CALI StrongCALI Strong is an iconic sports brand that represents the California lifestyle and its “anything’s possible” ideology.  The CALI Strong attitude shows up in every authentic skateboard, surfboard, snowboard, shoe, tshirt, and hoodie design worthy enough to be symbolic of the “Mecca of Cool”.  The destination promises to be spectacular but more so the journey… Livin’ Life CALI Strong.

CALIFORNIABeautyCALI Strong celebrates the greatness of California; the diverse landscape, the history, the diversity, the culture, the people.  California represents the crown jewel of United States of America.   California is the 7th largest economy in the world and takes the leadership role in many categories including technology, energy, farming, entertainment and tourism.  California consistently leads the world in advanced concepts, original ideas and continually sets the trends for America and for the rest of the world.   CALI Strong represents everything in popular culture in the great state of California including Action Sports, Music, Fashion, Technology and Hollywood Entertainment.  Being CALI Strong means to be alive, vibrant, invigorated, energized and empowered.  It is our battle cry and what we stand for at the San Diego-based CALI Strong brand. California is a place of inspiration and celebration of dreams and dreamers.  Its more than a way of life, it is a “go-for-it” philosophy of how to live life to the fullest and to enjoy every facet of the California Dream.  Livin’ Life – CALI Strong.

CALI Strong Christian Soto photographed by Christian Pesetsky

California is an idyllic state with a host of settings unlike anything else in the world —from low-key to luxury, wild and beautiful to rarified elegance.  California boasts one of the most spectacular 800-plus-mile coastlines in the world and offers something for everyone: from warm, sun-drenched beaches, to mystical, fog-laced beaches bordered by towering redwood forests.  Just follow the coast to find which beach fits.  From it’s far North Coast, a majestic place where cliffs and thick forests meet the sea offering granite monoliths and thundering waterfalls and some of the baddest summits in the West to Southern California hosting the ultimate beaches where beach culture was invented.  Everyone plays in the water from swimming, surfing, stand-up-paddleboarding, scuba diving, snorkeling, fishing to kayaking.   You could spend a lifetime exploring California’s coast and still fall short. To breathe the invigorating ocean air, bask in the warmth of the over-300 days of California annual sunshine and feel the magnetic energy of the people of California is… Livin’ Life –CALI Strong.   

CALI Strong Skateboarding Arturo Chula Vista High School CaliforniaCALI Strong is the empowering feeling you get when you nail the landing of a trey flip off a 9-stair for the first time, close a super-set training session at Muscle Beach with a 3-mile beach run, enjoy the stoke of a 2-hour surf session at Trestles, carry out a personal best 100-mile bike ride along Pacific Coast Highway, conquer base jumping Yosemite’s El Capitan, play outdoor hoops at Laguna Beach or just enjoy a nice walk on one of the countless famous coastlines.  California life is the envy of the world……Livin’ Life CALI Strong.

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Tony Hawk Skateboarding Legend

Tony Hawk Skateboarding Legend

California is the epicenter of sports boasting the best environment and weather conducive for training and producing many of the top athletes in the world from individual, team, to action sports. California has actually produced more professional athletes than any other state or country in the world.  Some of these top athletes include Joe DiMaggio, Jackie Robinson, Tom Brady, Marcus Allen, Bill Russell, Bill Walton, Cheryl Miller, Tony Hawk, Shaun White, Rob Machado, Pete Sampras, Billie Jean King, Florence Griffith Joyner, Venice Muscle Beach Greg LeMond, Karch Kiraly, Bob Mathias, Tiger Woods and Mark Spitz.  California is home to the  first-ever Gold’s Gym, Joe Weider’s Muscle and Fitness Magazine empire and legendary Venice Muscle Beach.   The weather and the lifestyle are the same inspirations that motivate most Californians to live an active lifestyle in the sports of their choice including skateboarding, surfing, running, biking, swimming, golfing, tennis, snowboarding, skiing, motocross, yoga, rock climbing, hang-gliding, kite-surfing, soccer, baseball, football and basketball.  Something for everyone for the outdoor enthusiast…… Livin’ Life CALI Strong.

