Arto Saari is James.

James is built around people that we respect: inspirational, action-based, competent and humble. We put these people at the center of the TJB equation, from product development to brand storytelling. From our ambassadors, to the numerous content creators, fans and friends of the brand, we continue to focus on telling the stories of the people that embody our ethos. Be James is not just a campaign, it’s how we do things. This is the first in an ongoing series of content pieces about the people who make us who we are: James.

Arto Saari is a Finnish professional skateboarder and photographer known for his influential style and remarkable contributions to the skateboarding world. Born on November 9, 1981, in Seinäjoki, Finland, he gained international recognition in the late 1990s for his fearless approach to street skating and his ability to master complex tricks with fluidity and grace. Saari’s career took off when he moved to the United States, where he became a prominent figure in the skateboarding community, earning accolades like Thrasher Magazine’s “Skater of the Year” in 2001. Beyond skateboarding, Saari has established himself as a talented photographer, capturing the essence of skate culture and the natural world through his lens. His dual passion for skating and photography continues to inspire both skaters and creatives worldwide.