Skateboarding
"What if all athletes were treated like skateboarders?"
A sport that began life in California (where else?) as a scooter with the pushbar broken off reached it's zenith last summer in San Fancisco at the X Games (where else?).
At 8:32 p.m. PT on June 27 the legendary Tony Hawk to give the 1999 X Games its defining moment and pushed out yet another milestone in skateboarding history.
Like any great achievement in sports, Tony Hawk's unbridled determination in the Best Trick competition to land the first '900' provided theater. Somehow we all knew we weren't going home that chilly night until the legendary skateboarder had fulfilled his quest. When Hawk did exactly that on his 11th attempt at boarding immortality, everyone in attendance knew they'd truly seen something special at X Games V.
A sport that recreates the sensation of a surfing a wave to land, skateboarding's popularity continues to rise, not only with those who enjoy the sport. Advertisers recognize that skateboarding is a prime vehicle through which they can reach their favorite demographic: young males.
Skateboarders have been present in campaigns for products from soft drinks to potato chips, candy to phone companies, and Nike's campaign, which asks, "What if all athletes were treated like skateboarders?"
Most of what is happening in skateboarding today is coming not from the skateboarders themselves, but from corporate sponsors and the mass media. However, the real question is: How does increased visibility in the marketing world translate in the real world? The answer is, not well.
In a survey published in ASR (Action Sports Retailer) industry magazine last September, there was growth in the footwear and deck categories, with wheels, apparel and safety equipment following. But overall sales were down slightly compared to the previous year's survey.
Across the United States there has been a rise in the number of new skateparks being built, giving a boost to the skating community in many towns.
The different ramps, pipes and bowls constructed at these parks has led to a change in equipment. While in the early 1990's small boards and tiny wheels ruled, now there is a wide range of boards and wheels in use.
Wheel diameters are larger, deck width continues to grow, and long boards are gaining in popularity, especially in beach communities and among those that just want to use their skateboard to cruise or as a mode of transportation.
While the vert ramp continues to be the favorite at competitions, street shots continue to dominate both the advertising and editorial pages in magazines.
In Escondido, Calif., near San Diego, city officials recently opened the US$2 million Escondido Sports Center, featuring a 20,000 sqft skate park. The complex is the first municipal facility of its kind in the county, city officials say.
There continues to be a huge crossover between skateboarding and snowboarding. With many athletes participating in both sports, tricks have developed which can be done on boards either with or without wheels.
Links to key skate sites
http://www.skateboarding.com
For in-depth news and reviews on the 1999 Summer X Games go to http://espn.go.com/extreme/xgames/index.html
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