The $15 'Blank Decks' Work Just Fine --
A Marketing Challenge for Industry
By PAUL GLADER
July 27, 2007; Page B1
Sixteen-year-old Matt Hiemstra should be the $5.2 billion-a-year skateboard industry's ideal customer.
During the summer, he skateboards daily, and between the end of one school year and the beginning of the next, he breaks about eight boards doing jumps and other tricks. He also knows all about skateboards, including the names of the leading brands and the pros who endorse them.
But none of that knowledge really influences what he buys. "When it comes down to it, a skateboard is a skateboard," says Mr. Hiemstra, who placed second and third at local competitions last year at Kuehn skate park in Sioux Falls, S.D. "It doesn't matter that it has fancy stuff. When you go through so many in a summer, it's too costly to buy expensive new ones." Matt Hiemstra uses a relatively inexpensive deck, or board, to skate on a ramp in his backyard; right, a deck from Zoo York, a hot brand among younger boarders.Some 12 million teenagers skateboard -- more than play baseball in the U.S. today, estimates American Sports Data, a research firm based in Cortland Manor, N.Y. But Mr. Hiemstra and other skateboarders like him present an interesting marketing challenge. They are the industry's prime customers, both devoted to the sport and savvy. And when they started out, most of them invested in premium boards and other branded gear. But as they got more serious about boarding, many decided they just didn't care whether they used the industry's top products, including the pro skateboard "decks" with graphics and branding that can cost between $40 and $70 without the wheels and the axles known as "trucks."
In more mainstream sports like baseball, basketball and soccer, young athletes tend to respond to marketing by Nike Inc., Adidas AG and Under Armour Inc., paying top dollar for gloves, balls, shoes and other gear endorsed by their favorite stars. But many boarders think it's just fine to buy "blank decks," the plain, seven-ply wood boards that cost only $15 to $30, often come from overseas, and are being sold by big discounters, on eBay and at some skateboard specialty shops.
Mike May, a spokesman for the Sporting Goods Manufacturers Association in Washington, D.C., agrees that skateboarders can be a tough sell. "I think skateboarding is sort of in a class by itself in that respect," he says. "There are some free spirits and independent thinkers in the skateboarding industry."
Serious skateboarders also have big expenses. On average, those who execute tricky jumps, spins and slides break their boards once a month. "For a young kid, every couple dollars count," says Issa Sawabini, a partner in Fuse, a Vermont-based youth sports marketing company.
Element, Zoo York, Santa Cruz, Flip and other top skateboard brands have been hiring the best of the estimated 800 professional and semiprofessional skateboarders to ride their boards and wear their brand-named clothes in competition, videos and ads. Many skateboard enthusiasts also admire top pros like Ryan Sheckler, Tony Hawk and Rob Dyrdeck for their ability to invent new tricks and for their celebrity lifestyles and clothing and equipment sponsorships.
But Mr. Hiemstra, who pays for his gear by bagging groceries at a local grocery store for $6.50 an hour, isn't buying. He won't settle for what he considers to be lesser quality boards sold at discounters like Wal-Mart or at toy stores. But he does sometimes bid for batches of closeout boards on eBay, and he trolls the four skateboard shops around Sioux Falls for sales, closeouts and other deals. Zoo York pro rider Donny Barley in New York."Word travels around the skate park about what [various shops] have in stock," he says, noting that he recently picked up two half-priced complete Crown boards from Scheels All Sports in Sioux Falls for $30 each instead of the usual $60 apiece.
The International Association of Skateboard Companies figures 50% to 70% of all the skateboard decks sold are blank rather than branded. "The problem is the blank boards don't really contribute to the industry. They don't buy advertisements in skateboard magazines. They don't support professional riders," says John Bernards, executive director of the International Association of Skateboard Companies, based in Santa Margarita, Calif.
Mr. Bernards's group recently published an advertising supplement in skateboarding magazines called "Under Fire," featuring interviews with pros, brand owners and distributors, to try to persuade young people to stop buying blank decks as a matter of principle. One author called blank decks "bland, unwarranted commodities that support faceless factories that do nothing to support professional skateboarding."
But the effort backfired. "We got hate mail saying that we are trying to commercialize skateboarding," says Mr. Bernards, whose group has now backed away from bad-mouthing blank decks.
