Paul Rodriguez (skateboarder)

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Paul Rodriguez
Paul Rodriguez, Jr.jpg
Paul Rodriguez on October 11, 2008.
Personal information
Full name Paul Rodriguez III
Born (1984-12-31) December 31, 1984 (age 29)
Tarzana, California, U.S.[1]
Height 5 feet 8.5 inches (1.740 m)
Weight 158 pounds (72 kg)
Sport
Country  United States
Sport Skateboarding

Paul Rodriguez III[1][3] (born December 31, 1984), also known by his nickname P-Rod, is an American professional street skateboarder and actor. Rodriguez has won a total of six medals at the X Games, four of them gold (the current record for the "street" category), with the most recent first place victory occurring in Los Angeles, United States (U.S.) in July 2012.[4]

Early life[edit]

Born in Tarzana, California, U.S.,[5] Rodriguez's nickname was given to him by his classmates when he was around eleven years of age.[6]

In 1996, at twelve years of age, Rodriguez received his first skateboard as a Christmas gift from actor/comedian father Paul Rodriguez;[7] Rodriguez had seen a group of skateboarders at his new school and was immediately fascinated by "how they kept their board to their feet and how they could flip it."[8]

In an interview with skateboard photographer Giovanni Reda, Rodriguez recounted a vivid memory of his early life as the son of a celebrity:

I'll tell you a good story about Mr. T [actor and celebrity, born Laurence Tureaud]. I believe it was 1988, every year there was a Christmas Day parade in Pasadena [California, US]; I was probably about three-and-a-half, four years-old—I loved Mr. T. He had the cartoon out at the time and all that. We're, were there at the banquet before the parade started 'cause my dad brought me to take me in the car to wave at the crowd, or whatever. And, ah, I had to go to the bathroom, my dad was getting interviewed, and, like, I tried to tell him; Mr. T was just standing there, chilling, 'cause they were just talking, and Mr. T goes, "I'll take you". And he throws me up on his shoulders, and I'm sitting up on top of all his gold chains. I remember it perfectly and he fuckin' put me on top of his shoulders and walked me to the bathroom; like, just waited outside for me, and it was sick. Mr. T chauffeured me to [the bathroom].[9]

Rodriguez stated in a July 2013 interview that he slept with new skateboard products as a child due to his passion for skateboarding, and admitted that he slept with his first Street League Skateboarding (SLS) trophy.[10]

Career[edit]

Rodriguez was initially recruited to the team of a local skateboard shop named "One Eighteen", managed by a Andy Netkin, who was 19-years-old at the time, while Rodriguez had just become 14-years-old. As he was too shy at the time, Rodriguez asked a friend to submit his "Sponsor me" video tape to Netkin, who was immediately impressed and asked the friend to bring Rodriguez into the store. Netkin then offered Rodriguez a place on the store team the following day at their first meeting—Netkin explained in 2014 that, at the time, he had a strong sense of Rodriguez's future as a "superstar."[8][11] DNA Skateboards was Rodriguez's first company sponsor and he appeared in the 1999 video Microanalysis.[12]

City Stars[edit]

At the age of sixteen, Rodriguez then rode for City Stars,[6] a company founded by professional skateboarder Kareem Campbell in Los Angeles, U.S.[13] Despite being an amateur at the time, Rodriguez earned the last part in the video Street Cinema, which is an honor typically bestowed to an esteemed professional of the team.[14] Rodriguez explained in 2014 that he was initially opposed to Campbell's use of the Jackson 5 song “I Want You Back” for the first half of his part, as it had been used for Guy Mariano's part in the Blind Skateboards video Video Days, but conceded that at the time he "was oblivious to the statement he [Campbell] was trying to make by choosing that song."[15]

