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Palace Skateboards is among GAP’s recent additions to their “We work with culturally tapped-in brands but have nothing to show for it” roster 🤷🏽 Before all the uncles come for me, I understand that GAP was paying homage to their cool skateboarding era in the 90s, but considering the recent collabs GAP has secured, it suggests to me that this is just one of the many lineups they have in store to signify they’re in their ‘culture’ bag. I don’t see any issue with a brand that’s been around for decades repositioning itself as cool and current because money afi mek, duh. 👉🏽 But if you’re suddenly going to pretend you care about what’s popping in culture, why would you collaborate with a London-based skateboard and clothing brand and have nothing to show for it in that scene? 👉🏽 Where was the budget for those intimate initiatives that could’ve gaslit us into thinking that you care about the very people contributing in these subcultural communities? 👉🏽 Not too sure if the Sporty Spice cameo did anything for my nostalgia receptors either… It just smelt like a sell-out moment and a very fat cash grab for Palace in my eyes 🤑 Don’t get me wrong, GAP has dropped some fire marketing campaigns recently… But you can launch as many viral campaigns as you want; if you don’t know how to communicate with your audience authentically, good luck converting them into loyal customers. (Just have a peep at GAP’s 46k followers on TikTok.) The math just ain't mathing 🤔 There’s a difference between talking about culture and actively taking part in it, and I’m not sure which category GAP falls into.

How to market a piece of ply-wood? Skateboarding industry masterclass in brand culture building. I've spent most of my teenage years falling off a skateboard. While skateboarding has progressed immensely since, the hardware industry remains fairly conservative at its core. Over the last 20 years, there’s been little drastic innovation in board, wheel, or truck design. The only notable differences between my setup in the '90s and today's are a slightly skinnier board and puffier shoes—go figure. with a handful of manufacturers producing them, there's basically no difference between hundreds of board brands. Yet, customer loyalty to specific companies is remarkably intense, regrettable tattoos and all. Skateboard companies might have inadvertently pioneered influencer marketing back in the '80s. Each brand typically cultivates a team of professional riders who embody the company’s ethos. When executed well, these relationships feel authentic and form a unique aura around the brand. These riders share aesthetics, clothing choices, skating styles, and tastes in graphics, creating a community that transcends mere product. The skateboarding industry has mastered the art of appealing to diverse audiences—from headbanging metalheads to clean-cut aficionados of Scandinavian minimalism and $400-hoodie-wearing hypebeasts—making them all feel seen and understood. By continually reinventing themselves through fresh, relevant talent, skateboard brands breathe new life into their identity by organically cultivating a culture around their teams. This results in a much richer brand experience and works levels above a new logo and a rigid design system. It allows the brand to constantly evolve and recontextualize itself in the market. It feels like the actual product is “belonging to the tribe” and buying a board is just your ticket to get there.

I love skateboarding. I picked it up again a few years back and decided to feel comfortable looking like an idiot while I donned my 'Tony Hawk' helmet, and dropped into small ramps while enjoying the flow and relaxation that the sport offers. As somebody who is immersed in the adventure and outdoor scene, I found myself drawn to the subcultures that have grown around skating. In particular, what interested me were the growing numbers of brands that were being built through grassroots action and community to support women and non-binary folks to get into the sport. As somebody who can't really experience what it's like to be a woman entering into the world of skateboarding, I can only try to emphasize. Frankly it must be hard as the culture is so male-dominated, along with the marketing, design, and subcultures that have grown around it. So, here we are, with another slideshow of brands that I find interesting, this time focusing on women. Ok, so here we go: 1. Neighborhood Skate Club First, we have the Neighbourhood Skate Club owned by the outdoor / adventure/sports marketing powerhouse Lyndsay McLaren. I was lucky enough to work at the same business with Lyndsay during my employment with Rab, and I've followed her ever since as frankly she's a brilliant marketer, who has gone on to build an amazing community with the NSC. 2. The Skate Retreat Although the Skate Retreat isn't strictly speaking a women-only retreat I featured it because its overwhelmingly attended by women, non-binary, or trans folk. Why? My guess is this. If you have never been on a skateboard before and identify as female, you may not want to learn around a bunch of topless skate-bros. A safe, and welcoming space, with a skatepark built in a woodland, with excellent catering is likely going to be more your cup of tea. Frit Tam, I spy you have been to one, what did you think? 3. Meow Skateboards Meow Skateboards, founded by Lisa Whitaker is an example of a seemingly simple idea done incredibly well. Start a skate deck brand, market it differently to 99% of other businesses, build a community and sponsor pro-female skaters through the business. Also, the designs are just to die for. 4. Girl Skate Mag I hope SkateHut respects the quality of employee they have with Samantha Bache who side-hustles Girl Skate Mag on the side. If you were bored of seeing male-dominated skateboarding images in skate magazines and media then look no further. This is the magazine for you. Print is not dead! 5. London Skate Mums London Skate Mums is one of many communities (seriously, there's a lot now) of inclusive skate spaces for women. Although I have no idea who started London Skate Mums, I put them in because I wanted to point out that if you want to pick up a skateboard and give it a go, there's a growing number of groups who can support you. You just need to know where to look.

