Skullcandy
Encyclopedia
Skullcandy is a Park City, Utah
-based company that markets headphones
, earphones, hands free devices, audio backpacks, MP3 players and other products. The company was founded in 2003.
Skullcandy's products are targeted at the outdoor action sports demographic (snowboarders, skateboarders, etc.) and general consumer market. Skullcandy products are sold through retailers, specialty outlets, and their online store.
Rick Alden
founded Skullcandy in 2003. The first Skullcandy product—the Skullcandy Portable Link—was introduced at the 2003 International Consumer Electronics Show (CES) in Las Vegas
, Nevada
. The LINK system combined headphones with hands-free cellular technology
, allowing users to both listen to music from a portable audio device, while making and receiving calls through their cell phone. In 2003, Alden sold the first products to Milo Snow & Skate, an action sports shop in Utah.
Alden was named one of vSpring Capital's "Top 100 Venture Entrepreneurs" of 2008, and holds a patent for technology that integrates mobile phones and music players, LINK technology.
In December 2008 the company was named "the world's coolest ear bud," by Fortune Magazine
. In addition, the company received local standing in 2008, placing in the Utah Business Fast 50, featuring the top 50 best and most innovative companies throughout the state. The company has quickly jumped to its place as the third most-sold headphone in the U.S. marketplace. In 2005 the company had $1.3 million in annual sales, while its 2009 ranking puts it in place to hit the $100 million mark. As quoted by the Salt Lake Tribune, "We're gunning for No. 1," said Andrus, Skullcandy's President.
Also during the fiscal fourth quarter of 2008, Skullcandy was financially backed by Goode Partners, a New York based private equity firm.
On January 28, 2011, Skullcandy filed for initial public offering
with the Securities and Exchange Commission. This announcement was met with some criticism from financial press.
The company set terms for its IPO on July 6, 2011 and expects to raise $150 million in an offering the same month.
Skullcandy gives a lifetime warranty to all of their customers for their headphones.
, skiing
, skateboarding
, wakeboarding, motocross
, and the biking communities. Working with athletes such as Terje Hakonsen
, Louie Vito
, Clay Marzo
, Balaram stack
and Mark Frank Montoya has spawned some of Skullcandy's signature action sports pieces including the Terje Nine and MFM Pro.
Skullcandy is currently involved in supporting "Boarding for Breast Cancer
" initiatives. Boarding For Breast Cancer (B4BC) is a nonprofit, youth-focused education, awareness and fundraising foundation designed to increase awareness about breast cancer, the importance of early detection and the value of an active lifestyle. Skullcandy announced their 2007 donation of $36,723.80 to Boarding for Breast Cancer at the 2008 SIA show, making their contribution the largest one-time donation the organization has yet to receive. A B4BC supporter since 2006, Skullcandy donates 5% of all pink products sold to support the organization’s efforts.
themed designs.
(CES), Macworld, SnowSports Industry Show (SIA), Surf Expo, the Action Sports Retailer Show (ASR), Magic
, and Interbike. In addition to the company's international tradeshow presence, Skullcandy also partners with a variety of action sports events and national concerts and music shows. Some of these include the X Games
, Zumiez Couch Tour, South by Southwest
(SXSW), and Vans Warped Tour.
Park City, Utah
Park City is a town in Summit and Wasatch counties in the U.S. state of Utah. It is considered to be part of the Wasatch Back. The city is southeast of downtown Salt Lake City and from Salt Lake City's east edge of Sugar House along Interstate 80. The population was 7,558 at the 2010 census...
-based company that markets headphones
Headphones
Headphones are a pair of small loudspeakers, or less commonly a single speaker, held close to a user's ears and connected to a signal source such as an audio amplifier, radio, CD player or portable Media Player. They are also known as stereophones, headsets or, colloquially, cans. The in-ear...
, earphones, hands free devices, audio backpacks, MP3 players and other products. The company was founded in 2003.
Skullcandy's products are targeted at the outdoor action sports demographic (snowboarders, skateboarders, etc.) and general consumer market. Skullcandy products are sold through retailers, specialty outlets, and their online store.