City Stars had planned to release a signature skateboard deck design, featuring Rodriguez's name on the grill of a Mercedes Benz (Rodriguez's first car), but Rodriguez departure from the company resulted in the product's cancellation. Rodriguez explained in February 2013: "I specifically remember that I knew I wanted to quit and I felt like I could at least show enough respect and tell them before they spent all that money to print up my boards. I didn’t want to leave them with a inventory of boards they couldn’t sell so I made sure to quit well before they went into production."[16] In 2014 Rodriguez described his time at the brand as "the most magical," with a team that possessed "enthusiasm and passion" that was "contagious."[15]

Girl[edit]

Rodriguez was featured in Transworld Skateboarding's 2002 video, In Bloom. This video showcased a segment of sponsored, talented skaters who were at the start of their respective careers. Following the video's release, Rodriguez commenced riding for Girl Skateboards and achieved professional status in September 2002.[6][17] Rodriguez explained in a 2013 interview that he was asked to join the Girl team by Eric Koston, who remains his all-time favorite skateboarder as of July 2013, and the moment was the most significant event in his skateboarding career, as it was "the moment that my [Rodriguez's] dream happened."[18]

Rodriguez was sponsored by Girl from the age of seventeen to nineteen, and appears in the Girl Skateboards film Yeah Right. During this period, he shared a house with professional skateboarder and rap artist Jereme Rogers.[10]

In February 2013, Rodriguez identified his debut professional signature skateboard with Girl as his favorite deck graphic of all-time. The deck, released in 2002, featured the original Girl logo, Rodriguez's name (written in English), and the Spanish word "Muchachita", meaning "girl", instead of the usual "Girl" brand name. Rodriguez stated that "That was my first pro board and to have it on a company like Girl was awesome."[16] In April 2013 Rodriguez explained that he "loved" his time with the Girl company and, prior to receiving contact from Danny Way—who asked him to join the relaunched Plan B company—he considered Girl a lifelong sponsor.[8]

Plan B[edit]

Following Girl, Rodriguez joined the relaunched Plan B skateboard deck brand that was under the ownership and guidance of original riders Danny Way and Colin McKay, who continue to own the brand as of March 2014.

Rodriguez released a solo Plan B video part, entitled Me, Myself, and I, in 2010.[19] The inaugural Plan B full-length video has been a topic of discussion among the global skateboarding community for a prolonged duration of time, as promotional footage has been released and the company has been in existence for a significant period of time, with a renowned team established during this time period. A late November episode of the internet-based, weekly program, Skateline, broadcast on the RIDE Channel, showed footage of company co-owner and team rider, Danny Way, stating that the video would be made according to a schedule determined by the company regardless of external pressure.[20]

Seven out of Rodriguez's top ten skateboard graphics of all time are Plan B Rodriguez signature designs, according to an interview that was published in February 2013. A collaboration between Plan B and Nike SB is Rodriguez's second favorite graphic, while a Bruce Lee "Fury" deck ("Needless to say, Bruce Lee is my number one influence other than Jesus Christ ... it also shows the three scrapes he had on his face from Enter The Dragon. I love this one.") and a Muhammad Ali deck were also included in the list.[16]

As a guest on the radio show "Big Boi is in the Neighborhood", broadcast on Los Angeles' Power 106FM, Rodriguez confirmed his departure from Plan B in an interview that was published on the Internet on July 30, 2013. Prior to the confirmation, widespread speculation emerged in regard to Rodriguez's departure. During his winning performance at Stop 5 of the 2013 Street League Skateboarding contest in Portland, Oregon, U.S., Rodriguez rode a skateboard deck with the Plan B logo painted over[21] and the company's logo was removed from his personal website as of July 16, 2013.[22] Rodriguez explained in the interview that he is seeking to "own a little bit more of myself."[23]

Primitive Skateboarding[edit]

Rodriguez launched his own skateboard brand, Primitive Skateboarding, on April 10, 2014, with the initial team consisting of himself, Nick Tucker and Carlos Ribeiro. Rodriguez explained to the media: "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."[24]

