Aggressive skating came to life in the 1990s and almost from the very beginning, USD has been leading the sport by developing and producing the most innovative skates and parts possible.

Formed in 1997 as a sub-brand of POWERSLIDE, USD was originally named “Upside Down” because it was bold enough to turn the skate industry on its head and create the products needed to help grow the young sport of aggressive skating. As the brand developed and matured the name was changed to Universal Skate Design.

USD was the first company focused on producing high-quality skates with replaceable and customizable parts. For the first time ever, skaters could tailor their skates to suit individual skating styles and skill levels.

 More than just a company, with what is arguably the best skate team ever assembled, USD helped mold the sport and develop a culture. Legendary skaters including Dustin Latimer, Jon Julio, Josh Petty, Aaron Feinberg, Rachard Johnson, Champion Baumstimmler, and Kevin Gillan were some of the original members of the USD team.

On the marketing and design side of things, USD worked with the most ingenious people in the industry, including Shane Coburn, Arlo Eisenberg, Brian Konoske, Brooke Howard Smith, Robert Lieveanos, and many others.

Aggressive skating has always been an important focus for POWERSLIDE and USD. Through the ups and downs of the industry, we’ve been here supporting skaters, developing new products, and dedicating ourselves to the sport.

Since the very beginning, we’ve focused on working with good, passionate, talented people and the approach has paid off big time. We have a strong, stable team of skaters who touch every aspect of the company. Eugen Enin and Sam Crofts, as two examples, support USD’s social media and video presence, which blend seamlessly with Kenneth’s design and marketing efforts.

Now, 25 years later and USD still here leading the aggressive skating industry, bringing skaters together, exposing people to the sport, and making the most advanced innovative products possible.