Company history
Rick Alden
Richard P. "Rick" Alden is the founder and CEO of Park City, Utah based Skullcandy, creators of headphones, mp3 player watches, audio accessories and other audio-enabled products, such as backpacks with built-in speakers and iPod controls.Alden started skiing in Massachusetts in 1970, moved to...
founded Skullcandy in 2003. The first Skullcandy product—the Skullcandy Portable Link—was introduced at the 2003 International Consumer Electronics Show (CES) in Las Vegas
Las Vegas metropolitan area
The Las Vegas Valley is the heart of the Las Vegas-Paradise, NV MSA also known as the Las Vegas–Paradise–Henderson MSA which includes all of Clark County, Nevada, and is a metropolitan area in the southern part of the U.S. state of Nevada. The Valley is defined by the Las Vegas Valley landform, a ...
, Nevada
Nevada
Nevada is a state in the western, mountain west, and southwestern regions of the United States. With an area of and a population of about 2.7 million, it is the 7th-largest and 35th-most populous state. Over two-thirds of Nevada's people live in the Las Vegas metropolitan area, which contains its...
. The LINK system combined headphones with hands-free cellular technology
Technology
Technology is the making, usage, and knowledge of tools, machines, techniques, crafts, systems or methods of organization in order to solve a problem or perform a specific function. It can also refer to the collection of such tools, machinery, and procedures. The word technology comes ;...
, allowing users to both listen to music from a portable audio device, while making and receiving calls through their cell phone. In 2003, Alden sold the first products to Milo Snow & Skate, an action sports shop in Utah.
Alden was named one of vSpring Capital's "Top 100 Venture Entrepreneurs" of 2008, and holds a patent for technology that integrates mobile phones and music players, LINK technology.
In December 2008 the company was named "the world's coolest ear bud," by Fortune Magazine
Fortune (magazine)
Fortune is a global business magazine published by Time Inc. Founded by Henry Luce in 1930, the publishing business, consisting of Time, Life, Fortune, and Sports Illustrated, grew to become Time Warner. In turn, AOL grew as it acquired Time Warner in 2000 when Time Warner was the world's largest...
. In addition, the company received local standing in 2008, placing in the Utah Business Fast 50, featuring the top 50 best and most innovative companies throughout the state. The company has quickly jumped to its place as the third most-sold headphone in the U.S. marketplace. In 2005 the company had $1.3 million in annual sales, while its 2009 ranking puts it in place to hit the $100 million mark. As quoted by the Salt Lake Tribune, "We're gunning for No. 1," said Andrus, Skullcandy's President.
Also during the fiscal fourth quarter of 2008, Skullcandy was financially backed by Goode Partners, a New York based private equity firm.
On January 28, 2011, Skullcandy filed for initial public offering
Initial public offering
An initial public offering or stock market launch, is the first sale of stock by a private company to the public. It can be used by either small or large companies to raise expansion capital and become publicly traded enterprises...
with the Securities and Exchange Commission. This announcement was met with some criticism from financial press.
The company set terms for its IPO on July 6, 2011 and expects to raise $150 million in an offering the same month.
Product reception
Skullcandy has received mixed reviews for their headphone's design and general performance. Skullcandy has received best "Customer Sound Service" by a local Utah magazine named City Weekly.Headphone Models
- Over-Ear-
- Agent; small over-ear headphones designed to be discreet and comfortable. The line features designs from various NCAA football teams.
- Double Agent; headphones based on the same frame as Agent, but feature wireless connectivity.
- G.I.; headphones designed for gaming with PlayStation 3PlayStation 3The is the third home video game console produced by Sony Computer Entertainment and the successor to the PlayStation 2 as part of the PlayStation series. The PlayStation 3 competes with Microsoft's Xbox 360 and Nintendo's Wii as part of the seventh generation of video game consoles...
and Xbox 360Xbox 360The Xbox 360 is the second video game console produced by Microsoft and the successor to the Xbox. The Xbox 360 competes with Sony's PlayStation 3 and Nintendo's Wii as part of the seventh generation of video game consoles...
, equipped with a gaming microphone. A version is available strictly for music listening, removing the microphone. - Hesh; large, affordable headphones available with a vast array of designs from sports teams to specially designed artist graphics. Some models include an inline.
