The brand is Santa Cruz Skateboards, a division of NHS Inc., which is celebrating its 50th anniversary this year as a purveyor of skate culture in its namesake city and beyond.

Santa Cruz Skateboards celebrated its 50th anniversary this weekend with an all-out birthday bash.The Santa Cruz Skateboards brand began in 1973 and grew into a worldwide icon in skating. The ...

Santa Cruz's properties include Skateboards.com and Surfboards.com, as well as brands such as Live Oak Skateboards, Four Play Wheels, Fringe and SC Brand, all of which have multiple revenue channels.