Sponsors[edit]

As of April 10, 2014, Rodriguez is sponsored by Primitive Skateboarding,[24] Nike Skateboarding, Mountain Dew, Target, Nixon Watches, Incase Designs, Primitive Skateshop, Brigada Eyewear, Markisa, Venture, Andale Bearings, Diamond Supply Co., Grizzly Griptape, and FUSE Science.[25][26]

Nike sponsorship[edit]

As of December 2012, Rodriguez continues to be a senior team rider for the Nike skateboarding division, having released his seventh skate shoe model in 2013, and responsible for welcoming new team rider, Luan Oliviera, in September 2012.[27] Rodriguez released his first signature Nike shoe in 2005[28] following his departure from now-defunct skate shoe brand, eS. Rodriguez explained in a 2012 interview for the "Footnotes" segment on the Berrics website:

The transition from eS to Nike was—after I got through making the phone call—I had to call Koston; I had to call, you know, Tony at eS; had to call a few people 'cause we were close; we were good family over there. So, after I got through that hard part, and I could just, and I was free of that burden, then when I got on Nike, it was just, like, the world was opened up—it was insane.[29]

Rodriguez was one of the early riders to be approached by Nike following its second attempt to succeed in the skateboarding market and sub-culture. Rodriguez has explained:

Um, my thoughts on Nike when they first approached me were cool. I mean, like, I did get some criticisms, selling out, this and that ... and I never really been too worried 'bout that criticism. So my thoughts were just like, I look at it like this, like: My first pair of shoes were the baby Jordans [basketball player, Michael Jordan], you know what I mean, so, like, I had Nikes all my life growing up, and even at the time that I was on eS, any time that I was not skating, I wearing some white-on-white Air Force Ones, or Cortezs—I had a whole flock of Nike anyway ... the way I looked at it, was like, I've been a Nike supporter since birth. So me, I was just stoked, I was just hyped to get on Nike.[29]

Rodriguez released his seventh signature model shoe, entitled the "Paul Rodriguez 7," with Nike in mid-2013. Designed with Shawn Carboy, who Rodriguez first started working with during the design of his fifth signature model, Rodriguez prioritized the functionality of the shoe and impact protection is the primary feature.[30]

Target sponsorship[edit]

On August 13, 2010, the Target corporation announced in a press release that Rodriguez had joined its sponsorship ranks—in addition to Shaun White, whose career has predominantly been defined by snowboarding, Rodriguez is the second professional skateboarder to negotiate a sponsorship deal with Target. A Target representative stated in the press release, “Paul is an amazing competitor and is the perfect personality to add to our program. With so many accomplishments and a promising future ahead of him, Paul is a natural fit for Target and we’re proud to have our brand represented on his skateboard.” Rodriguez was also quoted in the press release: "I grew up right across the street from a Target and have many memories of skating over to the store as a kid. I’ve always loved their brand and am excited about the relationship and potential of what we can do together.”[31]

AT&T Competition[edit]

In 2012, Rodriguez participated in a competition with AT&T that allowed the winner to participate in the filming of a promotional video featuring Rodriguez. The final video also featured professional skateboarder, Manny Santiago, and was directed by Nigel Alexander, a long-term friend of Rodriguez.[32][33]

Private training facility[edit]

Rodriguez owns a private skateboard park in the Canoga Park area of California, U.S.[34] that features design elements from his sponsors, Mountain Dew, Nike SB, and Target.[35] Rodriguez designed the park with skateboard park builder Mike Roebke, who used a computer program to blend his own ideas with drawings from Rodriguez. Rodriguez has stated, "I enjoy skating there and I'm blessed to have that type of place at my fingertips."[8]

LIFE series[edit]

In collaboration with the Network A media company, Rodriguez is featured in an internet-based series about himself entitled LIFE. The series, produced and directed by professional skateboarder Steve Berra, was released weekly basis on the company's YouTube channel. As of June 23, 2013, six published episodes can be viewed on the Network A channel.[36]