- SK Pro; headphones designed for DJs and MCs
- Skullcrushers; compact, fold-able headphones that feature built-in subwoofers to deliver bass and vibration. Snoop DoggSnoop DoggCalvin Cordozar Broadus, Jr. , better known by his stage name Snoop Dogg, is an American rapper, record producer, and actor. Snoop is best known as a rapper in the West Coast hip hop scene, and for being one of Dr. Dre's most notable protégés. Snoop Dogg was a Crip gang member while in high school...
had two different colored editions of this line. - Mix Master; headphones specially designed for DJs and MCs featuring an instant mute button and dual audio inputs for each ear-cup.
- Roc Nation Aviator; headphones designed with and for rapper Jay-ZJay-ZShawn Corey Carter , better known by his stage name Jay-Z, is an American rapper, record producer, entrepreneur, and occasional actor. He is one of the most financially successful hip hop artists and entrepreneurs in America, having a net worth of over $450 million as of 2010...
's record company Roc NationRoc NationRoc Nation is an American management, music publishing and entertainment company founded by Shawn "Jay-Z" Carter.-History:In April 2008, Live Nation partnered with Jay-Z to create Roc Nation...
. The design is based on aviator sunglasses, hence the name.
- On Ear-
- Lowrider; small, on-ear headphones featuring a DJ style design. Some color options include a Mic 1 style inline mic. These are often listed as "Mic'd"
- Icon; discreet, inexpensive, comfortable headphones for easy listening.
- Icon 2; on-ear headphones based on the Icon; however feature a more lightweight headband design, as with the Lowriders some colors include an inline mic and are listed as "Mic'd"
- UpRock; inexpensive on-ear headphones for comfortable listening featuring a minimalist design. Synced for hip hop, rock, and roots
- In Ear-
- Ink'd; simple, low cost earbuds, designed for beginning listeners. Availible in a wide varity of colors, as well as with an inline mic under the "Ink'd Mic'd" name.
- Holua; earbuds that feature a casing made from wood.
- FMJ (Full Metal Jacket); earbuds that feature a complete aluminum housing and an inline mic using skullcandy's Mic 1 which works on many phones.
- Smokin' Buds; inexpensive earbuds that feature an in-line volume control, or an inline mic. These are Mic 1, and the microphone works with most phones.
- Riot; inexpensive earbuds marketed as providing deep bass and good quality sound.
- Titan; in-earbuds similar to FMJ, but do not have an inline mic. They are attuned for for an over all sound quality, not bass responce like many other skullcandy earbuds.
- 50/50; earbuds designed with an in-line microphone, track and volume control for use with iPod, iPhone, and iPad. This is the Mic 3 type of mic and does not work on all phone models.
- Jib; earbuds that are the cheapest skullcandy earbud out there, although they are discontinued, they are still sold at some stores.
- Asym; headphones feature a design which allow listeners to wrap the line around the back of their ear.
- Chop'd; standard non-isolating buds with earloops designed for active movement.
- FIX; coming in two designs, in ear and earbud, these headphone are made to sit in ones ear both comfortably and firmly. Both models feature mic 3, which includes an in-line microphone, track and volume control for use with iPod, iPhone, and iPad. Like the 50/50s this mic does not work with all phones.
Skullcandy gives a lifetime warranty to all of their customers for their headphones.
Sponsored athletes
Known for their relationships with various action sports industries, Skullcandy currently sponsors professional athletes in snowboardingSnowboarding
Snowboarding is a sport that involves descending a slope that is covered with snow on a snowboard attached to a rider's feet using a special boot set onto mounted binding. The development of snowboarding was inspired by skateboarding, sledding, surfing and skiing. It was developed in the U.S.A...
, skiing
Skiing
Skiing is a recreational activity using skis as equipment for traveling over snow. Skis are used in conjunction with boots that connect to the ski with use of a binding....
, skateboarding
Skateboarding
Skateboarding is an action sport which involves riding and performing tricks using a skateboard.Skateboarding can be a recreational activity, an art form, a job, or a method of transportation. Skateboarding has been shaped and influenced by many skateboarders throughout the years. A 2002 report...
