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Infinity Skateshop nails what a skate shop should be: a place to buy boards, trucks, wheels and skate shoes, yes, but also, and more important, a place for kids (of the child and adult variety) to meet and mingle with other skaters. Should you venture to south county and step inside the nondescript strip-mall shop, you're likely to leave with a shiny new board, even if you've never stepped foot on one before. The shop's brimming with a sense of community, nostalgia and humanity. You'll want... More »
Skateboarding came perilously close to going mainstream for a minute there. Businessmen saw dollar signs in them thar X Games, and suddenly you could find "skateboarding shoes" at Target and skateboards at [Generic]'s Big-Box Sporting Goods; seemingly every department store young men's section had hooded sweatshirts with "Skate This" or "Grind That" or "Skate Rock Tickle Party" emblazoned across the front. And semi-quietly, Infinity Skate Shop soldiered on. Yeah, you can buy shoes there, and... More »
Skate rats don't care about gimmicky watches and sunglasses, snowboards, fashionable clothing or the latest shoes in a bazillion different colors. They simply want to get what they need without having to deal with 40-year-old geezers and non-skating teenage girls trying to peddle shit they know nothing about. For six years Jason Ebenrick's Infinity Skateshop has catered to the core market. Ebenrick loves skateboarding for skateboarding's sake, and it shows. More »
It's a well-known scientific fact that skaters are genetically opposed to marketing. So how does an enterprising pair of skaters get the word out about their shop? "It's mainly word of mouth," says 25-year-old Infinity Skate Shop co-owner Jason Ebenrick. "If they hear about you on the radio, they think you're a sellout. You lose your cred." And so through sponsoring events, promotions and the unlikely skater grapevine, the owners of Infinity have been grinding out a living for the past five... More »
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