Over the last few years, Santa Cruz has looked back at past archives to revive its most iconic boards dating back to 1973. As skateboarding fanatics jump on the hype of this revival trend, copping their favorite old-school decks, the brand announced a reissue of its cult classic Kendall skateboard.
Initially debuted in 1990, the Kendall deck was inspired by Jägermeister’s recognizable branding found on its herbal liqueur bottle. “Back in 1990, Jägermeister wasn’t a popular drink in the US, which was part of its allure. But several of my friends made it our celebratory drink of choice,” says CEO of NHS, Jeff Kendall, about his connection with the brand. “From the logo to the deer design and graphics, the brand’s iconic elements inspired me. This skateboard design is and always has been one of my favorite graphics.”
In its long-awaited revival, the new deck drops as part of an official collaboration with premium herbal liqueur brand Jӓgermeister. It arrives with a design that stays true to the 1990 version – maintaining the central deer head and enlarged cross bearing Jeff Kendall’s name underneath. The only difference from the original deck is the black background, newly added to make the orange and green color palette pop.
For the supporting capsule collection, Santa Cruz presents two boxy, crewneck T-shirts featuring a print of the skateboard design on the front. The T-shirts come in staple black and green colorways, pairing seamlessly with skateboarder uniforms.
Discover the new drop in the campaign featuring top riders Aldana Bertran, Blake Johnson, and Justin Sommer featured above. Find out more about the visuals by visiting Jӓgermeister’s Instagram page.
The new Jägermeister x Santa Cruz skateboard and capsule collection is available in selected markets online and in participating retailers now.
