Rollerblade®

In 1980, Scott and Brennan Olsen, two brothers from Minnesota, came upon an old in-line skate in a sporting goods store and thought it would be perfect for off-season hockey training. They improved its design and, shortly, produced the first-ever Rollerblade^® in-line skates in their parents’ garage. 

In the same year, they established a company, later known as Rollerblade^®. The two hockey players immediately turned heads as they skated down the streets of Minnesota, and cross-country and downhill skiers alike began to use Rollerblade^® skates for training. The brothers’ business gradually grew, but the market for in-line skates was not sufficiently developed and still geographically limited in the early ’80s. It was halfway through such a decade that effective marketing strategies were introduced to push in-line skating. Rollerblade^® distributed its products through sporting goods retailers and expanded its market by promoting events, races, and other activities. 

By the early 1990s, international retail had taken off, and in 1991 Nordica, the Italian leader for skis and ski boots, acquired 50% of the company. Moreover, continuous co-marketing and cross-promotion initiatives gave credibility and visibility to the sport. The huge advancements by Rollerblade^® and skate technology led to further expansion of the market and sector. Lighter and more resistant materials, revolutionary technology and innovative, comfortable, and high-performance products made in-line skating a growingly accessible sport for all ages and fitness levels. 

In 2003, the Rollerblade^® brand was acquired by the Tecnica Group. In subsequent years, the company made significant investments in new technology, improving the comfort, performance, and safety of the skates. Over the years, Rollerblade^® expanded its product development to different areas, including fitness, urban commuting, professional skating, and freestyle. The brand launched global ad campaigns to promote skates as a sustainable mode of transport and a wellness activity, gaining a larger and larger customer base. It continued to sponsor events and collaborate with world-class athletes, affirming its image in international events. 

Today, Rollerblade^® means quality and innovation in the in-line skating universe. It keeps inspiring generations of skaters worldwide. With an international presence and strong commitment to excellence, the brand looks at the future whilst maintaining its original pioneering spirit.