Slightly different context, but Gino Iannucci's story of traveling to Italy during the filming of Yeah Right has a relevancy in terms of conveying the sports cross-cultural appeal...he's a product of two worlds.
Here's some fresh evidence that demonstrates a growing need for the snowboard industry to communicate with a larger audience of customers. The sport has grown so much that its impossible to ignore its global reach and potential. That's what happens when you grow up...
Check out what Burton Snowboards has going on here. - Via U.S. News & World Report
So what's next for Burton? "We're focused on growing these businesses
and further opening the door to markets like Latin America, Australia,
and China," says Potdevin. Perhaps there's another extreme-sports
market out there waiting to be conquered.
Digital is where everything is going...and for awhile I've argued that language is something that has to play a role in that experience. Its why sometimes you'll find Spanish specific video content on this blog. Its all about being "hyper-interactive" with a multilingual crowd. That's my intent when searching out action sports content in Spanish.
Winning with Hispanics and Latinos will require way more than a field
trip to a Cinco de Mayo or Hispanic Heritage month event. If we really
want the right insights, we need to advertise and enable feedback in
Spanish (and perhaps also other languages over time). We might even use
the power of Spanish-language video to better communicate key concepts.
What's most important is that we dignify all consumers with whom we
have a loyalty or advocacy-driving opportunity. We're not even close,
but the potential is huge -- nay, gigante.
Mobile marketing is coming...2009 is probably the year we're really going to see it heavily used. It is an extension of the digital experience that is driving so much of advertising and marketing these days.
When you have cool content (action sports) that really targets youth interests your probably going to do really well in this space. Here is an article highlighting the Latino market - Via RCR Wireless
Ansible Mobile President Larry Harris (who previously ran
multi-cultural advertising at Bank of America) advises “the most
important best practice is to consider what’s in it for the consumer.
The focus has to be on great content, integrated within an existing
strategy and traditional DM at the local level.”
Always believed in metaphors in the context of comprehending social trends...
Pachucos are Mexican American youths who developed their own subculture during the 1930s and 1940s in the Southwestern United States. They wore distinctive clothes (such as Zoot Suits) and spoke their own dialect (Caló).
Due to their double-marginalization stemming from their youth and
ethnicity, there has always been a close association and cultural
cross-pollination between the Pachuco subculture and the gangAnglo) culture assumed that anyone dressed in pachuco was a gang member. For this reason, many members of the predominant (Anglo) culture assumed that anyone dressed in pachuco was a gang member. A famous pachuco is the bass player and ex-Mothers of InventionRoy Estrada.
The Latin kids that are growing up around the global X-Games are just another extension in the line of understanding the current youth trends...
By the way, today is September 15, a significant day in Latin American history.
This is a very cool interview done by the Mexican site Colmilludo. What I love about it is the fact that skateboarder Omar Salazar's ability to express himself well in both English and Spanish...It shows the power of being a bilingual youth in today's world.
While the views of many brands on the multicultural youth market skews too much on the at risk or underprivileged angle there is a lot of great work being done in that space. Therefore, I have to give some props here...
First up is the news that the SOS organization has gone in house at K2 Sports. I definitely see this as a strategic move to address what is the inevitable, the growth of snow sports is tied to the multicultural market. - Via Transworld Business
SOS, formerly known as Snowboard Outreach Society, will reside in
the K2 Sports global headquarters in Seattle. SOS, founded in 1993,
offers snowboarding and skiing programs for underprivileged youth to
build character and self esteem through adult mentoring, community
service opportunities and life skills workshops. All programs integrate
the five SOS core values of: Courage, Discipline, Integrity, Wisdom and
“K2’s spirit always has been inspired by the youth movement in
winter sports,” said Robert Marcovitch, K2 Sports president. “Our
relationship with SOS is a perfect fit. The work that SOS is doing is
vital to the future of our industry and a true benefit to the youth
that go through their programs. It’s a privilege to assist them as they
grow their outreach programs.”
Then I came across this SuperTouch piece on where the Beautiful Losers project is heading and its pretty cool. Action sports, especially skateboarding, capture the attention of today's Latino youth and the merging of art is what gives brands an access point to connect.
Celebrating the global release of the new “Beautiful Losers” documentary movie, head loser AARON ROSE, in conjunction with NIKE SPORTSWEAR has organized a series of over 30 artist-led “Make Something!”
workshops in Tokyo, NYC, San Francisco, and LA. Designed to bring
street-level art instruction to disadvantaged urban youth, the roster
of instructors includes such youth culture art heroes as Mike Mills, KAWS, Ed Templeton, Eric Elms, Mister Cartoon, Todd James (REAS), Tommy Guerrero, and Geoff McFetridge, to name a few. To date, the NYC program has wrapped up and we’re deep in the cut with inspiring sessions in LA at the MONTALBAN THEATER (where the black & white Geoff McFetridge designed wallpaper has become a de facto coloring book) including Zine
Making with Aaron Rose, Film Score with Money Mark, Pom Poms with Jesse
Spears, Skate Graphics with Ed Templeton, Sneaker Design with Jesse
Leyva, Drawing with Mike Mills, and Movie Posters with Keith Scharwath
The Toofy Film Festival is taking place in Boulder, CO next week. As I scanned the list of films being shown and there quite a few that are of interest, including this Mun2 short titledPiñata's Revenge....looking forward to the weekend up there!
Cast & Crew
Director: Delaney Bishop
Producer: Eliz Eskeranli, Katy Savage Screenwriter: Tony Perez Cinematographer: Richard Briglia
Music: Eduardo Castillo Principal Cast: Jasmin Fierro, Adrian Gutierrez, Serena Burrola, Michael Medrano, Janelle Romero
Transworld Business recently put together a 10 Tips for Tough Times piece. Many of the industry voices offered advice that asks companies to reexamine how they view the youth multicultural market. Check out number one...
1. Think Long Term
Take a two-to-three year outlook on your business—including looking
back in the rear view mirror to times of recent prosperity. Sure the
economy is difficult and you need to adjust your spending appropriately
and be ever mindful of the changing landscape, but you did a lot of
things right to achieve what you achieved. Should you rest on your
laurels in difficult times? Of course not. But it’s OK to remind
yourself that you and your team have made good decisions and achieved
your goals. Keep success in mind. Focus on what it is you do best. This
will not only prove good for your business, but it will help you and
your team to stay positive and endure many of the economic difficulties
that are out of your immediate control.
This has got to be especially important considering that the shift in youth population trends is happening faster than expected.