Nixon Founders Talk 25 Years Of Time
Nixon is what the kids call one of our ‘Day Ones’.
I don’t know if that’s what the kids call it or if that’s what people tell me that kids call it. What I mean to tell you is that from the very beginning of our tumultuous and gratuitous tenure, they’ve stood by us. Supported us. Drank cocktails on a tab that we paid for with the money Nixon spent on ads in our magazine. They’re our pals and we love them, and I think that after twenty years, it’s safe to say that they might kinda sorta love us back.
As it happens, they’re celebrating a bit of a landmark themselves, this being their twenty fifth fucking birthday (party hats on). In recognition and remembrance of their illustrious career - full of strife (often caused by us) and enormous success (often leeched by us) - they’ve teamed up with Patrick O’Dell, skateboarding’s favorite documentarian, to put together a new film, Nixon: 25 Years of Time, which is as good as you’d expect their pairing to be. Seizing on any excuse to bug our friends, we sent questions over to Nixon founders, Andy Laats and Chad DiNenna, about the long life of Nixon.
What and when was the initial spark that launched the idea of Nixon?
CD: I grew up in surf and snowboard shops and when I was ready to get a nice watch of my own I realized there was no one focusing on making products for and by surfers, skaters and snowboarders. Sunglasses, shoes, clothing but no one was making what I wanted and that’s when the idea light bulb sparked on.
AL: Chad whispered to me “watches” at a snowboard trade show in 1996.
How was the naming process done?
CD: we were in full brainstorm mode with a few requirements, we didn’t want it to be obviously action sports by name, we didn’t want it to have an ulterior meaning in another language and we wanted to own the online url. We went up to Mt.Hood Snowboard camp posing as college students doing a product feedback survey, we took advantage of the audience of campers and coaches and played some word association with a few names of existing brands and names we were considering. The group had strong opinions but when we said “Nixon” the responses were unforgettable and we thought we had a winner.
What was the hit list for the first set of team riders in 97', and how important was that aspect to the business?
CD: They are extremely important, helping us to develop the products and the marketing, having their input was another differentiator between us and competitors. As for the initial team Surf: Pat O’Connell, Jon Rose, Ben Bourgeois, skate: Caine Gayle, Danny Way, Kareem Campbell, Colin McKay, snow: Dave Downing, Todd Richards, Shannon Dunn-Downing, JP Walker, Jeremy Jones, Tina Basich, Erik Leines were the first ones to fly the flag for the brand
AL: The team was a critical part of getting the product right. We wanted to build custom product, stuff you’ve never seen but always wanted, and the feedback from the team helped us get there.
One good story about something not going quite to plan during the last 25 years?
AL: We were about a week from launching and our biggest direct competitor, a brand based in the UK with a US distributor announced they were going to stop distributing in the States. First reaction: sweet! We’ve got the market to ourselves!! Second reaction: oh no, what do they know that we don’t?
Best trip you’ve done with Nixon?
CD: So many amazing trips over the years, we’ve always made it a priority to travel and visit as many of the regions and team around the world there has been some crazy snowboard trips to Alaska and Austria, surf excursions to Costa Rica and Mexico. One that stands out above the others was Tavarua Fiji where it was a mix of team from Tony Hawk and Danny Way to Andy & Bruce Irons, Lisa Anderson, Rob Machado, Jason Ellis, Travis Pastrana, Lindsay Adams Pastrana, Nixon sales reps, employees and a few distributors for more surf, fishing and fun then should be allowed on a “work trip”
AL: I agree with Chad, Tavarua was great. But my favorite was in Laax Switzerland. We somehow pulled off getting the mountain to agree to stay open a few hours after the lifts closed and we had full run of the place. It was spring so it stayed light pretty late. And we had a closing dinner at the restaurant on top.
Stupidest decision you’ve made during the last 25 years?
CD: not pushing the team harder to add Shaun White when he was asking to be part of the Nixon team.
AL: Too many to decide. I remember the dumbest product we ever made: The Dork Beanie. We made the Dork, a talking watch and then we thought it would be cool to make a talking beanie. We made it so you could be snowboarding and not have to take your gloves off to know the time. You pressed a little button on a visor and there was a tiny speaker next to your ear that told you the time. It costs tons of money to develop and I think we sold about three of them.
A single product you're most proud of?
CD: The Mission was the world’s first 100M water resistant smartwatch, we did it before Apple did and that created a lot of pride in the organization knowing we could rally together and create something market-leading like that was a good example. The Blaster, our sand/water/snow/shock resistant portable speaker was a close second.
AL: Who’s your favorite child? Unanswerable. They all have their own special gifts.
What’s the best disagreement you and Andy have had during your time at Nixon?
CD: I can’t answer for Andy but my answer would involve a decision I won, and that would be convincing him Encinitas was the better place to start the brand then Palo Alto.
AL: Yes, good call Chad.
Could you make us a playlist of 25 songs that best describes Nixon in music?
If you could give 1997 Chad one bit of advice, what would it be?
CD: start taking yoga
What’s the time when you're answering these?
CD: July 31st 12:05pm SLC, Utah international airport
AL: July 31st 6:34pm Encinitas, CA