The first episode "Family First" follows Rodriguez as he revisits his grandmother's home following her cancer diagnosis (Rodriguez foregoes competing at the notable Tampa Pro contest to undertake the visit). Rodriguez explained in 2013 that Berra was the only other person to accompany him during his visit to his grandmother's home, as Rodriguez trusted Berra to be present.[10] In the second episode, entitled "mASTA of disASTA", Rodriguez prepares to compete against Tom Asta in the Battle of the Berrics competition.[36]

In the third episode, "Street League Matters", Rodriguez is filmed in Kansas City, U.S., as he prepares for the qualifying round of one of the stops of the Street League competition. The episode shows Rodriguez as he finishes in fourth place.[36] The fourth episode of LIFE follows Rodriguez, together with close friends Heath Brinkley (photographer and filmer), Justine Schulte, and Carlos Zarazua, as he visits New Orleans, U.S. for the opening of hip hop artist Lil' Wayne's skate park in the wake of Hurricane Katrina—the skate park is called the "Truckstop" and is located in the Lower Ninth Ward area.[37][38]

In "The Other Half", the fifth episode of LIFE, the camera follows Rodriguez as he competes in the Dew Tour contest and discusses the role of contests in relation to the more fundamental aspects of a professional street skateboarder's life—video footage and street skateboarding. At the close of the second half of the episode, Rodriguez explains his return to home life following the contest, providing an insight into his typical routine:

Finally, tomorrow I go home and, finally, I get to, get back on my routine, and, you know, skate as much as I've been wanting to skate. Back to my life and get back to-basically, the only thing that rolls my routine is just skating as much as I feel I need to be skating, um, and spending time with Heaven, really—that's it. Keep it simple! Just work on my craft.[39]

Influence[edit]

Transworld SKATEboarding selected Rodriguez for the thirtieth position of its "30 Most Influential Skaters of All Time" list, released in December 2011. In response to the selection, Rodriguez revealed that Koston and Andrew Reynolds are two professional skateboarders who he considers as influential in a career sense, due to their "longevity", "the impacts they’ve had", and the degree of respect they have garnered.[40] In an April 2013 interview, Rodriguez added Tom Penny to his "most influential" list and stated, "Him [Penny], Koston and Reynolds. That's my combo right there."[8]

In regard to Rodriguez, professional skateboarder Nyjah Huston explained in December 2013:

He is such a good dude, on and off the [skate]board. He's such a professional person. He's an amazing street skater, and just as good of a contest skater. So, he's a pretty ideal professional skateboarder, that's for sure.[41]

Company owner[edit]

As of April 2014, Rodriguez is an owner in the skateboard brands, Primitive, Markisa (wallets and accessories) and Andale (skateboard bearings), the latter in partnership with fellow professional skateboarder, Joey Brezinski[42][43][44]—Brezinski explained, in relation to Andale:

Originally I was working on the idea and I went through all the legal stuff. I quit my bearing sponsor at the time and I started talking to Paul about it because he had recently quit Silver at that point. I didn't know if he had plans with FKD or not, but I presented Andale to him as something we could do together. He was down and I proceeded to move forward. It took about two years to get to this point, doing a lot of work and a lot of planning.[45]

The Primitive company consists of a retail store that is located in Los Angeles, U.S. (specializes in footwear), an apparel line and a skateboard deck brand. Rodriguez established the business in around 2005/2006 with three partners, including two friends whom he has known since childhood.[8] In April 2014, Rodriguez was identified as the president of the company, while Netkin is the CEO and founder, and Jubal Jones is the creative director—Netkin and Jones were the original store employees and handled US$300 in sales on the opening day. Netkin describes the Primitive store, which officially opened on July 27, 2008, as a "cross-genre" retail outlet that also sells products, which skateboarders can relate to, outside of the skateboarding subculture.[11]

