Steve Rocco

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Steve Rocco (Stephen Salvadore Rocco: born January 16, 1960)[1] is an American businessperson and skateboarder. He founded World Industries with Rodney Mullen which grew into one of the largest and most influential skateboard companies in the world. He has since sold the company and is currently retired.


Through his marketing techniques, he is considered instrumental in starting the popularity of street skateboarding in the 1990s.[2] His ads were direct messages to the consumer in words that resonated with the skateboarders of the time. He is the co founder of Blind, 101, Plan B and Duffs.

Steve Rocco instituted a number of management techniques which proved very profitable. He hired people smarter than him in every key role. Whenever someone said "it can't be done" he would put in the effort necessary to prove them wrong. For example, when he was told that it would take 13 weeks to make some baseball hats from a vendor, he declared he could build a factory and make them in less time. He created El Segundo Hat and delivered the product in 11 weeks.[citation needed]

Rocco is the subject of the theatrically released 2007 documentary The Man Who Souled The World.[2][3]


  1. ^ "Steve Rocco Profile < Skately Library". Skately Board Shop. 
  2. ^ a b Hall, Stan (October 5, 2007). "Beyond the Multiplex". The Oregonian. 
  3. ^ "He cultivated skateboard culture". Los Angeles Times. October 5, 2007. 
    • Mullen, Rodney (2004). The Mutt: How to Skateboard and not Kill Yourself. Regan Books. 

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