Alphonzo Rawls is the Engage Youth Co.’s Art Director and Cultural Trends Specialist. In his dual role, Alphonzo assesses ideas and concepts for media campaigns, engagement programs, new products and special projects, and shapes them into creative concepts that are highly in tune with youth culture. He guides design and marketing teams throughout the creative process, staying very hands on as he oversees the artistic aspects, as well as cultural veracity. His goal is to help young and youthful brands identify and embrace the current cultural moment, to be present and relevant to their audiences. A respected artist and pro skateboarder, Alphonzo is deeply entrenched in youth culture. He has always had a deep drive for self expression and activities that challenge his creativity, and so in 1990 started designing skateboard graphics and shoes for the brands who sponsored him, and fell in love with the process. This evolved into a 20+ year career in design and development of a range of products including footwear, apparel, accessories, furniture and more. Alphonzo’s most iconic design item was with DC Shoes, for whom he designed the “Court”, their top selling design to date (over a million pairs sold). Other past clients are Fallen Footwear, Osiris Shoes, Reef Sandals, Celsius Snowboard boots, Gravis Footwear, Cobian Sandals, Roxy Footwear, Lugz, Macbeth Footwear, Fox Footwear, and Nomis (Soccer Cleats). His own line apparel line built on parody aesthetic, Everybody Skates, sought after in Zumiez and Supreme, enjoys legitimate street cred within youth culture.