Hey, Can I Come In…?

The action sports industry is an industry built upon a lifestyle. Plain and simple. But what is a lifestyle? By definition it’s the habits, attitudes, tastes, moral standards, economic level, etc., that together constitute the mode of living of an individual or group.

I think we could pretty much segment any board sport and get a pretty clear picture of the lifestyle. Surfers for example – habits? Surf all day. Attitudes? If it doesn’t have to do with surfing, I don’t care. Tastes? Tacos anyone (j/k)… You get my point though.

This guy does not skate...!

The lifestyles of the core practitioners are simply the complete immersion of their activity and anything that has to do with it. Repeat the last part of that sentence, “anything that has to do with it (their activity)”. For example music, videos, apparel, brands, Pros, websites, magazines and so forth.

It is because of this fact that non-endemic brands looking to enter into the industry must do so with an authentic approach. The lifestyle is there, the activity is there, the likes and dislikes are there, tastes, attitudes, habits and so forth are all there to learn from. So why do big brands barge in unannounced, unsympathetic and disconnected? Most big companies don’t do their research and are too focused on increasing market share that they overlook the most basic component of building relationships, which is interaction.

Ask yourself these questions before stepping foot into the world of action sports – what would this target group (skate, surf, snow, etc) like to see from my companies involvement, how do I open up that dialogue and how to I effectively and authentically fill that need?

If you can answer those questions, I’ll be seeing you on the inside in no time. Just don’t forget to knock.

This one takes the cake…



One Response to “Hey, Can I Come In…?”

  1. “So why do big brands barge in unannounced, unsympathetic and disconnected?”

    Surfing’s own cartoon character – the infamous “Wilbur Kookmeyer” was a nice satire on the commercialization of the surf industry. Check it out –

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