SHANE O'NEILL LEAVES PRIMITIVE TO START HIS OWN COMPANY

Shane O'Neill sent shockwaves through everybody's phones this afternoon when he announced via Instagram that he is leaving Primitive. O'Neill joined Paul Rodriguez's small-ish elite team in November 2015, ending a long stint at Skate Mental. The post, much like O'Neill's skating, was elegant and precise, leaving no room for misinterpretation:

"This is my last clip on a Primitive board … I will be starting a new board company with friends and skaters you all know of. We are working on it all now and it will be out later this year!" 

Ever since O'Neill arrived on the scene nearly a decade ago, he's been considered a pioneer. He was the first to drop an iTunes video part (in partnership with The Berrics in 2010), and the current wave of unreal technical innovation is thanks in large part to O'Neill's accomplishments. There is no doubt that whomever O'Neill adds to his inaugural team will be held to an insane standard. And, honestly, that's exciting!

By the way, P-Rod doubled down on this shocking bit of news with a characteristically classy bon voyage post on Instagram. Peep it below, and be sure to follow @shanejoneill for the latest developments: