Paul Rodriguez: Today Was A Good Day | Hypebeast

Getting back on topic with Koston, I heard a couple of big time LA stars are going to be in the second commercial. Any insight on that?

The cat is pretty much out of the bag for the first video, but obviously Ice Cube is in the commercial, he makes his cameo at the end and he’s a real cool dude. I was psyched he was able to be a part of it. Then of course Kobe honored us with his presence on the set, he was real cool and seemed really hyped on skating. It was just real cool to rub elbows with guys like that. I never thought skateboarding would bring me to a level where I would be knowing these guys and they actually know who I am, it’s a crazy honor. Of course we have Koston taking part, the new addition to the team. I thought it would only be right if the “Boss” could grace us with his presence. We also have Theotis Beasley and Shane O’ Neill (Nike SB AMs) showing them the love and the legend Lance Mountain, who is playing a cop in this commercial. So we really tried to touch all generations, all bases and really try to reach the skater and the mainstream in the sense of having Kobe and Ice Cube in there.

Speaking of Kobe, you said that you didn’t think he knew about the skate world, yet a wide array of people know of Paul Rodriguez, especially the youth. Do you see yourself as a role model or an ambassador of the sport?

I don’t know if I see myself as an ambassador, maybe some people do though. I understand that I definitely am a role model and it’s something I take seriously, especially now that I’m a father. The importance of setting a good example for kids is really starting to hit home with me. You know I am who I am, I don’t hide anything about who I am, I’ll always be very open about myself. But at the same time, I try to show responsibility to fans, I try to show that in the way I conduct myself. I’m not perfect, but I am conscious that there are kids out there who look up to me and I hope to steer them in the right direction.

Well put. Aside from skating, you have the title of entrepreneur under your belt. How did Primitive come about?

Primitive came about through Andy, my partner. This has been his dream since he was in High School. It’s something he has been envisioning for over 10 years. When I got on Nike, it immediately was the first thing he said, “Lets open up a sneaker shop, I’m telling you, a limited sneaker shop is going to kill it, everybody is gonna love it, I got this vision, I know how to do it.” At that time, I was only 19 and I just wasn’t really ready for that kind of responsibility. So he kept persisting over the next few years and finally about 2 years ago I realized to myself that I was at the point in my career where I was ready to explore other options, expand my portfolio, if you will. It turns out I’m really happy I did it. It was really nerve wrecking putting in the amount of money I had to put in, in the beginning, but Andy’s passion and his vision sold me. He was so on point that any time I had a question he was ready with the answer. Anytime there was in issue, in the process of getting the store open, he worked through it. He really showed this was something he wanted and he was really willing to work for it and wasn’t just like my friend trying to work an opportunity with his friend, who happens to be successful. Andy really put his financial status on the line to make this all happen and just seeing his passion for it was what really helped me believe that this would be a good thing.

Andy is definitely on a roll with various Primitive-related product. What other interesting projects do you guys have going on with Primitive?

The one that is just coming out is our Primitive Oakley Frogskin sunglasses, which came out really good, I’m psyched. Next we have the Primitive Nixon watch, which is going to look really sick. We also have a jean collaboration with The Hundreds set up. Right now those are just few of the projects and we’re of course looking to do some shoes and just keep the collabs coming. We also just recently did a Diamond collab tee, which did really well for us. Our Primitive shirts and New Era hats have been really well received in the street wear world, so we are very excited. The store has kept afloat for a year now, paying itself off, so that’s all we can ask for, especially in these times. We are very grateful.

Congrats on the 1 year anny. Retail can definitely be a tough venture, especially in this economic climate, like you pointed out. Have you guys started working on the Zoom P. Rod 4?

Yea, we actually started on the P. Rod 4 a month, month and a half ago. I’ve been going over it with James Arizumi (Nike SB Footwear Designer) and we started with the concept process. He took me to the mall, went through Fred Segal, and we kind of just talked about things I was into, whether it was clothes or shoes. Most of the time, James is just trying to get a sense of where my head is at, as far as style is concerned. He just sent me some sketches a couple weeks ago and we were just going over it then. We’re in the very early stages of the P. Rod 4 but it should be out around this time next year.

Kevin (Nike SB) was talking to me about it a bit, sounds epic. What else do you have in store for the rest of 2009?

A lot of things are coming up this year. We’re going to have the P. Rod 2.5 drop either in December or January of 2010. That’s going to be real cool, because it’s going to be a vulcanized, price point shoe. I currently have the cover of DUB Magazine our right now as well, which is pretty exciting. I’m going to have a cover and full interview in The Skateboard Mag coming out next. Working on the Plan B video—working to put out the best street video part I’ve ever done. I’m very excited about how that’s coming along. That probably won’t be out for another year or so. We got Street Dreams in theaters right now and I have my other film “Vicious Circle”, which is more an independent/dramatic film, out now in New Art Theaters. But my main focus right now is honing my craft and trying to become a better skateboarder, everyday. I also have a family, raising the baby, but you know the main focus is always trying to stand my best on the board and everything else should fall into place.

Paul, thanks for your time man. Any last words?

Give thanks, be happy for what you got, and do what you love. Thank God!

- Nike SB Website
- Primitive Website