Devastated by the California wildfires, Paliskates, the longest-running female-owned skate shop in the country, appeared in the national spotlight during the 2025 Grammy Awards.
A beloved fixture in the Pacific Palisades, the skate shop celebrated its 25th anniversary in December with live musical performances and reflections on its history. During the wildfires, the Paliskates’ flagship location in Los Angeles, a community fixture since 1999, was decimated.
The 67th Grammys telecast celebrated the resilience of Los Angelenos, paid tribute to first responders who risked their lives to protect residents and featured special guests like students from fire-ravaged schools and Los Angeles County Fire Department members.
Paliskates was among a few California businesses selected for a special commercial spot curated by the Recording Academy to promote local companies affected by the fires.
Other local businesses spotlighted included Rhythm of the Village in Altadena, an African cultural goods store; Two Dragons Martial Arts Studio in Pasadena; Orla Floral Studio in Altadena; and the Lost Stuffy Project, an East Coast-based duo dedicated to replacing cherished items like stuffed animal blankets for kids displaced by the wildfires.
In the commercial, singer Avril Lavigne made a cameo, announcing her surprise role as Paliskates’ new model. “You guys can go to Paliskates.net to support this amazing small business and the skate boys and skate girls,” she said in the commercial. Other voiceovers called Paliskates “more than a place to grab cool gear” and a second home for multigenerational skateboarders of all ages.
Paliskates founder Erica Simpson smashed the glass ceiling as the only woman to own a skate shop in the U.S. She has made it her mission for the brand to reflect the local skate and surf culture: “irreverent, strong, athletic, and inclusive.”
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Post-fire, Paliskates turned to its fans for support on Instagram: “Like so many, we are asking for help during this devastating time. As you may know, our store burned last week, and we lost everything. … We look forward to coming back stronger.”
Despite the loss, Paliskates has continued to operate online, as it wrote on its site: “Our Flagship location we opened in 1999 was burned down in the Palisades Fire; because of this, we will be solely online until further notice. Thank you for the support!”
During the Grammys, viewers learned they could offer support through MusiCares Fire Relief, a collaborative fundraiser launched by the Recording Academy and MusiCares, in partnership with Direct Relief, the California Community Foundation, and the Pasadena Community Foundation, to expand wildfire relief efforts across Los Angeles.
To contribute to the MusiCares Fire Relief, visit grammy.com/firerelief. If you or someone you know needs help, visit musicares.org/get-help.
