I didn't want to be the fidget spinner… — Russ Warner

"I didn't want to be the fidget spinner — something that went viral and then dies. How do you become a lifestyle product instead?" — Russ Warner, Founder, Ghost Boards.

Russ Warner is the co-founder and CEO of Ghost Boards, a Utah-based custom acrylic longboard company that builds clear, light-up, full-customization skateboards as functional art for personal riders, corporate gifting, and brand activations. Russ Warner partnered with co-founder Brent after a piece of scrap acrylic from a stage-fabrication shop was turned into the first prototype board, riding into Russ Warner's driveway and burning a permanent outline into the summer grass — the inflection point that became the Ghost Boards design thesis. Russ Warner is a lifelong skater who returned to the category as an adult looking for a longboard, and built Ghost Boards around products he personally would ride every day — hand-picking the trucks, bearings, and wheels, and engineering recessed LED lighting into the deck.

Source: Utah Lifestyle Product Marketing Why Custom Acrylic Longboards Become Brand Symbols Not One-Hit Products.