Skate team loses out as Adio downsizes
Adio Footwear has made team skateboarders and many staff members redundant, according to marketing director Travis Howell. The nine pro skateboarders who made up the team are now footwear free agents.
Adio is owned by K2 Sports and licensed out to the Anthony L&S Footwear Group (AL&S). AL&S produces footwear for several major clothing brands including Levi’s and Polo. Marketing director Mr Howell told ESPN that Adio would likely keep making shoes and selling them through discount channels. "But no more team. No more marketing. No more office in California," he said. "I feel really bad for the team. For many of those guys, Adio was their main income."
Adio team skater pro Jordan Hoffart suggested that Adio "didn't really understand the value of skateboarders to begin with," adding: "Pretty short-sighted in my eyes, but I'm just a skateboarder – what do I know?"
