Rooftop Talks About Tony Hawk Bikes 
Tony Hawk and Mike Escamilla are working together on Boom Boom Huck Jam BMX bikes.

Tony Hawk is making BMX bikes? He’s making bikes for the mass-market, and Mike Escamilla is helping out with the project. Vital BMX asked Mike some questions about what’s going on with Boom Boom Huck Jam bikes to get you the low-down.

How did Tony Hawk wind up in the BMX business?
It is only an extension of the Boom Boom Huck Jam licensing business. BBHJ has included skate, BMX and FMX for the last six years. We are now branching that into affordable (intro-level) BMX bikes, not the level of bikes that are ridden by avid BMXers. The intention was never to take away from the hardcore BMX business, but to offer a better starting point for kids that are interested.

You’ve been involved in BMX forever; will you be a part of the bike division? What’s your connection going to be?
At first I will be a consultant on the bikes. I'm confident that these bikes will be a good thing for the low-end BMX mass-market bike. The kids buying these bikes are the kids asking for a bike one week and a motorized scooter two weeks later. Since none of our “hardcore” brands offer bikes at this level these BBHJ bikes will be a good bridge for kids to get started. Parents will be able to afford to get their kids on better quality bikes without breaking the bank.

Are the bikes going to be headed to real bike shops or just big-box stores? What’s going to be the top-end on the price?
These bikes will go to big box stores, Target, Wallmart, Toy’R’Us, etc., and some sporting goods stores. As of right now we don’t have exact prices but all these bikes will be extremely affordable.

How do you think this will affect BMX, if at all?
This was the issue I thought most about and was what ultimately made me decide to be a part of this project. I'm sure some are thinking this will take money from the BMX industry—it won't. The customers for these bikes are from a whole different market. Most mass-market bike companies right now have nothing to do with BMX, action sports, or any affiliation with anyone in our industry. So the profits from those sales will never go back into BMX.

This project gives us a chance to make bikes for the mass market that better represent us. These bikes will look more like a bike that a pro rides, rather than a veloca raptor. It will give us the beginning of controlling a market that we previously could not break into.

I know a lot of kids are saying we don't need mass market, we need to keep BMX hardcore. But the fact of the matter is the bikes bought in mass market stores are often a kid's first step into BMX. The next step is they learn about the sport, get a better bike, and start supporting the companies they like. This is really a big opportunity—through Tony Hawk and what he has created—for us to avoid the ridiculous companies benefiting from BMX. I bet thousands of kids see BMX in the X Games and buy a bike at mass and have a miserable experience because the bike is junk.

When Tony called me and told me about this deal he said he would only do it if I would consult on the bikes and have my hands in the process of making sure the bikes represented BMX in a positive way. This has been Tony's biggest concern. He knew jumping into the bike market being a skateboarder was something that he would not allow to happen unless someone affiliated with the bike industry oversaw the bike portion of this project. I think that says a lot about the control and direction that we're going to take this project.

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