A history of rollerblading
Rollerblade® is credited with creating one of the fastest-growing sports in the world. The world leader in the in-line skate market, Rollerblade pioneered the in-line skating boom by changing the perception of in-line skates. Once seen as strictly an off-season training device for hockey players, in-line skates are now a widely accepted "lifestyle" product that can be used by just about anyone. Today professional athletes, fitness enthusiasts and fun seekers of all ages enjoy the sport of in-line skating.
How it All Began
Legend has it that the first in-line skates date back to the 1700's when a
Dutchman attempted to simulate ice skating by nailing wooden spools to strips of
wood attached to his shoes. In 1863, an American developed the first roller
skate with wheels attached side by side. Soon, the two-by-two wheel formation
became the standard and the in-line skate was quickly forgotten. Versions of the
in-line skate resurfaced periodically, but the concept hadn’t caught on yet.
Given the technology of the time, in-line skates could not be designed to
function as well as conventional roller-skates. By 1930, roller skates had found
a permanent place in society. But it took 29 more years, until 1959, for someone
to mass-produce a metal-wheeled skate. The next significant development came in
1973 when the skate was further improved and popularized by the introduction of
the polyurethane wheel.
In 1980, two hockey-playing Minnesota brothers discovered an in-line skate while
rummaging through a sporting goods store and decided that this design would make
an ideal off-season hockey-training tool. They refined the skate and began
assembling the first Rollerblade skates in the basement of their parents'
Minneapolis home. It was that same year, when they founded the company that
would become Rollerblade®.
Hockey players were soon turning heads as they glided down Minnesota roads in
the summer. Nordica and Alpine skiers were also quick to adapt Rollerblade
skates to their training regimens. Business grew during the early 80's, but the
in-line skate market was undeveloped and limited geographically. Strategic
marketing efforts were introduced in the mid-80's to position in-line skating as
a new sport, and grass roots marketing tactics were employed in Miami Beach, FL,
Minneapolis, MN, and Venice Beach, CA.
Through the middle 80's to late 80's, direct sales were eliminated as
Rollerblade sought distribution through sporting goods retailers. As the 80's
came to a close, Rollerblade expanded the market further through in-line skating
events, competitions, and other activities specific to the sport; including the
new trend of aggressive skating. In addition, traditional marketing tactics and
an aggressive public relations plan catapulted skating into the mainstream.
In the early 90's, international distribution was first realized with the
establishment of several distributorships. Also, in 1991 Nordica, a member of
the Benetton Group, purchased a 50% stake in the company. Cross-promotions with
major consumer product companies gave credibility to the market and publicity
for the sport was at an all-time high as popularity soared and participation
grew faster than any sport in history.
The 90's were filled with further expansion of the market and industry, which
was spurred by great strides in skate technology. Lighter, stronger materials,
lower pricing, and technologies such as our revolutionary ABT® brake, continued
making skating more accessible to people of all ages, and athletic ability.
Leading the Way
Through the years, Rollerblade has achieved several industry "firsts," such as
the use of polyurethane boots and wheels, metal frames, dual bearings and heel
brakes. In addition, Rollerblade has achieved the following industry firsts:
-Ventilated shells/breathable liners
-Buckle closure system
- "Cored" wheel design
-Graduated brake design
-Aggressive skate/stunt skate
-Award-winning braking system - Advanced Braking System (ABT)®
-Women’s Specific Skate
-Tool less, push-button adjustable children’s skate
-Liner with temperature regulation material (keeps feet cooler and dryer)
Today
Based in Bordentown, New Jersey, Rollerblade is a division of Benetton
Sportsystem USA, Inc. Rollerblade continues to lead the inline skate industry,
with over 250 patented innovations. Serving as the premier manufacturer of
inline skates, related accessories and protective gear, Rollerblade has received
several awards for its innovative technologies, including the first women’s
specific design, an extendible skate for children, and the proprietary ABT®
braking technology for controlled, effortless stopping.
Marketing Leadership
In addition to being the undisputed technology leader, Rollerblade has led the
way with grass-roots programs to support the sport of in-line skating:
Skate-in-School™ — Program developed for schools by the National
Association for Sport and Physical Education (NASPE) and Rollerblade. The
program was initiated to provide more physical education options to schools’
curriculums. Currently over 615 schools participate nationwide and thousands of
students annually are introduced to the sport.
Charitable Event Sponsorships – Each year Rollerblade sponsors hundreds
of non-profit organizations and their events. In addition to cash sponsorships,
Rollerblade provides a demo van full of skates, prizes, and give-away product.
Event Sponsorship — Rollerblade continues to create new venues for
skating by expanding the quantity of in-line skating locations and events.
Several national and regional marathons have incorporated in-line skating "legs"
through our efforts. In addition, Rollerblade works with regional parks and
recreation departments to develop in-line skating paths and courses.
BladeSchool™ — - We provide marketing and product support to inline skate
schools around the country who teach in-line skating classes for all ages and
ability levels. Thousands of students learn to skate each year through our
sponsored skate schools.
Athlete Sponsorships — Each year, Rollerblade supports aspiring amateur
in-line skaters and professionals who compete in events across the country. This
support extends to less fortunate youths that demonstrate potential but don’t
have the resources to participate in the sport.
Web site — Through our Web site we provide several resources for in-line
skaters. Tips for beginners, skate maintenance videos and instruction,
information on places to skate, assistance in finding a certified instructor,
and industry history, are some of the resources available. In addition, there is
a plethora of information on skating for fitness, with a calorie burning chart,
healthy recipes, a 10-week workout program, and information on the fitness
benefits of skating.
The Future
Rollerblade continues to push the sport in new frontiers with innovative
technologies, and revolutionary marketing programs to spread the gospel of
inline skating. In-line skating continues to grow in popularity as people
discover the health benefits of skating – Inline skating burns as many calories
as running and is easier on the joints too. Whether people use skates for trick
skating (aggressive skating), social events, fitness purposes, or competitive
games, skating is a sport that the entire family can enjoy!