LOOKBACK #10: The Medium Cult

Medium’s image evolved over the years as they tried to portray themselves as the most rebellious and self-described “worst-behaved team in the industry.” Their advertising and merchandise from late 1997 and on all used red and black as the main colors, and had a dark, almost evil feel to it. Below are scans of Medium ads from 1998-1999 from Daily Bread and Box, their 1998 catalog, and pictures of their 1999 clothing line which I recovered from the web archive of www.mediumdumbass.com. Three of the ads advertise the fourth Medium team video, “Lights, Camera, Smacktion!” which was never released. — Ben Rogers

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Ben Rogers - Sunday, August 29th, 2010

This should mention that a lot of the old Medium shots in this are from Tom Smith’s collection. http://www.facebook.com/#!/album.php?aid=465475&id=719970310

D-Man - Sunday, August 29th, 2010

Oh dang. Medium…Ahhhh it kills me to know Medium doesn’t exist any more.

They were the highest quality and juiciest wheels in their own way. The best quality Medium wheels IMO were probably the Raphael Sandoz “Swiss Watch” wheels. Pure quality.

What age was Shane Coburn when he started Medium? I find it difficult to believe he started these companies when he was only 21-23.

foil chewer - Monday, August 30th, 2010

fucking rules.BRING BACK MEDIUM.ill buy that shit.

ANGELO F - Monday, August 30th, 2010

Oh wow this was a great lookback i must say this collection and presentation of it all was really a charm to kinda fall back a few years and flashbacks, medium was def a great company and had there reign at a time.

D-Man - Monday, August 30th, 2010

Ben Rogers,

Thanks for that link. Who’s Tom


Somethingblue - Tuesday, August 31st, 2010

I would give anything to have some of those medium t-shirts, Shane do a re-run I beg you!!! I need the Corporate t-shirt in red! more than I need food.

Psipha21 - Tuesday, August 31st, 2010

My First Girlfriend Ran Off wit My White Medium Down Logo Hoodie. Medium was the Ruggedest of the Rugged.

Juan Mosqueda - Wednesday, September 1st, 2010

Medium still is and will always be my fav company, I still have a bunch of stuff, even a hoodie!! Shane Coburn is the shit!! He has done so much for Rollerblading…Jake Elliott has always been a great friend of mine, and is my sons God-father. We met skating one day sometime before Shane and DAP came to film him for VG3…

brink - Thursday, September 2nd, 2010

another great article by Ben Rogers. Smell the Glove was a nice postscript.

Russ - Thursday, September 2nd, 2010

This article is great I still own a Medium tee somewhere the one with sirrenges and shit in the logo, at the time it was the most badass company and had an ill team those were the days of Champion . Great read

Anthony - Sunday, September 5th, 2010

Medium!! Yes!!! These lookbacks are just getting better and better!! Would like to see Rise Above, 3rd World, 976 Launderings, Fiction..

Ian Hutchinson - Monday, September 13th, 2010


Alex - Tuesday, September 18th, 2012

I still have a black medium arrow shirt. And I will forever. Long live the most innovative skate company ever.

Omar - Wednesday, October 31st, 2012

I still have that hoodie Champion is wearing on the first pic.

Paul - Friday, April 6th, 2018

my friend kept all our crews skate parts. He still had my Higgs boson theory anti- rocker wheels. I’m using them now on my new valos. i would dump all my money into the company if they made a come back. They made Quality stuff.

James - Friday, June 26th, 2020

I used to love medium, they had the best team for sure and they had the best clothing designs and team videos by a mile.

I used to think Shane Coburn was a genius but I was young and no idea about Ed Templeton and Toy Machine or skateboarding culture. Medium heavily ripped off toy machine for sure, some ads are almost identical to the Toy Machine aesthetic.