Instead, the large skateboard brands have begun adding new technology, such as special footplates, air pockets, and layers of hemp fabric, Kevlar or fiberglass to absorb shock. The Habitat-brand skateboard deck has bamboo on the top to strengthen it. NHS Inc., a Santa Cruz, Calif., company that owns several leading skateboard brands, has doubled its research and development budget to $500,000. Using cameras to film skateboards mounted on special board-breaking machines, NHS discovered that the top, rather than the bottom, is what usually breaks, prompting the company to add a special Kevlar layer.
"Sales are rising for that model," says NHS's president, Bob Denike. He is also looking at boards made by mixing fiberglass materials with wood and wood laminates. He argues that the industry is to blame for losing customers to cheap decks. "We don't keep the product changing and moving forward," he says. "When you have a 10-15 year run of no innovation, you leave the door wide open for an issue like this."
The nation's largest sporting-goods store, Pittsburgh-based Dick's Sporting Goods Inc., sells skateboards at some of its 309 stores, and some of them are cheaper decks or blank decks. "We sell them because that's what our customers want," says Jeff Hennion, senior vice president and chief marketing officer. "If we aren't providing the assortment the customers are looking for, they are going to go find it somewhere else."
Fortunately for the industry, newer skateboarders, whose approach to the sport is more recreational than competitive, tend to appreciate branded gear more. Jack Lecci, 14, has been skateboarding for nearly three years with his friends in Pittsburgh. With few skate parks nearby, they ride their boards in parking garages near strip malls. So far, he has broken only one board, a premium model by Element. Coming off a set of stairs, "I fell right in the middle and it just completely snapped," he says.
While the equipment failure was a mark of honor for Jack, it was also a breaking point for his mother, Mary Ann, who had bought the Element board for him for Christmas. She made him buy his replacement board -- he chose a $130 one from Mystery Skateboards -- on his own. "I bought him one. That was it! I won't buy him another one," she says. "If he wants to go get a job, that's up to him."
Jack is thinking of working as a golf caddy so that he'll be able to pay for gear. He also says he plans to keep buying pro boards. But, he notes, if he gets better at tricks and starts breaking a board a month, he might change his mind and start buying blank decks.
...The International Association of Skateboard Companies figures 50% to 70% of all the skateboard decks sold are blank rather than branded. "The problem is the blank boards don't really contribute to the industry. They don't buy advertisements in skateboard magazines. They don't support professional riders," says John Bernards, executive director of the International Association of Skateboard Companies, ...recently published an advertising supplement in skateboarding magazines called "Under Fire," ... to try to persuade young people to stop buying blank decks as a matter of principle. One author called blank decks "bland, unwarranted commodities that support faceless factories that do nothing to support professional skateboarding."
But the effort backfired. "We got hate mail saying that we are trying to commercialize skateboarding," says Mr. Bernards, whose group has now backed away from bad-mouthing blank decks.
...NHS's president, Bob Denike. He argues that the industry is to blame for losing customers to cheap decks. "We don't keep the product changing and moving forward," he says. "When you have a 10-15 year run of no innovation, you leave the door wide open for an issue like this."
Clearly heretical at the end there, but a nice bookend to the trainwreck IASC created for themselves in January. What an interesting thought to consider that their failure may actually have awakened the corporate fat cats of core to their real problems.
__________________ Relax, Don't Worry, Ride Your Longboard.
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Re: Blank decks discussed in Wall Street Journal
Quote:
Originally Posted by skategeezer
"When you have a 10-15 year run of no innovation, you leave the door wide open for an issue like this."
which is kind of ironic, cuz (from what i understand) the past 10-15 years have been incredible for the longboard industry. this was a big issue on a shortboard forum i'm a member of, and let me say, the battle lines are clearly drawn. ya got the big companies with the expensive boards pushing the r&d envelope, but the people that they buy their boards from to brand are selling unbranded decks at a hugely discounted price. BUT, the big companies haven't really been pushing the r&d envelope at all...seems like they've spent too much money on pro riders and getting their name out there, which helped in the past, but i guess people have gotten tired of this. now, you do have things like the element helium(currogated layer of wood in the center), almost resin-8(extra layer of wood, bonded with lightweight resin), habitat bamboo, and darkstar armorlight(carbon/kevlar weave in the middle), but those are still nothing spectactular as far as skating goes. IMO, the great success that the shortboard industry has experienced for the past 10 years might also bring it down. we might be on the tale end of one of the skateboarding "cycles" if the driving force of skateboarding (i.e. shortboarding) doesn't remedy this quick
I'll tell you,you certainly dont see any lack of innovation in longboard,slalom and downhill.My firsthand experience is,"you snooze,you lose".I love all the new ways people are pushing truck,wheel and board design.The best is happening right here on the fish.You dont have to wait to run into someone at a race,or wait for a company to finish r&d before you get a peek,it all plays out here,real time.Denike was right,put some effort into new technologies.
