We are often asked by brands creating new strategies what makes the most sense for them in terms of relevancy and connection with youth culture markets. Taking a look at a variety of youth culture lifestyle associations and playgrounds that are shaping new subcultures within the marketplace today in the United States, in this story, […]
When Shop-Eat-Surf scooped Transworld Business yesterday on the big action sports news that Hurley, and therefore Nike, decided to no longer sponsor the mega-surf event, the U.S. Open of Surfing in Huntington Beach, CA, the responses to answers were of course remarkably similar. But there’s more beneath the surface. In the Shop-Eat-Surf story, Tiffany Montgomery […]
As incredible as it seems, Kelly Slater, the 11-time ASP World Champion of surfing, has once again claimed another Association of Surfing Professional World Championship Tour event, the 6th out of 10 this season, yesterday, September 20, 2012, at the Hurley Pro at Trestles, CA. Beating out Joel Parkinson (AUS), 31, in clean three-to-five foot […]
Anschutz Entertainment Group (AEG) based in downtown Los Angeles, the world’s second largest concert promoter behind Live Nation, is up for sale. The announcement yesterday, September 19, 2012 came as a shock especially to the city of Los Angeles and the fact that AEG just got a $700 million naming right deal for Farmer’s Field […]
Two-time Olympic snowboarding gold medalist and X Games skateboarding gold medalist Shaun White was busted on Monday, September 17, 2012 for charges of public intoxication and vandalism at Loews Vanderbilt Nashville hotel. According to a police report and related story from the Associated Press, police came to Loews Vanderbilt Hotel at 2 a.m. on Sunday […]
There’s been much speculation among pro snowboarders and fans of snowboarding regarding Burton’s announcement yesterday, July 30, 2012, to move the U.S. Open of Snowboarding, which has been held at Stratton, VT for 27 years, to Vail, CO for the event February 25-March 2, 2013. More traditional riders feel the heritage of the sport is […]
While it’s fairly clear that Facebook’s IPO took place after the social network already peaked, what most brands ask is which social network platform is taking over next. When it comes to youth culture in the United States, we sought-out the answers to not only where things are shifting but why and which specific demographics […]
Lifestyle sponsorship is vital when it comes to reaching youth culture today, and as quantified with the results of this question from the Advertising and Sponsorship section of our Summer Youth Culture Study 2012—“The Digital Lifestyle,” the top preferred methods of sponsorship are most relevant to their lifestyles in specific ways. Here’s what works best, […]
More great photos and moves from the X Games from June 28-July 1, 2012 in downtown LA took place in BMX Freestyle Street–—a genre of BMX competition which also includes Big Air, Park, and Vert. Street however deals within a manmade course that’s meant to replicate the urban landscape and obstacles that an average […]
Story and Photos by Tom Wallace The Vans Warped Tour is arguably known as America’s youth culture right-of-passage to music entertainment as the longest running festival tour in the United States, attracting more than 500,000 young people now going into its 18th tour with more than 40 dates across the U.S. and Canada. The kick-off […]