, wakeboarding, motocross
Motocross
Motocross is a form of motorcycle sport or all-terrain vehicle racing held on enclosed off road circuits. It evolved from trials, and was called scrambles, and later motocross, combining the French moto with cross-country...
, and the biking communities. Working with athletes such as Terje Hakonsen
Terje Håkonsen
Terje Håkonsen, is a Norwegian snowboarder.Håkonsen dominated freestyle snowboarding in the 1990s winning the ISF World Championships in half-pipe three times in a row, in 1993, 1995 and 1997. He has also won 5 European championships in half-pipe , the U.S...
, Louie Vito
Louie Vito
Louis "Louie" Vito is an American professional snowboarder.-Early life:Louis Vito was born in Columbus, Ohio and raised in Bellefontaine, growing up outside Mad River Mountain. He attended the Stratton Mountain School in Vermont and turned pro in 2005...
, Clay Marzo
Clay Marzo
Clay Marzo was born on July 17, 1989, in San Diego, California. He was raised in Lahaina, Maui, Hawaii where he currently still resides. Clay is an accomplished professional surfer and aquatic athlete....
, Balaram stack
Balaram Stack
Balaram Stack is a native Point Lookout, New York professional surfer. He was born on September 5, 1991. The youngest of three surfing brothers, Stack was born in Sebastian, Florida, where he began riding waves on a boogie board at three. His family relocated to Long Island when he was five,...
and Mark Frank Montoya has spawned some of Skullcandy's signature action sports pieces including the Terje Nine and MFM Pro.
Non-profit
Boarding for Breast Cancer
Boarding for Breast Cancer is a 5013 nonprofit foundation that provides breast cancer awareness, education, prevention and support for young people and the action sports community at large...
" initiatives. Boarding For Breast Cancer (B4BC) is a nonprofit, youth-focused education, awareness and fundraising foundation designed to increase awareness about breast cancer, the importance of early detection and the value of an active lifestyle. Skullcandy announced their 2007 donation of $36,723.80 to Boarding for Breast Cancer at the 2008 SIA show, making their contribution the largest one-time donation the organization has yet to receive. A B4BC supporter since 2006, Skullcandy donates 5% of all pink products sold to support the organization’s efforts.
Promotions with Artists
Skullcandy features artists that endorse their products with special designs. They worked in partnership with Jay-Z to design Roc Nation Aviator headphones, and also produced two designs of Skullcrushers featuring rapper Snoop DoggSnoop Dogg
Calvin Cordozar Broadus, Jr. , better known by his stage name Snoop Dogg, is an American rapper, record producer, and actor. Snoop is best known as a rapper in the West Coast hip hop scene, and for being one of Dr. Dre's most notable protégés. Snoop Dogg was a Crip gang member while in high school...
themed designs.
National trade show & event presence
Skullcandy has been present at the Consumer Electronics ShowConsumer Electronics Show
The International Consumer Electronics Show is a major technology-related trade show held each January in the Las Vegas Convention Center, Las Vegas, Nevada, United States. Not open to the public, the Consumer Electronics Association-sponsored show typically hosts previews of products and new...
(CES), Macworld, SnowSports Industry Show (SIA), Surf Expo, the Action Sports Retailer Show (ASR), Magic
Magic (trade show)
The Magic Marketplace is a Las Vegas biannual men's apparel and accessory tradeshow, founded in 1933, by the Men's Apparel Guild in California. Exhibitor categories include: designer, contemporary, casual, streetwear, active sporting wear, accessories, young men's, and kids.-External links:*...
, and Interbike. In addition to the company's international tradeshow presence, Skullcandy also partners with a variety of action sports events and national concerts and music shows. Some of these include the X Games
X Games
The X Games is a commercial annual sports event, controlled and arranged by US sports broadcaster ESPN, which focuses on action sports. The inaugural X Games was held in the summer of 1995 in Rhode Island....
, Zumiez Couch Tour, South by Southwest
South by Southwest
South by Southwest is an Austin, Texas based company dedicated to planning conferences, trade shows, festivals and other events. Their current roster of annual events include: SXSW Music, SXSW Film, SXSW Interactive, SXSWedu, and SXSWeco and take place every spring in Austin, Texas, United States...
(SXSW), and Vans Warped Tour.