cfav
Boy howdee, some of that wording sounded verbatim to my emails. thats cool, maybe we did make the difference after all. Truth is, Denike was all over the real issues in the IASC report. His write-up actually did the IASC write-up more harm than good. In a report looking to blame the consumer, he pushed it back on the market.
"$15 to $30, often come from overseas"
this is the fallacy. Many of the "pro" "branded" decks do also.
Excellent article. I think I am going to put it in my archives.
__________________
My comments represent a selfishly one sided 1970's skateboarder mindset, and do not reflect the current fashion-skate-lifestyle industry's views.
Location: buying used stuff off of SF, so i can look "gnar" with my pre-thrashed gear
Age: 21
Posts: 4,384
Re: Blank decks discussed in Wall Street Journal
Quote:
Originally Posted by skategeezer
this article opens a whole new
nah that can has been opened for years in the shortboard world. but seriously, the technology involved in shortboarding has reached a standstill...in longboarding, you've got foamcores, garbagecores, and all those lightweight composites driving the racing world; better and more types of urethane now than ever before, allowing for a pretty much customizable ride in any facet of longboarding; and as a whole, the longboard industry is gaining popular legitimacy, as well as growing immensly due to these technological innovations. shortboarding has seen most of it's innovation and growth in the 90's, and it has pretty much plateau'd off now as the whole shortboard world watches this "blank deck" thing play out.
Could someone develop a skateboard that was nigh-indestructible? Maybe...
Would the skateboard industry come up with it, probably not, the industry wants the boards to be thrashed and then a new one is bought....
I remember buying a couple of CaliforniaCheapSkates blank decks years ago, those blanks were actually BETTER than the branded boards, and a hell of a lot cheaper....
I won't ever loose sleep buying a blank deck, have you seen the houses Tony Hawk, Eric Kosten, Bob Burnquist, and frikking Bam Magera live in, places I'll never be able to live in...
Maybe it would be better if there weren't any "pros" anymore...signature wheels, shoes, trucks, sunglasses(?), what the hell
Location: buying used stuff off of SF, so i can look "gnar" with my pre-thrashed gear
Age: 21
Posts: 4,384
Re: Blank decks discussed in Wall Street Journal
Quote:
Originally Posted by Wells
A $100 longboard deck is actually better than a $30 one. Save for the graphics, a $60 skateboard deck is the exact same thing as a $15 one. Fix it.
birdhouse, zero, element, etc. all buy the $15 decks for $10, slap their logos on 'em, and sell 'em for $60. the longboard world (thankfully) isn't like this
Heck yeah. When did the skateboard industry decide that they could stop innovating and make a huge profit on it forever? They shoulda known that most real skateboarders aren't the type to buy a brand because it's popular or just because of the name, especially if it's basically the same product.
Blank decks discussed in Wall Street Journal
Matt Hiemstra uses a relatively inexpensive deck, or board, to skate on a ramp in his backyard; right, a deck from Zoo York, a hot brand among younger boarders.Some 12 million teenagers skateboard -- more than play baseball in the U.S. today, estimates American Sports Data, a research firm based in Cortland Manor, N.Y. But Mr. Hiemstra and other skateboarders like him present an interesting marketing challenge. They are the industry's prime customers, both devoted to the sport and savvy. And when they started out, most of them invested in premium boards and other branded gear. But as they got more serious about boarding, many decided they just didn't care whether they used the industry's top products, including the pro skateboard "decks" with graphics and branding that can cost between $40 and $70 without the wheels and the axles known as "trucks."
Zoo York pro rider Donny Barley in New York."Word travels around the skate park about what [various shops] have in stock," he says, noting that he recently picked up two half-priced complete Crown boards from Scheels All Sports in Sioux Falls for $30 each instead of the usual $60 apiece.
Re: Blank decks discussed in Wall Street Journal
