked me to join their team. I was a pro for a few years and traveled around the world sponsored by Sims, Vision, Tracker Trucks, East Pack, Swatch and etnies.

You are originally from France. Did you move to the USA before or after starting Sole-Tech? I moved to Los Angeles in 1985, after quitting my job as an engineer for IBM. Living out of my car for six months, I worked hard and took my sponsorships very seriously inventing tricks no one had seen from the skateboarding scene. Ultimately, that hard work paid off and I went on to become a world champion. I brought etnies to the United States in 1988 and later formed Sole Technology once we launched our other brands, éS and Emerica.

What inspired you to transition from a professional skateboarder to a successful entrepreneur in the footwear industry? In short, I had a need when I was skating – a shoe that lasted longer, absorbed more impact and had the best grip possible. So, we created it. To provide more background, because etnies was small, straight from the start, I saw how much input that I had in shaping the brand as a sponsored pro rider. I launched the brand in the US, which is when it really took off. However, I was part of its history almost from day one. It’s been incredible. etnies was established in 1986, and was the first skateboarder-owned and operated global action sports footwear and apparel company. In the early days in France, the skate community was very small and we were like a tribe that skated together. The name etnies comes from the word “ethnic” which was inspired by our tribe of skateboarders in Paris. From the beginning, etnies approached things from a skate perspective as we were the only footwear company that came from skateboarders for skateboarders. We created the first pro model skate shoe, and we’ve pioneered technological advances that have changed the face of skateboard footwear forever. We took that commitment for technological innovation a step further by creating the Sole Technology Institute, which was the first and only biomechanics lab dedicated to studying the impacts of skateboarding on the body. Today, we remain a leading action sports company committed to creating products that provide the most style, comfort and protection possible.

What led you to start Sole Technology? When I was designing etnies, I realized that there were skaters who wanted different aesthetics. For example, Jamie Thomas was more interested in a rocker look to his shoes that were black with a different shape. But, on the other hand, Sal Barbier wanted something that was more athletic. That’s when we started creating different brands. We kept etnies with a more balanced style that wasn’t too rocker or too athletic. We looked at who we had on our etnies team and we started figuring out which brands they would best align with, so we moved Eric Koston and Sal Barbier to éS because their style fit more of that profile – same with Chad Muska and Tom Penny. And, with Emerica, we had Jamie Thomas, Andrew Reynolds and Ed Templeton. It made a lot of sense and ultimately, the expansion into other brands helped grow the skate footwear industry by providing different choices for skaters. Outside of skate footwear, Sole Technology also founded and operates Altamont and ThirtyTwo.

How does it feel to be one of the few successful skaters-owned shoe brands left in the business? It’s not always easy, there’s responsibility that comes with it. But, that is driven by a deep passion to make the best shoes possible and a deep commitment to authenticity.

What do you see as Sole Technology's biggest accomplishment thus far, and what goals does the company have for the future? As I reflect on the last 40 years, I can see how our brands have shaped what the industry is today. We’ve delivered the best quality skate shoes with a solid design aesthetic. Right now, with the 90’s mid-puff trend, it’s been great to see how we created the early mid-puff shoes and how much people are loving them still today. Not only has our work pioneered the industry, but it has also shaped skate culture. We know that we’ve played a big role in all of it and remain committed to the future. Can you share a particularly challenging obstacle Sole Technology has faced, and how the company overcame it? The big corporate brands coming into the market right before the Great Recession and buying out a lot of our riders. That was very difficult, but we stayed true to who we are. Today, we still have some of the best skaters in the world. I’m proud of who represents our brands like Braden Hoban, Leo Romero Spanky and Figgy with Emerica; on etnies we have Aurelien Giraud who is a world champion and number one ranking for the Olympics, Andy Anderson (shout out to Canada) and Chris Joslin…plus we’ve had Ryan Sheckler since the beginning of his career. A lot of skaters are coming back to eS like Tom Penny and and Chad Muska releasing some of their 90s legendary styles. Of course, I’m not able to mention all of the incredible riders we have on our brands, but I’m proud to work with each one of them.

How has Sole Technology incorporated sustainability into its business practices? My goal is to leave the right footprint with Sole Technology. We’ve become a leader through the intelligence and hard work of our team of people. To date, we have employed several environmentally friendly initiatives; highlights include the installation of an extensive solar panel system, corporate-wide recycling efforts, water-free urinals and dual flush systems to reduce water usage. Way back in 2008, the company conducted an eco-audit, looking at every angle with a strong focus on our production practices, water usage, waste and consumption and carbon emissions, setting the precedent to becoming a carbon neutral company, which was achieved before our goal of 2020. We’re proud of our sustainability work, not just in our operations, but in our Buy a Shoe. Plant a Tree. initiative, which was launched in 2011 and has successfully planted more than 2 million trees and counting in Costa Rica, Brazil and Africa. Can you discuss any exciting upcoming projects or collaborations that Sole Technology has in the works? One of our strongest collaborations that we maintain is etnies’ collaboration with Michelin, which delivers upon our promise to make the best skate shoes possible – our Michelin shoes last 5x longer than any skate shoe on the market. We’re also collaborating with Santa Cruz and Bones, so keep an eye out for some good things ahead. I mentioned before, but éS is bringing back an iconic shoe with Chad Muska. We continue to invest in our partnership with the city of Lake Forest with our etnies Skatepark, which still remains one of the best skateparks in the world. What advice would you give to aspiring entrepreneurs in the footwear industry? Be ready to work days and night. Have a deep passion. Never lose your integrity and authenticity. Surround yourself with like-minded people. And, go for it!

Thank you Pierre-André!