So, there it sits - a massive double pager for longboards. Wow…what took em so long?
It’s cost? Not really sure. $8,000 or $10,000 or $15,000? Who knows but one thing is for sure, it won’t be the last longboard ad in there. This is a massive statement from Billabong/Element. Things like a longboard ad in what is traditionally seen as a “traditional” (aka - only SHORTboard) skate mag are indeed huge statments. There are some who will probably discount this blog and feel I am over exaggerating. I don’t see this as being the case at all. Here are some brief thoughts about this ad and the future of longboarding advertising/editorial within Transworld.
1. notice that no one is actually RIDING the boards? the ad is actually taken from a famous Hobie ad - I’ll try and find the 1975 or 76 copy of SkateBoarder Mag that the ad appeared in. The caption from the Hobie ad was clever: Step on it - it’s alive! (or something of that nature!)
2. The text of the ad is NOT about the boards…it’s about an alternative transportation device. I think this is a reasonably cool angle for Element to take. They are not going after the hard core longboard market - they want the huge number of skaters who perceive longboarding as not worthy. What better way to spin this than to say hey, “these boards are great for transportation.”
3. Color plays a significant role in the ad. You’ll note there is a feeling of warmth, almost nostalgia. Again, this is all done to cultivate an earthy feel. This plays nicely into what Element stands for.
4. The others will soon follow. Santa Cruz has made quite a good deal of headway into the market with their point of purchase racks featuring a number of low-cost (entry level) cruisers. Look for their print ads to being shortly. Habitat, Real, World, Speed Demons and pretty well every other mainstream street skating brand will start directing funds into print/online advertising. As the fortunes of the street companies have dwindled over these past few years, many now view this as an opportunity to take market share from Sector 9.
5. what does this mean for companies who aren’t part of the skate oligarchy? You know, companies like Gravity, Randal, Earthwing, Landyatchz, Abec 11, Loaded, Original, Seismic and Neversummer. I could name a ton more, but you get the idea. What happens when a huge multinational like Element puts the hammer down and starts to market longboards to an audience that has never been marketed to before? Well, here’s what I think will happen:
a. some skaters will dismiss longboard ads..it will be like water off a ducks back.
b. some skaters will be intrigued
c. some skaters will actually go out and purchase one of these decks. They will enjoy it and tell their friends…who will also go out and purchase one. This process will repeat and repeat.
Eventually, skaters will begin to learn more about what else is out there and realize that performance skate equipment truly makes the experience that much more enjoyable.
I see a new era…and I ain’t talking about those overpriced hats. I think that the opportunity for folks to truly enjoy all types of skateboarding without restrictions or contempt from other skaters is approaching. The market is absolutely enormous for cruising…probably 5 times the market for shortboards. Now that Element has thrown down the gauntlet, it will be intriguing to see what happens.
As for Concrete Wave. Our motto remains the same: 100% skateboarding and stoking the hell out of skaters everywhere. We will support the companies who supported us. I will do everything in my power to make sure the world knows about how truly great their products are.
2010 is going to be a helluva year!