Santa Cruz Skateboards has been an industry leading manufacturer of board sports lifestyle products for over 40 years. A new era of skateboarding started when Richard Novak, Doug Haut, and Jay Shuirman founded the NHS. Inc. back in 1973 they stirred up a new trend with their very own skateboard. The acronym NHS comes from their surname initials - Novak, Haut, and Sherman. Santa Cruz Skateboards offers a unique combination of legendary, old-school graphics and designs with the latest and greatest deck constructions and a team of top professional skaters. The brand is known for two very iconic logos - the red dot logo and the Screaming Hand logo. It was a big step forward in the world of skateboard graphics because of its bold lines and bright colors and because it used real artwork on the branding of a skateboard. From Natas to Hosoi and Grosso to Moul, it's impossible to immerse yourself in skate folklore without coming into contact with Santa Cruz' rich history and its ubiquitous Screaming Hand logo is as iconic as they come. At the time the NHS ruled the industry of skateboards with a large fanbase . It is dealing with 13 brands, and the major customer base is skateboards and its related products, e.g., clothing and accessories.