Following the eventual success of the retail outlet, the company commenced its apparel brand, which was a part of the founders' original plan. The popularity of the apparel brand grew rapidly and in April 2014, Jones stated that he solely focuses on the brand, while new employees are constantly hired. In 2014 Primitive Apparel is available in 11 countries and the company consists of 25 people.[11]

A holiday season party for the Primitive business was held in December 2012 at the new incarnation of the Berrics skatepark/training facility[46] and a promotional video entitled Pain Is Beauty was published on the internet in mid-March 2013.[47] The Primitive brand was then expanded into a skateboard deck company called "Primitive Skateboarding" in April 2014.[24]

Together with professional Australian surfer Josh Kerr and professional US skateboarder Mikey Taylor, Rodriguez founded the Saint Archer Brewing Co., a microbrewery that is co-owned by the brand's "Ambassadors."[48] The team of Ambassadors includes professional skateboarders Eric Koston, Brian "Slash" Hansen, and Bryan Herman; professional and non-professional surfers Taylor Knox, Dusty Payne, Laura Enever, and Jeff Johnson; former professional snowboarder Todd Richards; photographer Atiba Jefferson; and surfboard shaper Chris Christenson.[49] Together with Saint Archer's other Ambassadors, Rodriguez has participated in "Tasting Room" nights that are held at the brewery and allow consumers an opportunity to interact with the brand, as the Ambassadors pour and serve beers.[50]

Personal life[edit]

As of November 2013, Rodriguez is a millionaire and resides in Northridge, California.[5][34] As of August 2010, his partner was Rainbow Alexander and the pair are the parents of daughter Heaven Love.[39][51][52] In July 2013, photographs of Rodriguez dating a woman named Rachel Metz were published on the Internet.[53] In an April 2013 interview, Rodriguez described himself as a "certified workaholic", and stated that skateboarding and fatherhood are his primary concerns in life.[8] In regard to his Mexican American heritage, Rodriguez has explained:

It's my roots. It's where I come from; it's my genetics, my DNA, my body, my build. All from my heritage. My ancestors all before me contributed to the blessings I’m living now. It's where you come from. You can never be ignorant to where you come from because they're responsible for what you are now.[8]

Rodriguez has stated in an interview with the NetworkA media channel that holds aspirations for a serious acting career following his time with professional skateboarding—he revealed that he admires the work of Jonny Depp, Christian Bale, and Edward Norton.[54] In addition to Bruce Lee, Alexander the Great, and Jesus Christ, Rodriguez is also influenced by deceased hip hop artist, Tupac Shakur, and revealed in February 2013 that a skateboard deck graphic featuring Shakur would be a worthwhile design: "I’d like to get that photo of Tupac standing on the wall with his shirt off and he’s got the Thug Life tattoo and the glock in his waist band and a blunt in his hand. That would be sick."[16]

Awards[edit]

Rodriguez received the 2002 "Rookie of the Year" award from the Transworld SKATEboarding publication.[55]

Filmography[edit]

Film
Year Title Role Notes
2008 Vicious Circle R.J. Lead role[56]
2009 Street Dreams Derrick Cabrera Lead role[57]
Television
Year Title Role Notes
2002 The Brothers García Cortez Guest role
"School Daze" (season 3: episode 1)[58]
2009 Rob Dyrdek's Fantasy Factory Himself Recurring role
"This is Not Mom Certified" (season 1: episode 6)
"Dusty Monkey" (season 1: episode 12)
"Making Moves" (season 2: episode 9)[59][60]

Video game appearances[edit]

Video games
Year Title Role Notes
2003 Tony Hawk's Underground Himself[61]
2005 Tony Hawk's American Wasteland Himself[62]
2006 Tony Hawk's Project 8 Himself[63]
2007 Skate Himself[64]
2009 Tony Hawk: Ride Himself[65]

Videography[edit]

