What are companies such as Nike, Wendys, Toyota, Jeep, Target, Gatorade, Verizon Wireless, Axe, Paul Mitchell, Nerf, Ball Park Franks, Playstation, Dickies up to?
Companies across the world are re-developing their marketing and branding strategies to directly target the Action Sports industry - specifically Motocross, Skateboarding, BMX, and Snowboarding. The companies listed above are just the tip of the iceberg.
Why Action Sports?
Recent studies have shown that over 25% of the North American population age is between 10 and 24; this cohort has a significant buying power estimated at more than $250 billion dollars. Studies have shown that using action sports marketing through establish events can infiltrate manufacturer products into the lifestyles of the generation Y and Z demographic 19% stronger than partnerships with mainstream sports.
Similar to social media growth, Action Sports growth and expansion is rapidly increasing and has been for over 10 years now. Action sports are growing at a rate of 9% per year for participation and 23% a year for event and athlete knowledge and recognition. These results and increased impressions are resulting in a direct increase of product sales, as companies target the generation Y and Z market place.
Why is this important?
As the generation Y and Z demographic grows older and reproduces, all resources point in the direction that the children of these generations will participate and recognize action sports events and athletes further growing and increasing the marketing and brand structures for all companies.
What’s In and Out with Action Sports Trends?
In - Growing event attendance, television coverage, web presence and video clips - American based "Dew Tour" is broadcast on NBC, MTV and USA Network, as well as distributed worldwide, in over 100 different countries!
Out - Magazines - "Syndication and subscription is down on action sports magazines. Newsstand sales are tanking. Action sports brands are afraid of the shift but corporate companies are not. For having the enthralling sought after “risk taker” image, most of the action sports brands haven’t lived up to it and instead continue to play it safe sticking to what they know; print advertising. One person who really gets it in this industry is Tony Hawk. Everyone needs to start from ground zero and a newbie intern won’t cut it. Sorry. Would you hire an intern to be your lead media buyer for television and billboard ads? No. It’s the same thing, different medium. Time to ride into a new type of branding. Be humble and understand it’s a new world." Quote by Espree Devora (Co-Founder at Women in Action Sports Organization) (Action Sports (Extreme Sports) & Youth Market Connoisseur)
Where is Canada in this?
Canada is just beginning to follow the trend of utilizing what the action sports culture has to offers in regards to the wide open possibilities of sport marketing and brand in which the USA has been doing since 2007. Is your company ready to jump in the Action Sports Market?
Doug Mochrie
MO Marketing & Promotions
Originally Published by Mark Perrin - MPI Sport Management
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