Cadillac Wheel advertising poster
date: label: date made
content: 1974
notes: label: Description (Brief)
content: Cadillac Wheels advertising poster is a multicolor print of a cowboy holding a skateboard with palm trees in the background and oranges in the foreground made to mimic orange crate labels. Printed in orange and yellow, "From Out of the West comes [/] Cadillac [/] Wheels." According to the donor, he created this ad for the 1974 Christmas season so he reserved a full page advertisement in the December issue of Surfer Magazine which became the first full page skateboard ad in a national publication. The artist is Jim Evans and used an airbrush technique that created the "western sunset, orange crate label look." The out of the west was a tongue and cheek theme created by the donor.
label: Description (Brief)
content: Frank Nasworthy’s introduction of the urethane wheel to skateboarding in the early 1970s, changed the face of the sport allowing riders a more fluid, smooth ride and innovators to create new and improved equipment designed specifically from the use of the urethane wheel on skateboards. Prior to Cadillac wheel’s introduction, skateboarding had dropped from popularity. The equipment did not allow for a safe, enjoyable ride. The wheels, made of steel, plastic, clay or a crushed walnut composite did not provide a smooth ride. One small rock or rise in the road and the board would stop, sending the rider flying. Nasworthy, a recreational skater discovered the urethane wheel, originally used for roller skating, at a friend’s father’s factory in Purcellville, Virginia. He saw the potential for skateboarding and returned to California with 1000 wheels he bought from his friend’s dad. Selling them to skate and surf shops in California, Nasworthy soon realized the business potential and began manufacturing the wheels under the name Cadillac. While skateboarding ebbed again in the late 70s, the wheels were here to stay.
label: Location
content: Currently not on view
topic: label: name of sport
content: skateboarding
setName: label: See more items in
content: Culture and the Arts: Sport and Leisure
label: See more items in
content: Sports & Leisure
dataSource: label: Data Source
content: National Museum of American History
identifier: label: ID Number
content: 2021.0116.11
label: accession number
content: 2021.0116
label: catalog number
content: 2021.0116.11
objectType: label: Object Name
content: poster, skateboarding
label: Object Name
content: skateboarding poster
physicalDescription: label: Physical Description
content: paper (overall material)
label: Measurements
content: overall: 21 3/4 in x 17 in; 55.245 cm x 43.18 cm