Glossier takes hate marketing to another level while brands gear up for the Paralympics. Here are the hot topics making waves this week. 1. Should sports fans be a top priority for brands? Cristiano Ronaldo or Simone Biles may be dream partnerships for companies, but authenticity gets lost when top stars endorse multiple brand deals. It's time for brands to harness the power of fans to tell more relatable and emotional stories, placing innovative ideas, not just superstars, at the heart of their campaigns. Read More > https://buff.ly/3wHEp8T 2. Turning criticism into opportunity Reddit isn't exactly known as the safest place on the internet, and many brands would prefer not to use it. But taking criticism by the neck, Glossiers' bold marketing move shows us otherwise. Advertising its latest gloss where it was once trashed, it's had a positive response from Reddit Rangers. Read More > https://buff.ly/4bF3Vet 3. Brands aim to win over The Paralympics We can all agree that inclusion requires long-term commitment, not short-term endorsement deals, and with The Paralympics approaching, brands are eager to tap in. With XBox taking the storm in 2019 with an adaptive controller for gamers with limited mobility, we're intrigued to see what brands have in store. Read More > https://buff.ly/3VhRbER Subscribe to our newsletter and look out for us weekly as we share the top insights taking the industry by storm https://buff.ly/3JjVuZH

Most of our PR Clients are long-term partnerships, with long-term goals. For brands, this is often the most effective way to use PR. We even have an unofficial edict that we "don't take on projects" but occasionally, the perfect short-term project pops up, and we say yes. What makes a great PR project? 1. Clear goals and a compelling story. In this case, the client's goal was a mention or shout-out in Willamette Week, the local paper known for guiding Portlanders to what is new and cool. 2. It aligns with our values (in this case - community, supporting independent businesses & a love of skateboarding). This story is the best-case outcome. We're counting it as a win. Many thanks to Colin Sharp for trusting us with his story and to Nemo Design Creative Director and former COMMONWEALTH SKATEBOARDING, LLC owner Jennifer Sherowski for the referral. Life is better when you work with good people on cool projects. #skateboarding #PRagency #PortlandOregon #smallbusinessoregon #publicrelations https://lnkd.in/edmTm6Sp

Urban sports, including skateboarding, have seen a significant surge in popularity in Shanghai and other major Chinese cities over the past few years. This growth is driven by a combination of cultural shifts, urban development, and policy support. Here’s an overview of how skateboarding and other urban sports are developing in these urban centers: Cultural Adoption and Youth Engagement 💈 Youth Culture: As global cultural trends increasingly permeate China, skateboarding has become a symbol of youth culture and expression. Young people in cities like Shanghai, Beijing, and Guangzhou are embracing skateboarding not only as a sport but also as a lifestyle and a means of social interaction. Influence of Media: The proliferation of social media platforms such as Douyin (TikTok) and Kuaishou has played a crucial role in popularizing skateboarding. Young skateboarders share clips of their tricks and skills, which not only spreads awareness but also builds a community around the sport. 🚥 Urban Development and Facilities Skate Parks and Areas: Responding to the growing demand, several cities have begun integrating skate parks and designated areas for skateboarding within their urban planning. Shanghai, for instance, boasts several well-designed skate parks that are publicly accessible, including SMP Skatepark, one of the largest in the world. Commercial Support: The rise in skateboarding has spurred the growth of related businesses, including skate shops and training centers, further embedding the sport into the urban fabric. These establishments often sponsor events and competitions, enhancing the sport's profile and accessibility. Event Hosting: Major cities like Shanghai have hosted international skateboarding competitions and events, which not only boost local interest but also position the city as a vibrant hub for urban sports on the international stage. Challenges and Opportunities 🔎 Cultural Acceptance: While skateboarding is growing, there remains a level of cultural resistance to street sports, often seen as disruptive or unconventional. Continued community engagement and education will be key in shifting perceptions. Safety and Regulation: As the number of participants increases, ensuring safety without imposing restrictive regulations will be a challenge for local governments. Balancing freedom for skateboarders with public safety and space concerns is crucial. Conclusion 📖 Urban sports like skateboarding are flourishing in Shanghai and other major Chinese cities, driven by a vibrant youth culture, supportive urban developments, and an increasing level of recognition from authorities. As these trends continue, skateboarding is set to become an integral part of China’s urban sports landscape, reflecting broader trends of modernization and globalization in Chinese society.

