OJ Wheels & Skateboard Urethane
OJ Wheels emerged from skateboarding's urethane revolution when Santa Cruz Skateboards introduced their distinctively bright orange Super Juice wheels in the 1970s—the vivid color that would inspire the brand's name and become its signature aesthetic. As part of the iconic NHS family (alongside Santa Cruz, Independent Trucks, and Flip), OJ established their reputation by developing specialized formulations when most competitors offered one-size-fits-all solutions. Their pioneering approach to urethane chemistry produced wheels that achieved what seemed contradictory—soft enough to handle cracked sidewalks and brick plazas while maintaining enough rebound for speed and control. The original Super Juice series transformed previously unskateable rough terrain into viable spots, while their later innovations continued expanding skateboarding's possible terrain. When the industry pushed toward rock-hard technical wheels that skipped and hung up on anything less than perfect concrete, OJ's smaller diameter soft wheels proved that you could maintain maneuverability without sacrificing the ability to roll over debris. Their distinctive bright orange branding became instantly recognizable in videos featuring NHS team riders attacking diverse terrain that would stop lesser wheels dead in their tracks. The Keyframe series later introduced the perfect middle-ground durometer, finding the sweet spot for skaters transitioning between street and cruising without switching setups. Whether choosing their ultra-soft options for Richmond's weather-beaten spots, their mid-range wheels for all-terrain versatility, or their harder options for smooth parks and pools, OJ delivers specialized solutions for specific terrain challenges—proving that proper wheel selection remains perhaps the most crucial factor in determining which spots become skateable and which remain insurmountable obstacles.
