Paul “P-Rod” Rodriguez Jr. is a professional street skateboarder and actor, and is the co-owner and co-founder of skate brand Primitive Skateboarding.
Born to actor and comedian Paul Rodriguez Sr., Rodriguez received his first skateboard at age 12, and was sponsored by Andy Netkin by age 14. Quickly rising through the skateboarding ranks riding for City Stars at age 16, then Girl Skateboards in 2002. In early 2013, Rodriguez helped skateboarder Danny Way to relaunch skateboard deck brand Plan B with owners Way and Colin McKay, before going on to launch his own skateboard deck company, Primitive Skateboarding in June 2014. During this time he also launched his eighth signature shoe with Nike. Rodriguez eventually departed from Plan B and released a collection of 500 gold-colored skateboard decks, which sold out immediately. After seeing the success of the decks’ sale, Rodriguez partnered with Andy Netkin, founder of skatewear apparel brand Primitive Apparel, and together they conceived the idea for Primitive Skateboards as part of the Primitive business.
On April 10, 2014, Rodriguez launched skateboard brand Primitive Skateboarding with Rodriguez as the president of the company and Netkin as the CEO. Rodriguez has stated his idea for the brand initially began in 2012. Since June 2014, Rodriguez has been the investor and owner of a number of skateboard brands: skateboard deck, skate apparel and retail store Primitive, accessory brand Markisa, and skate brand Andale.