Tony Alva

Tony Alva is one of the most influential skateboarders of all time, a cultural icon whose life story bridges street-level creativity, global youth culture, and entrepreneurial grit. Born and raised in Santa Monica, California, (dubbed by Surfers and Skaters as Dog Town, Alva emerged from the legendary Zephyr Competition Team, the Z-Boys, where his aggressive style and surf-inspired approach helped invent modern vertical skateboarding and redefine what was possible on a skateboard. He has been widely recognized as one of the foundational figures in Skateboarding’s evolution from a niche pastime into a global sport, industry, and lifestyle.

In 1977, at just 19 years old, Alva became one of the first professional skateboarders to build and control his own brand when he founded Alva Skate & Surf. At a time when athletes were simply endorsing products, not owning their destiny, Alva put his own name, point of view, and creative standards behind the company, helping establish a model for athlete-driven brands that would later echo across action sports and youth culture. Alva virtually invented brand marketing vs. product marketing. Only Addidas has done this prior to Alva, His boards, graphics, and attitude helped define the look and feel of Southern California surf-skate culture, and the brand remains a touchstone of authenticity nearly five decades later.

Beyond his contributions on a skateboard, Tony is also a musician, entrepreneur, and mentor whose journey includes early fame, image reinvention, and a long-standing commitment to personal growth and service. Today he serves as Chairman and Chief Ethos Officer of Alva Skate & Surf, helping guide the brand as it approaches its 50th anniversary in 2027 and enters a new era of expansion.

As a speaker, Alva brings five decades of lived experience at the intersection of sport, art, rebellion, recovery, and business. He speaks with honesty and humor about innovation, resilience, authenticity, leadership, and the courage it takes to keep evolving without losing who you are. His talks connect with audiences ranging from corporate leadership teams and creative conferences to universities, youth organizations, wellness communities, and cultural festivals.

Whether he is speaking about the early days of Dog Town and the Z-Boys, the business of building a legacy brand, or the deeper personal journey behind his public life, Tony Alva delivers a message that is raw, credible, and unforgettable. Today, as Alva Skate & Surf approaches its 50-year anniversary, he continues to skate, create, and inspire, proving that innovation, integrity, and a rebellious spirit remain as relevant as ever.

Tony’s life has been depicted in films; Lords of Dogtown, Dog Town and Z-Boys, and the Tony Alva Story. As well as thousands of magazines, interviews, and videos.