An In-Depth Look at Their Rise in Skate Shoes

Let’s talk about Cariuma, the relatively new name in the skate shoe market that emerged in 2018. Hailing from Brazil with robust financial support, you’ve likely seen their shoes on several well-known skaters. They pride themselves on sustainability, claiming to plant trees for every pair sold and offering vegan options. But there’s a significant divide in the skate community over their brand.

Why the controversy around Cariuma, though? Despite their growth and visibility, many skateboarders are sceptical about their lack of traditional skate heritage, marketing strategies, and team choices.

Sustainability Claims: Fact or Fiction?

In an age where greenwashing is all too common, scepticism around environmental claims is warranted. However, Cariuma seems to stand out positively here. They’re certified by B-corp, meaning their social and environmental impacts have been independently verified by B-Lab, a respected nonprofit dedicated to bettering the global economy. It appears they genuinely consider the entire process in their tree-planting initiative, involving native peoples and contributing to local infrastructure.

Manufacturing Mysteries and Marketing Missteps

Upon digging a bit deeper (thanks to some detective work on the Slap Magazine forum), there’s some fuzziness about where their shoes are manufactured. Initially made in China with plans to open factories in Brazil, Cariuma’s transparency on this front was questioned. While not unique in outsourcing production, their delay in updating this crucial information on their website raises eyebrows.

Cariuma’s marketing strategy is another hot topic. While traditional skate brands often push their products through skate videos showcasing street skating, Cariuma took a different route. They built a team not necessarily from video part veterans but from skateboarders with substantial social media influence and competitive prowess, particularly gearing up for skateboarding’s inclusion in the Olympics.

Another major point of contention is Cariuma’s marketing tactics executed through The Berrics, a private indoor skatepark co-founded by Steve Berra and Eric Koston, which also produces a lot of social media content. They’re known for hosting the Battle at the Berrics, a skate tournament that’s broadcasted on their YouTube channel.

The Berrics itself is heavily branded with Cariuma advertisements; its walls and rails are splashed with the brand’s distinctive bright green colour. While such advertising strategies are not uncommon, Cariuma’s approach—such as costuming skaters as minions to hype a movie for a whole month—might understandably annoy some.

Furthermore, a video from Dumb Data hinted that the Battle at the Berrics might be orchestrated to favour skaters donning Cariuma gear, increasing their odds of progressing to the finals. While there’s no conclusive evidence, it seems very possible.

Balancing Act: Corporate Influence and Skate Culture Integrity

This brings us to a broader question about the influence of big corporate brands in skateboarding, a culture that values grassroots growth and authenticity. Brands like Nike and New Balance have also made their way into skateboarding, sometimes welcomed but often criticised. The debate centres on whether these corporations genuinely support skateboarding through authentic contributions like sponsoring videos and grassroots events, or if they rely too heavily on glitzy marketing.

So, What’s Our Take?

Deciding where Cariuma fits on the spectrum of supporter or exploiter is tricky. They’re doing some things right but might be pushing too hard in areas that could alienate core skaters. It’s about finding that delicate balance between enjoying innovative products and staying true to the essence of skateboarding culture. 

We are on the fence because, like Nike and New Balance, plenty of major corporations have successfully infiltrated the skateboarding market, to the frustration of many skaters and established skate brands. The real question is: did they achieve this by genuinely supporting grassroots skateboarding and creating legitimate skate videos, or have they relied on superficial marketing strategies? It’s a debate worth having.

What do you think? Is Cariuma a welcome innovator, or do they miss the mark on what makes skateboarding great? Let’s hear your thoughts!

The Skate Club, where we believe that learning to skate is about more than landing tricks.