What is important, however, in the history of the brand as such is the fact that Emerica is associated with another giant ethnies skateboarding brand. Like Emerica and Ethnies, they are part of the Sole Technology concern, which is a company that produces all of these brands. Her CEO, Pierre-André Senizergues, in the mid-1990s, Emerica even sold in the United States under the name of Etnies America, only later when Senizergues left, and Etnies America had lost the rights of the Etnies America to transform America into Emerica. While ethnies slowly began to focus on other areas, Emerica, thanks to its strong skateboard base, quality workmanship, constant drive for innovation and even more intense concentration on skateboarding, has achieved the position of one of the most popular skateboarding shoe manufacturers today. Among the members of the Emerica Skate team are such creatures as Andrew Reynolds, Jerry Hsu, Collin Provost, Leo Romero and Kevin Spanky. Most of the riders also have their own model under the Emerica label.