Steve Williams: Celebrity Redefined
Text courtesy of: The Royal Magazine
Photo courtesy of: Kayo Corp/DGK

Though our intentions are good I don't think we will ever be as hip as Stevie Williams.

He grew up on the streets of Philly and started skating when he was 15. Now 10 years later he lives in LA; has toured as a member of the Chocolate team, and has just scored a deal with RBK. And if that doesn't impress you this guy also has his own backpack and he has a Polish fan site, Shit… what else do yah need. We got to sit down with Stevie and do a little rap session.

First off, let's talk a bit about the lifestyle. Skaters are finally getting their time in the limelight… they're the new rockstar. Aside from money and luxuries, how has this renewed appreciation for skating affected your life? How has it influenced the sport in general?

My whole life has changed drastically. I'm a skater from the hood, and skating is a blessing. Given other stars like Bam, I can flip and show a different side to skateboarding, being from the hood, ya know. I've been skating for 15 years, but it really only started shining in the past 3… DC signature shoes, a Pro skateboard on Chocolate, and now Reebok and DGK. I just want to make sure my mom and my baby are cool.

I changed the sport in general because I'm a kid from the hood. Before I came along, the kids in the hood didn't have a stable icon to look up to. Now they can look up to me. Even if I wasn't “Stevie Williams” I would still be the dude skating in the hood, “that nigga from the hood.”

And amidst all of this, you have a newborn daughter!

3 months old, her name is Brooklyn.

Congrats. How has having a child changed you?

(Laughs) Responsibility, living and compromise.

Sounds like a big deal. Speaking of big deals, your role is absolutely critical in RBK's marketing push into skateboarding. Why did you choose to roll for RBK?

The reason I chose to roll for RBK was because I knew I fit, I knew that I could bring something different to the table other than rapping and looking pretty. I bring a style that's unique and untapped, and just explosive, ya know what I mean.

Everything that I wanted do, was possible with DC but it would have taken too long. I'm a go-getter; if I see something that I want to do, I'm going to do it. When I sat with RBK and asked if they could handle all my ideas and not question me, they were all with it. It wasn't about the money, it was all about them believing in me, supporting my ideas, and not second-guessing. It's all about putting me on a pedestal, where I deserve to be.

Where exactly are they planning on taking the sport?

Basically, there are no clothing companies or shoe companies that rep the urban skater. I'm one of the most respected urban skaters in the game, so this is a collaboration. Reebok partnered with my skateboard company, DGK. They're going to be making DGK by RBK, DGK Apparel, DGK Shoes… all of this along side the Jay Z, 50, and Allen Iverson lines.

This will be the first skateboarding shoe ever made by Reebok, and first urban skating brand.

How are rights and ownership distributed? What are the logistics?

I own DGK 100% and licensed the name to Reebok/RBK. DGK by RBK is showing the skateboarding world that people like myself can come across a deal with a major corporate brand, but can still bring the goods back to the core. I'm bringing back to CCS and Brooklyn Projects what I got from the corporate industry.

You're backing Brooklyn Projects and Muska?

Yeah, that's my dawg. Ever since I signed with Reebok, people be hating. Rich Marshall though, that's my man… he's making sure I'm on point. I got my people from SF to Philly, and Muska, but everybody else… I don't know. I second-guessed my relationships with people. People be saying shit. I don't know what to think, that's just what happens I guess.

Do you think that they consider you a sell out?

Yeah, I'm a “sell out”. I'm considered a lot of things, but I don't see it as that; they're just salty because it wasn't them. It could have been anybody. But it's me. I am not saying I'm the number one skateboarder in the world at all. My manager said to go through with it, so I did.

How does this play into RBK's extended family, such as BBC and Ice Cream?

Fuck Posers!

Why do you think the BBC wasn't as successful as many people predicted? You don't strike me as the type to wear Ice Creams…

I ain't no poser. Ice Cream is for Posers. I definitely ain't the Ice Cream type. I melt Ice Cream!

So you're living the dream, getting paid to skate around the world. What's been the best place so far?

I'd say Australia .

Why's that?

Everything is halves. A hundred dollars over there is 50 dollars here in the U.S. Also, wintertime here is summer over there, which is pretty phat. Also, it's 19 hours away from home and it really gives me a chance to appreciate where I'm from.

What brands have it all wrong? Who just wants to exploit skating for a quick buck?

(Laughs) Ice Cream and BBC! It's all going down.

What car are you pushing these days?

Got a CL500 and a Delt 88. You don't know which one you might catch me in. I might be in a helicopter or some shit. Niggas can't clock my shit.

Partying?

I stopped drinking 3 months ago when my daughter was born, but you might catch me here and there. I play the crib and try to focus on my career. I have heavier deals coming at me now, so I can't be intoxicated in the morning… I just can't be, you know what I'm saying? Like, I had to be up at 8 in the morning to do a camera interview for 500 people in Florida . Imagine if I was on Moet et Chandon the night before! I slowed back a whole lot; the next couple months are crucial.

Anything else you would like to say?

Shout out to DGK, The Royal Magazine, RBK, my man Rich Marshall, Lost Children, LCOB, Susan (mother) and Brooklyn (daughter), the loves of my life.

No bold statements to leave off on?

Fuck Posers! Holler at me when you see me, get your mind right.