The Birth of a Brand
1978 - 1980
In August of 1978, a small black and white advert appeared in the new product section of BMX Action Magazine, announcing "Haro's Factory Plates." This low-key promotion marked the start of an entrepreneurial journey, and a new enterprise, that would profoundly shape the identity and direction of the new sport of BMX. Priced at $6, including shipping and handling, these early examples of Haro's iconic BMX number plates utilized rectangular, and oval, Preston Petty motocross plates, with Haro adding custom graphics cut from sheet vinyl.
BMX Action Magazine writes; "Each Factory Plate is unique and original. Haro hand cuts the numbers from several colors of glossy adhesive vinyl, sticks 'em on a genuine Preston Petty unbreakable number plate, pre-drills and rivets the mounting holes and even includes four tie-downs."
Haro began producing customized number plates for local BMX racers in 1976, while living at home with his parents in Spring Valley, California. The enterprise tapped an inherent talent for art and design and provided some handy funds for his other passion; racing motorcycles. Bob's lifestyle was typical of kids growing up in southern California during the 1970s. He raced bikes, surfed, and skated. But Bob was the kid that made things happen. He had energy, and a vision. Bob Haro was going places.
Aside from branding and product design, Haro's early contribution to BMX was defined by another totally unique concept. As the BMX Racing scene expanded globally and evolved to accommodate a ranking system, many young riders turned away from the fiercely competitive environment in search of an alternative, more organic, riding challenge. They began experimenting in drainage ditches, empty reservoirs, and in some cases, skateparks. Jumping out of the smooth paved transitions quickly evolved to rolling and balancing. Haro and his neighborhood friend, John Swanguen, became obsessed, pushing one another, and carving fast lines through the smooth cement bowls at the Skate Heaven Skate Park.
In the summer of 1977, a life changing opportunity became the catalyst for Bob Haro to put his artistic talents to work at the epicenter of the emerging BMX scene. His talent as an illustrator caught the attention of BMX Action Magazine publisher, Bob Osborn. Osborn was a part-time fireman and single parent to his son RL, and daughter, Windy, and he initially published the magazine from the family home on Arvada Street, Redondo Beach. Having submitted several of his BMX cartoons through the mail, Haro was invited to join the small team at Wizard Publications as Staff Artist. Osborn took a leap of faith and leased a small office for Wizard in the summer of 1978, and the opportunities that came along with a small desk in the warehouse enabled Haro to further develop his creative talents, and make industry contacts.
As demand for the Factory Plates increased, Haro began producing his own proprietary shapes and designs from sheets of low-density polyethylene. He molded the contours over the burners of a kitchen stove, and applied graphics cut from rub-down contact paper. Then in early 1979, a series of new adverts – hand drawn by Haro to minimize costs – started to appear regularly in BMX Action. The more refined Haro “Pro Plate” featured an embossed "Bob Haro" signature on the rear panel, and soon after, a logo; “Bob Haro’s Factory Plates”, appeared on the front panel. Many of the up-and-coming pro racers of the era chose Haro number plates, and these early examples are the first of a series of different models that helped to establish the Haro brand in the late 1970s and early ‘80s.
By the summer of 1980, Bob Haro had left BMX Action. Right away, he leased a building just a few miles away on South Vermont Street, in Torrance, and with newfound independence and a renewed focus, a continuous flow of innovative products and apparel flowed from Haro's drafting table and into the BMX market.