Skateboarding videos
Year Title Role Notes
1999 Micro Analysis Himself DNA Skateboards video
2000 Logic – Issue 06 Himself Logic video magazine
2001 Project of a Lifetime Himself Monkey Business
2001 Logic – Issue 09 Himself Logic video magazine
2001 Street Cinema Himself City Stars video
2002 411VM - Vancouver 2002 Himself 411VM video magazine
2002 éS - Germany Tour 2002 Himself éS tour video
2001 In Bloom Himself Transworld Skateboarding video
2002 411VM - Issue 50 Himself 411VM video magazine
2002 411VM – Issue 51 Himself 411 video magazine
2002 411VM – Issue 58 Himself 411VM video magazine
2003 Yeah Right Himself Girl: Yeah Right video
2003 Thrasher - King Of The Road 2003 Himself Thrasher magazine video
2004 411VM - Issue 63 Himself 411VM video magazine
2004 16 Below Volume 1, First Born Himself Independent video
2004 Nike SB - On Tap Himself Nike SB promotional video
2001 Fourstar - Catalog Shoot Himself Fourstar promotional video
2005 FKD Video Himself FKD video
2005 Girl - Oi! Meets Girl! Himself Girl tour video
2005 Forecast Himself Independent video (produced by Rodriguez)[66]
2006 Transworld - A Time To Shine Himself Transworld Skateboarding video
2006 Plan B - Live After Death Himself Plan B promotional video
2006 Elwood - 1st & Hope Himself Elwood video (directed by professional skateboarder, Brian Lotti)
2007 Nike SB - Nothing But The Truth Himself Nike SB video
2007 Thrasher - Money For Blood Himself Thrasher magazine contest video
2007 Streets: LA Himself Productions video
2008 Plan B - Superfuture Himself Plan B promotional video
2008 Silver In Barcelona Himself Silver tour video
2008 Plan B In Dominican Republic Himself Plan B tour video
2009 Proof Himself Independent video (produced by Rodriguez)[67]
2009 Gift/Nike SB China - It's A Wrap Himself Girl/Nike SB tour video
2009 Plan B In Arizona Himself Plan B tour video
2010 Me, Myself & I Himself Plan B solo video
2010 Slap - One In A Million 7 Himself Slap magazine contest video
2010 FKD - Park Project Finale Himself FKD web video
2010 Nike SB - Don't Fear The Sweeper Himself Nike SB tour video
2010 Battle Commander Himself The Berrics video[68]
2010 Plan B United Himself The Berrics video[69]
2011 Plan B North East Tour Himself Plan B tour video[70]
2012 Mountain Dew SXSW Himself Mountain Dew tour video[71][72][73]
2013 Pain Is Beauty Himself Primitive video[74]

Contest history[edit]

X Games (Street)[edit]

  • Bronze: 2003 Los Angeles[2]
  • Gold: 2004 Los Angeles[75]
  • Gold: 2005 Los Angeles[76]
  • Silver: 2008 Los Angeles[2]
  • Gold: 2009 Los Angeles[77]
  • Gold: 2012 Los Angeles[78]
  • Silver: 2013 Barcelona (Street League Skateboarding (SLS) partnership event)[79]
  • Silver: 2013 Munich (SLS partnership event)[80]

Dew Action Sports Tour[edit]

  • Fourth place: 2005[81]
  • Second place: 2008[82]
  • Second place: 2011[2]
  • Third place: 2013[2]

Tampa Pro (Street)[edit]

Street League Skateboarding[edit]

  • Won: 2012 Street League Skateboarding – Stop 3, Glendale, Arizona, U.S.[87]
  • Silver: 2013 Barcelona Street League Skateboarding [2]
  • Won: 2013 Street League Skateboarding – Stop 5, Portland, Oregon, U.S.[88]

Battle at the Berrics[edit]

  • Second place: 2013 (first place: pj ladd)

References[edit]

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