How Formula 1 is reinventing motorsports fandom Ealier this week, Formula 1 (F1) announced a partnership with The LEGO Group "that will see the launch of F1-inspired LEGO products for builders of all ages." It's further proof that F1 has evolved beyond just a racing championship into a four-quadrant IP that appeals to all demographics — across genders, age groups, and geographies. It's not just about the track anymore — it's about entertainment, storytelling, and culture. 1️⃣ Multimedia Storytelling Netflix’s Drive to Survive documentary series was a real turning point. By focusing on the behind-the-scenes drama and personalizing the drivers and team dynamics, the series humanized the sport. This attracted millions of new fans who may have never watched a race before, leading to record-breaking viewership and significantly increasing sponsorship opportunities. "Primary F1 revenue," which includes race promotion revenue, media rights fees and sponsorship fees, was up 20% in 2Q24. In addition to video, F1 is also increasingly involved in gaming, whether that's AAA (EA's award-winning F1 series) or mobile (Hutch's F1 Clash). F1 Esports Series (aka F1 Sim Racing), which allows players to compete virtually using the official F1 video game, has been steadily growing in popularity since its inception in 2017. 2️⃣ Multichannel Fan Engagement Fans' love of the sport is reflected in the numbers: social media followers were up over 30% across F1 platforms in Q2 2024. But F1's fan engagement strategy goes beyond just social media. The company has been strategically establishing touchpoints to engage fans across the season, both during and in between races. This includes: • F1 Unlocked, a fan engagement platform that provides exclusive access to behind-the-scenes content, updates, and special offers. • F1 Play, a mobile and web app that encourages fans to make predictions on the outcome of every Grand Prix. • F1 Fantasy Game, which builds off the fantasy sports trend that has done wonders in soccer and football. • F1 Authentics, which addresses superfans with exclusive memorabilia. Brand consistency across all these properties only makes the IP stronger. 3️⃣ Strategic Audience Expansion It's no secret that motorsports audiences have historically been mostly male. Drive to Survive, which did a lot to diversify that base, was part of a broader strategy toward audience expansion. One key initiative here has been F1 Academy, which debuted in 2023 to support female drivers with a dedicated racing series. This provided female fans with a new entry point into F1 fandom, and female-focused advertisers with compelling real estate. Now, the partnership with LEGO is aiming at another category: kids. Today, 4M+ children aged 8-12 actively follow the sport across the EU and US. The upcoming F1 range, which will include LEGO DUPLO sets for pre-school children, is a bet that fandom can be ignited even sooner. F1 is building a media & entertainment powerhouse.

Having grown up on a BMX and a skateboard, I can vouch for the exponential progress of women and girls in both sports. The below article also highlights their role in promoting inclusivity and diversity. The documentary trailer posted in the comments helps to take this message to another level. Edited extract: Skateboarding is a means of self-expression for many people, with its culture growing to encompass music, fashion and art. It has become a lifestyle and an attitude: a way for non-conformists to escape the constraints of societal norms. And as skateboarding has evolved from being a simple recreational activity to a sport – it was approved to be an Olympic event in 2016, for the 2020 Summer Games – it became a global platform for activism and advocacy for inclusivity and diversity around the world. However, there is a significant gap in representation: The focus within skateboarding media predominantly centres on men. But women are playing a pivotal role in leading skateboarding’s evolution. #bmx #skateboarding #progress

With over four billion viewers, the 2024 Paris Paralympics were the biggest and boldest yet. This huge platform was a golden stage for brands to connect with global audiences. From Nike and Visa to official partner LVMH, our Senior Strategist, Alex Beazley-Long, from our New York studio broke down the must-see brand activations for Campaign US. "As France’s most valuable company and an official Paralympic partner, LVMH was unlikely to let the Games pass without leaving its mark. Similar to the Olympics opening on the Seine, the Paralympics also broke the mould with its opening ceremony — a parade down the iconic Champs-Elysées. Creative talent from LVMH brands Berluti, Louis Vuitton and Vuarent provided bespoke pieces to build on the company’s positioning as the “artisan of all victories.” Want more brand highlights from the Games? Dive in here: https://lnkd.in/e4_YKwDD #ImaginationGLBL #ParalympicGames #BrandActivation #BrandExperiences #GlobalAudience #ExperienceAge

With the first WorldWCR weekend behind us, the Motorcycle Marketing team figured it was the perfect time to analyse arising sponsorship opportunities for brands. Over the last few years, more and more women have become high-profile influencers (in the traditional sense of the word) and inspired people all across the world to get on their bikes. ⬇️ Read more about it in our latest blog and get in touch if you'd like to know more. #motorsports #sponsorships #marketing