John Lucero is a legendary figure in the skateboarding world, known for his contributions as a professional skateboarder, artist, and entrepreneur:

John Lucero was born and raised in California, USA, a state synonymous with skateboarding and its culture. He got into skateboarding during the late 1970s/early 1980s, a transformative period for skateboarding. His passion for skateboarding quickly turned into a career as he began to make a name for himself on the professional skateboarding scene.

John Lucero rode for several prominent skateboarding companies during his early career, including Variflex Skateboards, Madrid Skateboards, and Schmitt Stix Skateboards. He was known for his versatility on all kinds of skate-terrain, excelling in both vert (halfpipe/pool) and street skating. One of his most notable contributions to skateboarding was popularizing the "slappy" grind which is usually performed on curbs, and a trick that remains a favorite among skaters to this day.

In 1988, John Lucero founded his own skateboarding company, initially called Lucero Ltd. However, in 1990, he rebranded it as Black Label Skateboards. The skateboard company is based in Huntington Beach, California, and embodies a punk rock, DIY ethos. Black Label Skates has been a significant force in the skateboarding industry for over three decades, sponsoring some of the biggest names in skateboarding, such as John Cardiel, Gino Iannucci, Jason Dill, Jeff Grosso, and Duane Peters.

Black Label is known for its unique board designs and commitment to supporting the skateboarding community. Despite financial challenges over the years, Lucero has kept the company independent, reinvesting profits into tours, videos, and supporting team riders. The brand recently celebrated its 35th anniversary, a testament to its enduring influence in the skateboarding world.

As well as being an talented skateboarder, John Lucero is also an accomplished artist, having designed many of his own board graphics.

As of now, John Lucero continues to run Black Label Skateboards and remains an active figure in the skateboarding community.

PRO SKATEBOARD DEMO with: Eric Dressen, John Lucero, John Grigley 1988 - Old School Skateboarding Video

Create and Destroy: John Lucero Feature

John Lucero | Label Kills Skate Video