Long before Black Label Skateboards was a glimmer of a thought, John Lucero grew up in Southern California skating in the local skateparks during the late 1970s. Skateparks like Skatopia in Buena Park fueled the fire of young kids to invent new tricks and push their limits. Lucero was one of those kids, and through the years his creativity, innovation and do-it-for-fun attitude played a major role in what skateboarding is today.
Names like John Cardiel, Randy Colvin, Mike Vallely and Coco Santiago are carved into the annals of skate history as some of the toughest dudes ever to ride a wooden plank.
There's nothing like being upside-down on your skateboard, and the handplant epitomizes this. In the late '70s and '80s, handplants (inverts) were a mainstay, and few stood out more than Lucero.
Dill and Iannucci
Yep, Jason Dill and Gino Iannucci also rode for Black Label in the early '90s.
John Lucero invented the Slappy.
Skate City Skatepark in Whittier, Calif., was Lucero's home park. Street skating as we know it was invented in the parking lot of Skate City when Lucero and Richard Armijo were kicked out of the park for being too rowdy. Here, Lucero snaps a picture-perfect frontside Ollie once they were let back in to skate.
Punk rock is more than just music, it's an attitude and a way of life -- and Black Label had it in spades. Riky Barnes, Shawn Martin, Skip Pronier and Max Evans ushered in the '90s with a plan that kept the core of skateboarding alive.
With more than 15 years of riding for Black Label, Omar "MC Money Bump" Hassan has set the bar high for all future team riders. Here Hassan stretches a clean judo air during a backyard pool session in Southern California.
Big hair, glasses, clear griptape, broken arm and a layback on flat ground -- John Lucero in a nutshell.