2pac dr dre

2Pac & Dr. Dre “California Love”

Music has also been a monumental component of the California lifestyle and global influence where many of the industry’s top influencers call home including Capital Records/Universal Music Group, and Creative Artists Agency, the world’s largest talent management and booking company.  California continues to be the topic of many classic songs starting from Beach Boys’ Surfin’ USA and “California Dreamin” by the Mama’s & the Papas in the 60’s to the Ramones’ “California Sun”, “Hotel California” by the Eagles, “Going Back to Cali” by LL Cool J, “California Love” by 2Pac and Dr Dre, up to modern day Katy Perry and Snoop Dogg’s “California Gurls”.  Some of the bands born in California include The Beach Boys, Eagles, Guns N’ Roses, Metallica, Snoop Dogg, Linkin Park and the Black Eyed Peas.  Music made here resonates and is heard across the globe…..Livin’ Life CALI Strong.

Z-Boys Circa 1975

Z-Boys Circa 1975 (upper row L-R) Shogo Kubo, Bob Biniak, Nathan Pratt, Stacy Peralta, Jim Muir
Alan Sarlo, Chris Cahill, Tony Alva (bottom row L-R) Wentzle Ruml IV, Peggy Oki, Jay Adams, Paul Constantineau

California creates its own style of fashion that symbolizes the multifaceted Golden State’s lifestyle of beach, mountain and desert living.  Many of the iconic action sports lifestyle companies whom are continually inspired by the California beach life and are based in Southern California, close to Huntington Beach referred to as “Surf City USA”.  San Diego, California is considered the “Skateboarding Capital of the World”, home to many of the industry’s top companies and athletes.  Skateboarding has impacted every aspect of street fashion and popular culture throughout the world.  San Diego is also considered the golf capital of the world and home to the majority of the best companies. Livin’ Life CALI Strong.

Skateboarding in Santa Monica, California in the 50s

Skateboarding in Santa Monica, California in the 50s

California has made an indelible global imprint in the world of technology represented by California-based Apple, Oracle, Goggle, Facebook, Twitter and eBay.  The world of popular culture in sports, music and fashion and the arts are intertwined with the world of technology through computers, cell phones and social media interaction impacting consumers worldwide.  Livin’ Life CALI Strong.

HollywoodThe world of entertainment is synonymous with the state of California.  Hollywood and American movies  have been a staple and major influence on everything popular culture throughout the world, exemplified by the glittery Academy Awards commonly known as The Oscars watched by over 40 million people worldwide annually.  American music and movies are watched in almost every country in the world influencing billions of people across the globe.  California is the home to many of the most powerful studios (Disney, Universal , Warner Brothers, 20th Century Fox, Paramount),

Back to the Future

Back to the Future

directors (Steven Spielberg, Clint Eastwood, Francis Ford Coppola)  and actors (Leonardo Dicaprio, Angelina Jolie, Tom Hanks, Jennifer Aniston, Brad Pitt).  Some of most popular shows that have glamorized the California dream and lifestyle are The OC, Knots Landing, Laguna Beach, Baywatch, and The Beverly Hillbillies.  Movies that showcased California include Back to the Future, Beverly Hills Cop, Clueless, Fast Times at Ridgemont High, and Gidget, which was the single main influence to bring surfing and the California surfing subculture into the American mainstream.  Livin’ Life CALI Strong.

Paul Rodriguez Pro Champion Skateboarder

Paul Rodriguez Pro Champion Skateboarder

The culture of California is closely tied to the culture of the United States and has unique roots to the cultures of Spain and Mexico.  The Latino effect on California has a huge influence on many aspects of the state in regards to population (44% of the people), music, art, food and style. The majority of the cities and street names contain Spanish influence i.e. Los Angeles, San Francisco, San Diego to name a few.    California is soul-stirring and achievers always come back to the place that inspires them the most.  Most either stay or come once and then return again and again like sand in the waves and the magnetic pull of the ocean… Livin’ Life CALI Strong.

CALI StrongIn spite of the current economic conditions or probably because of it; we at CALI Strong feel the time is perfect to launch the next great brand that inspires and motivates people to fulfill their dreams and aspirations.  What better defines the American spirit than spitting in the face of adversity, taking on the giants and bringing the fight to our home turf.  We believe in building a brand for the people by the people.  CALI Strong is to believe in the California Dream, which is synonymous with the American Dream: to survive and thrive, to live life to its fullest,  step up to meet challenges, overcome odds, be the best we can be, to reach a destiny that awaits any individual willing to work for it.  Dare to dream the California dream that has a very happy ending indeed… Livin’ Life – CALI Strong.