Consolidated Skateboards has launched a line of shoes, Consolidated Footwear, as part of its ‘Don’t Do It’ campaign, aimed at protecting the board sports industry from being overrun by large sporting goods companies such as Nike, adidas and Reebok, which according to Consolidated “are now coming in with the intentions to take substantial market share away from those that built this industry”.

As Steve Guisinger from Consolidated stated, “There is a reason there are no football, basketball, baseball, or soccer player-owned companies… and there should be. Don’t let this happen to surf, skate, and snow. Your decisions shape the future and we encourage you to be conscious of what you support.”