Nike, broadening the market of skate line.

[EBasil]

From: Transworld Biz.

Unless you’ve had your head buried in the sand, you’re probably already familiar with Nike SB—the immensely popular skate-focused brand the footwear giant rolled out half a decade ago. Over the past year, however, Nike has been slowly promoting a new program that targets the market at a macro level. Branded Nike 6.0, the new program focuses on the full spectrum of action-sports categories including surf, skate, snow, moto, wake, and BMX. Could the footwear giant’s latest investment be a litmus test for the overall heath and stamina of the market?

According to Nike Vice President of Sports Culture Sandy Boedecker, the answer is yes. “We launched 6.0 in the fall of 2005 after recognizing that today’s generation of kids involved in action sports has evolved,” he says. “No longer are they just skating or only snowboarding. They may surf in the morning, skate after school, and shoot hoops at night with their friends. The walls between traditional sports and action sports have come down. The spontaneity and creativity of action sports inspires and invites more and more kids to participate every day. The whole product brief is based on the simple fact that kids today are more open to try different sports. Action sports are more available and more accepted, therefore the kids are committed to more than one thing.”

So with its new brand in place, what will become of the Nike SB program? When asked about the financial expectations of the SB program compared to that of 6.0, Boedecker was reticent. However, he did say that while narrower in scope, Nike SB will continue to be marketed only in ’core skate magazines and 6.0 will not infringe with ads that counter its reputation in the ’core skate market. “Nike SB is dedicated exclusively to the ’core skate community,” says Boedecker. “We want action sports to have a place outside of skate within the Nike brand—especially today with action sports being such an intrinsic part of the youth lifestyle.”

Boedecker says 6.0’s marketing focus and strategy is significantly different than that of Nike SB. “Nike SB will continue its dedication and committed to ’core skateboarding,” he says. “Nike 6.0 is marketed very differently than Nike SB. Nike 6.0 supports multiple action sports and is present in different vertical pubs—(not only) in surf, snow, wake, and BMX, but also music and lifestyle magazines. Vertical skate pubs are SB territory. Nike 6.0 is also visible on the Web in multiple Web sites and on Fuel TV. The reach in media is way broader than Nike SB.

Boedecker argues that action sports are here to stay. He says the sports also now have a social support structure that further solidifies their permanence. “Who would have imagined that soccer moms would become skate moms?” Boedecker asks rhetorically. “This is changing how the sports are perceived and therefore supported. These sports have better local support, better facilities, better stores, better accessibility, and better support for the athletes.”

The new brand will be sold in retail stores that attract a range of action-sports consumers. Nike 6.0 is currently available in stores like Active Ride Shop, Jack’s Surfboards, Industrial Rideshop, Zumiez, and PacSun.

[WalkTogether]

I used to get heated over this but I don't really care anymore. The one's who know will support who they see fit. Any company trying to break into all the "action sports" at the same time doesn't care about the core of any of them.
Never forget...

[EBasil]

Don't get heated...read it to see what the uber-consulted marketing gurus are thinking and telling or seeking to influence. Forget who it is.

[skategeezer]

you can't be a little bit pregnant...but it turns out you can be both "core" and "mass market," if you're Nike

hmmmmmmmm

I ain't buying that.

But if in your mind, you think that NIKE SB and 6.0 are completely different, then they must be...

[phidauex]

Still made by children in sweatshops... I'll pass.

[rawls]

You guys know what this is about? this is about the softgoods market purchases not nearly being sufficient enough to carry the sales, when distributed solely to the "selected" skate shops.

6.0 is the effort that will bridge beyond the "selected" skate shop market directly into the malls, where it is a total lifestyle appeal market.

Basically, following the same path that the mainstream skateboard market has followed by relying on the fashion market to be the real seed for the profits.

We are seeing how the mainstream skateboard market works, in action. It aint about skateboarding. the hardgoods market of skating, true skating (not impulse trendies) is at a much lower level. this is where the softgoods are coming to the rescue.

Now that the neophyte market analysis is complete. I want to show the guys that still contend that Nike is not part of skating. check out the first thrasher magazine cover. Nike may not have been a marketed skate shoe, but it was one of the shoes of choice.
But, I dont want to dwell on the Nike shoe issue. I know where my allegiance lies, and it aint with the mainstream skateboard market at all. Nike was here long before they were. However it is very interesting watching the angle of attack being employed by Nike, and seeing that the "skate" market aint the same as the "mainstream" market.

[EBasil]

Originally Posted by rawls

You guys know what this is about? this is about the softgoods market purchases not nearly being sufficient enough to carry the sales, when distributed solely to the "selected" skate shops. 6.0 is the effort that will bridge beyond the "selected" skate shop market directly into the malls, where it is a total lifestyle appeal market...

I think you've nailed it on that point: Nike advertised that they'd stand by their shops... but the shops aren't moving enough product, so Nike needs a way to go true mass-market w/o appearing to breach that committment. Hey, add another line!

Notably, it's a big player that's going to start selling "skate image". Will it be thrash-n-destroy, or what will they pick? Will there be any impact from that?

[tasteofink8733]

Who cares about children in sweatshops and i have 2 pairs and love them.

[atxjimatx]

Vans has been doing this same thing for years

[WalkTogether]

Originally Posted by atxjimatx

Vans has been doing this same thing for years

Ssshhhh...

[Mile_High_Mark]

I was at Kohls this evening, and there were lots of Vans there that were clearly mass market models/versions.

[EBasil]

Originally Posted by Mile_High_Mark

I was at Kohls this evening, and there were lots of Vans there that were clearly mass market models/versions.

Yep. They also carry OTW, from time to time. I get my Vans and my Adidias Superstars from Kohls...

[mlloyd]

Me personally I was always anti Nike, but after putting a pair on I was hooked, after riding pool in them for over 4 months.....I'm hooked. SB all the way.