Santa Cruz has been busy recreating itself with an almost-entirely new team, a new logo (the Knot to replace the classic Dot), and some interesting new deck constructions. With its amateur-team video, Ammo, fresh in everyone’s mind, Santa Cruz arrived at the Action Sports Retailer Trade Expo in San Diego in September with a renewed look and a whole line of products. The Dot logo will still appear on select products, so old-schoolers who grew up with it need not fret.
Santa Cruz’ brother brand, Road Rider, has also seen some changes. The Road Rider program has been expanded to include 42- and 46-inch longboards, plus an array of big, soft wheels.