Zero Skateboards was created by Jamie Thomas in 1996. Zero is an embodiment of Jamie Thomas himself and the style of Zero has been built around his vision for what a skateboard company should look like. Zero Skateboards was initially going to be a clothing brand but quickly turned into a board brand and was first seen in the Toy Machine video Welcome to Hell. The video featured a short section of skateboarding by Adrian Lopez, Aaron Harrison, Scott Copleman and Wade Burkitt, which served as an introduction to Zero Skateboards. Jamie Thomas still rode for Toy Machine at this point, but made the switch over to Zero Skateboards the following year. Zero went on to become one of the most iconic skateboard brands ever. The visual communication through the Zero videos, graphics and team riders was extremely focused. Skulls, black graphics and traditional American rock songs were used in their videos, which had a distinct style through Jamie Thomas filming and editing. Zero was once considered the biggest skateboard brand in the world. The videos they released in the late 90's, Thrill Of It All and Misled Youth catapulted Zero to global fame. Thrill Of It All featured the skateboarding talent of Adrian Lopez, Aaron Harrison, Wade Burkitt, Erik Ellington, Matt Mumford and Jamie Thomas. Misled Youth, released only one year later in 1999 showed a newer team with Jim Greco and Ryan Bobier joining the ranks. Dying To Live (2001) saw Chris Cole and John Rattray added to the Zero team. Zero Skateboards are still strong today with Jamie Thomas continuing to head up the team and brand. Zero tee shirts and Zero completes are very popular and Zero hoodies in black are still one of the most popular skate clothing items. The Zero team today is Dane Burman, Tommy Sandoval, Adrian Lopez, Windsor James, James Brockman and Tony Cervantes.