One of the largest skateboard, clothing and lifestyle companies in the world has announced they will be moving into a location next door to the newly reconstructed Rhodes Park in downtown Boise.
Element (who is owned by surfing and clothing conglomerate Billabong) will be moving in a retail space across the alleyway from the park to conduct business operations.
CEO and founder Johnny Schillereff told 6 On Your Side that he fell in love with Boise and is looking to escape the hustle and bustle of Los Angeles where the company currently resides.
When Schillereff realized the quality of the Rhodes reconstruction coupled with the outdoor opportunities of the Gem State, he decided that Boise would be an optimal fit for the brand.
“It was unexpected because of the caliber of the park. It's not unusual to have a good skatepark in a city these days, but the caliber of that park was mind boggling," Schillereff explained over the phone.
Originally created in 1992, Element grew from a grassroots company to one of the largest and highly respected companies in the industry.
The company operates skateboard camps for kids in California and holds contests across the world to help showcase skateboarders who may be talented but unknown to the sponsorship world.