Tony Hawk’s Blueprint for Staying Relevant
Tony Hawk once had to step in on a commercial shoot and tell the director what to do.
The production was bloated and slow. Too many people on set. Too many opinions. The shot list was running behind. Tony knew one key trick shot needed to be filmed.
So he said it straight: “This has to be in there.”
They shot it. It made the final cut. It became the centerpiece of the campaign.
That story is not just about skateboarding. It is a sharp reminder that relevance is not built on titles or appearances. It is built on instinct, experience, and showing up with confidence.
Why This Matters
Tony Hawk has remained relevant across four decades. His brand spans video games, apparel, philanthropy, and global culture. He is still skating. Still speaking. Still creating.
Now, as co-founder and chairman of the board at D/Cal, a new kind of creative agency, Tony brings that same instinct and clarity to advertising.
Here is what you can take from his mindset:
Passion is your most sustainable advantage
Relevance comes from consistency, not chasing trends
Your career can evolve without abandoning your identity
1. Passion Is the Long Game
When skateboarding hit a cultural low in the early 1990s, Tony never stopped.
“I would just do it regardless of getting paid for it or not,” he said.
He edited skate videos. He consulted on commercials. He became a stunt double for younger skaters. He stayed close to what he loved, even when it was no longer popular.
This passion created opportunities. It also built credibility that stuck with him for decades.
Takeaway: Build your brand on something you would do even without the paycheck.
2. Authenticity Comes From Action
Tony’s brand is still rooted in skateboarding. He is not trying to perform authenticity. He lives it.
“The reason I am able to still be considered relevant is I walk the walk. I’m still skating.”
His consistency has earned him the trust of brands, fans, and now clients at D/CAL.
Takeaway: Cultural relevance is not built in slides or strategy decks. It comes from showing up and being in it every day.
3. Evolve Your Role, Not Your Identity
In his twenties, Tony was already being passed over for ad campaigns as “too old” to be the lead skater. So he pivoted.
He became a creative consultant. He directed camera angles. He served as a stand-in and helped bring the authenticity agencies were looking for.
He did not quit. He adapted.
Takeaway: You can grow without changing who you are. Learn new roles. Add new skills. Stay close to your purpose.
Final Thought
Tony Hawk’s brand has lasted because he stayed close to what made him. He moved with culture instead of fighting it. He kept skating. He kept evolving. He kept showing up.
This is your blueprint too. Whether you are a creative, strategist, or builder, you do not need a reinvention. You need clarity, consistency, and curiosity.
Want More? Listen to the Full Episode
🎧 Hear the full episode of the Breaking and Entering Advertising Podcast featuring Tony Hawk and Adam Wilson of D/CAL.
In the episode:
Why D/CAL builds strategy around subcultures, not demographics
The story behind the agency’s launch (including the press release that started it all)
What Tony has learned from being talent, client, and now agency leader
How the D/CAL team uses real cultural insight to write better briefs
Why creators are now the competition for brands
👉 Listen now on Spotify, Apple Podcasts, or your favorite platform.
🔗 Spotify: https://open.spotify.com/episode/2ehSVDqstqAXWROYaJpa8c
🔗 Apple: https://podcasts.apple.com/us/podcast/tony-hawk-adam-wilson-talking-ads/id1506434104?i=1000704695887&l=zh-Hant-TW
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