Steve Rocco | The Man Who Souled The World
"The Man Who Souled the World" (2007) is a documentary that shines a spotlight on Steve Rocco, the renegade skater-turned-entrepreneur who flipped the skateboard industry upside down. In the late ’80s and ’90s, when corporations controlled the skate market, Rocco brought a DIY, punk-driven energy that handed skateboarding back to the skaters.
At the center of his impact was World Industries, the company he co-founded in 1987 with Rodney Mullen. Unlike the polished, safe brands of the time, World Industries thrived on being raw, rebellious, and unapologetically controversial. Their ads mocked competitors, poked fun at corporate culture, and even took aim at giants like Disney and the Church of Scientology.
The brand also became a hub for creativity. Under Rocco’s leadership, World gave rise to legendary sister brands like Blind, Plan B, and 101, while Marc McKee’s infamous graphics—featuring Flameboy, Wet Willy, and Devil Man - cemented its iconic identity. Rocco’s vision extended beyond decks too, with Dwindle Distribution ensuring that skateboarding stayed in skaters’ hands.
By the late ’90s, World Industries had grown into the biggest brand in skateboarding, proof that Rocco’s anti-establishment playbook had worked. His influence stretched even further - launching Big Brother magazine, nurturing creative minds like Spike Jonze and Jason Lee, and paving the way for what would eventually become Jackass.
The documentary captures all of this: the chaos, the controversy, and the genius of a man who dared to challenge the industry. More than just a film about skateboarding, it’s a story of how one visionary “souled” the world by keeping skateboarding real.
