by The Editors on December 9, 2008
We’ve never really seen the work of “action sports” marketers laid out so succinctly as in this story about ASA Entertainment in Florida Today.
Gen Y consumers can be a hard market for advertisers to crack, but an Indialantic company has found a way to lure teens and 20-somethings to its clients. . . . Marketing agency ASA Entertainment fuels brand loyalty through the use of action sports events that plug into young consumers’ psyches. . . “Action sports are a great way to reach the market,” Bratman said.
Found a way to lure teens? . . . Fuels brand loyalty through the use of action sports? We know that’s the whole point of sponsors, but still it sounds so dirty. We feel so used.
[Link: Florida Today]
by The Editors on December 9, 2008
EA is rolling out Skate2 and G4TV’s Raymond Padilla sat down with Darren Navarrette to talk video gaming with the “handplant specialist.” What kind of games does Navarrette like?
I guess I like shooting people. Yeah? Though I’m more of a sniper kind of guy. I wish there were more games that only emphasized just sniping. Of course I like Madden, NBA Live games, that kind of stuff. It’s funny, because I always liked football as a kid, but I never really played it in an organized way, you know? Now I know a lot more about football, just from playing Madden.
Football?
[Link: G4TV]
by The Editors on December 8, 2008
Hard to believe a wetsuit could be green. Rubber is made out of petroleum right? But Matuse, Inc. of San Diego, California makes wetsuits that are made out of Yamamoto rubber that is “derived from 99.7 percent pure limestone.” And now, UNIV has added a few touches of their own to these mini back-zip suits so we all can roll UNIV style right into the water.
It is warmer (98% water impermeable) and lasts longer (titanium coated) than standard neoprene. It is also kinder to mother nature since it’s made from limestone and does not come from petroleum. Yamamoto’s Geoprene technology means thinner rubber is warmer rubber. It not only weighs less, it is also more flexible for better performance. The UNIV + Matuse “Frogman” wetsuits will be available at the UNIV Concept Shop In Encinitas Calif.
Limestone rubber? We’re still tripping on that.
[Link: Univ-shop]
by The Editors on December 8, 2008
How core is this? While Quiksilver and a other action brands are slashing prices in their stores, the “evil empire” of A&F has decided they’re not going to discount anything, according to a story in The Wall Street Journal. Why? “To protect its margins and hip reputation.” Wall Street, however, is worried.
“We hear your concerns,” said Chairman and Chief Executive Michael Jeffries in an earnings call with analysts last month, but “promotions are a short-term solution with dreadful long-term effects.” Marking down clothes now could lead to the brand being seen as something cheap, he explained.
Wise words from a fashion retail mastermind.
[Link: The Wall Street Journal]
by The Editors on December 8, 2008
In what seems like a match made in hell, that bastion of New York street culture cred Vice has signed up to run all online editorial for the recently relaunched NBC/MTV joint Alliance of Action Sports, according to a press release sent out this morning.
Vice, the group behind VBS.tv, and critically acclaimed shows including Heavy Metal in Baghdad, Epicly Later’d, and School of Surf, has been brought on to produce and manage all editorial content and video. Allisports.com already has a deep catalog of action sports video content including the new VBS.tv program “Powder & Rails,” MTV2’s “The Contenders” featuring Paul Rodriguez, Ryan Sheckler, Jamie Bestwick, and Chaz Ortiz, along with an extensive library of Dew Tour footage.
Does Vice really know what they’re getting into? They’ll find out soon enough. In the meantime, Alli President Wade Martin can look forward to this kind of coverage of action sports, which we’re pretty sure the Burton design crew will absolutely love.
[click to continue…]
by The Editors on December 6, 2008
Hammacher Schlemmer, the catalog company which shamelessly bills itself as “offering the best, the Only and the Unexpected for 160 years” is currently featuring what they are calling a “Gas Powered Snowboard.” We’re hoping this product falls into HS’s “only” category because we can tell from the looks of this thing that it is a $2000 turd. The catalog describes it like this:
This is the gas-powered vehicle that combines the thrill of riding a snowmobile and the freedom of a snowboard, enabling you to surf effortlessly over the deepest fresh powder or on packed, granular snow. . . Its patented rubber track uses 1 3/4″ snow lugs and flexes as you lean in the direction you wish to go for wide, graceful turns or aggressive slalom-like carvings. Powered by a 6 1/2-hp four-cycle gasoline engine that starts with a pull, it can accommodate riders up to 250 lbs. and has a maximum speed of 18 mph, operating up to two hours on only 3/4-gallon of gasoline.
That hardware store handle up front is so you can pull this thing out of your ass after it crawls up your leg to hide. And that pole? That’s there to bang you in the nuts every time the motor stalls.
[Link: Hammacher Schlemmer via Cleveland.com]
by The Editors on December 5, 2008
Apparently surfers aren’t the only board riders to suffer at the hands of mother nature. In Erie, Colorado a 9-year-old boy was attacked by a coyote yesterday while he and he brother were shredding the local links, according to 9News.com.
The boy and his brother were snowboarding on the Vista Ridge Golf Course in Erie around 3:30 p.m. Thursday when the coyote circled the 9-year-old and lunged at him twice. The boy told his mother, and after she called Erie Police, she took him to Children’s Hospital Clinic. He was released Friday morning.
And to make everyone feel better the Division of Wildlife “found a coyote near the golf course and killed it.” Apparently, they were from the Division of Wildlife Removal.
[Link: 9 News]
by The Editors on December 5, 2008
by The Editors on December 5, 2008
by The Editors on December 5, 2008
Not getting enough of action sports super-agent Steve Astephen darting here and there in front of the TV cameras with a cellphone to his ear? Well then, Entrepreneur.com has just want you’re looking for in the Entrepreneur Insider: Marketing That Takes Flight.
Steve Astephen’s legacy is everywhere. It’s in the oceans. It’s in the mountains. It’s on the street. But more than anywhere, it’s in the air, where his clients’ exploits inspire the next generation of action sports stars. Ten years ago, Astephen revolutionized the action sports industry when he recognized the marketability of its larger-than-life athletes and created an agency focused on turning them into brands. He has since partnered with Wasserman Media Group and become one of the biggest names in the game, but he still remembers when his biggest asset was the sort of infectious energy that comes only from someone eager to break the mold.
Not sure “revolutionized” is the right word, but he certainly brought a circus-tent load of commercialism. We just hope Steve’s “legacy” doesn’t run us over the next time we go outside; ’cause that thing is apparently everywhere.
[Link: Entrepreneur.com]
We’ve never really seen the work of “action sports” marketers laid out so succinctly as in this story about ASA Entertainment in Florida Today.
