He walked into the Super Target in Clearwater a minute before closing. He wore a hoodie and clutched skateboard.
"He knows what he's doing and he has a couple of minutes to get everything accomplished," said Rob Shaw of the Clearwater Police Department.
And he did. It took less than three minutes to skate away with a 32-inch TV.
This is a first for detectives.
"They're used to cars, bicycles, people running from the scene of a crime. You don't usually see somebody zipping away on a skateboard and making their exit that way," said Shaw.
On his way out, cameras catch him skating toward the exit, but it's locked. An employee tried stopping him, but the crook pulled a knife then ran out another door.
"He gets bonus points for being creative, but he stole a TV and put people's lives at risk with a knife and we're going to get him," said Shaw.
Shoppers at target like Chris Viaud are appalled.
"What is his plan when he gets out, he's just going to skateboard away with it?" he said.
His son can't believe the video.
"That is crazy, running with a TV on a skateboard, don't think that anyone would do that," said Chas Viaud.
Skaters at Tampa's Bro Bowl share the sentiment.
"He is actually skating around the store?" said Kevin Zimmock
Zimmock said that is not a first-time skater.
"An amateur wouldn't be able to skateboard with a TV in his hand and get away from people, so he could control the board and make a run for it," he said.
He hopes others skaters aren't blacklisted because of this crook.
"I would hope that they don't stereotype skateboarders over doing such things," he added.
No one was injured during the robbery.
Police say they are looking for a man in his 20's wearing green Nike shoes, with a hoodie and a black backpack. He used a brown skateboard with orange-yellowish wheels.
If you know who this person is, call the Clearwater Police Department.