Vans’ Post

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.

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.

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.

A SKATEBOARD STORY In the summer of 1974, my best buddy Ron Whalen and I wanted a different thing to do. Not baseball, or gearing up for football, but something none of the other kids were doing. I lived on Rose Avenue, in Big Rapids, MI, it was a steep, long street and it had just been repaved. All black and super smooth. Well, we both had roller skates with steel wheels that’d you strap-on to your Converse shoes and glide around and up and down that hill. It was fun, but we wanted something more extreme, a rush of adrenaline and danger. We descended to my basement, where my Dad had a pretty nice workbench and an awesome set of tools. We proceeded to rip apart the skates and find some scrap wood. We shaped a few 12” wood planks and bolted the wheels to the new decks. I’m fairly certain we pioneered skateboarding in Big Rapids! BRANDIN’S LIKE SKATEBOARDING Comparing the elegance of skateboarding to branding involves looking at how each of these two disciplines achieve a sense of wonder. Skateboarding is often appreciated for its smooth, fluid movements. The elegance comes from the grace with which a skater performs tricks, transitions between moves, and interacts with the environment. Each skater’s style is distinct, reflecting their individuality and creativity. The elegance here is in the personal flair and the seamless integration of skill. Branding achieves that same elegance through the clarity of its message and visual identity. Skateboarding and branding have their own forms of elegance. Skateboarding’s elegance is rooted in physical artistry and personal style, while branding’s elegance lies in communication clarity, consistency, and emotional impact, and the ability to connect with customers. BUILD A BRAND SKATEBOARD https://lnkd.in/eaK9hKX #branding #storytelling #connectitotheunexpected

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.

The Ollies of Orthodoxy: What Skateboarding Teens Can Teach Us About Marketing Did you see when the Japanese teenagers dominated Olympic skateboarding? It wasn't just a victory for Japan, it was a masterclass in counterintuitive thinking. These kids didn't win because they trained harder or had better equipment. They won because they hadn't yet learned what was 'impossible'. In marketing, we often fall into the trap of industry orthodoxy. We believe certain things can't be done because "that's not how it's done". But what if our greatest weakness is our experience? Consider this: In skateboarding, the younger you start, the more fearless you are. You haven't yet catalogued all the ways you can fail. Similarly, in marketing, our most innovative ideas often come when we're new to a field or when we bring outsider perspectives. So, here's a thought: What if we deliberately cultivated naivety in our marketing teams? What if we encouraged them to ask "why not?" instead of "why?" Perhaps we need more teenagers in our boardrooms. Not literal teenagers, mind you (though that could be interesting), but people who approach problems with the unbridled creativity and fearlessness of youth. After all, if a 14-year-old can win Olympic gold by defying gravity, surely we can defy a few marketing conventions? Remember, in both skateboarding and marketing, it's not about avoiding falls. It's about making those falls look intentional, and then turning them into a new trick altogether. Now, who's ready to do an ollie over their marketing plan? #MarketingInnovation #OlympicLessons #RethinkingOrthodoxy #Mahlab.

What elements tie a skateboard, an RV, and a hit movie together? Here’s a story that will reveal a bit of cinematic history that you may find intriguing. Take a look, and let me know what you think about this “back to the future” aspect of the RV industry. #BackToTheFuture #Valterra #Skateboard #camping #rvtravel #travel #rvlifestyle #rvwebsite #rvmagazine #vacation #marketing #influencer #tourism #RVLifestyleMagazine #Summer #Expertise #Experience