Skateboarding Olympics: Can It Jump Beyond Streetwear?

Given this year’s enormously challenging circumstances, it’s clear that the Olympics needed an injection of excitement like the inclusion of skateboarding, not the other way around. As one of five new sports making their first appearance at the Tokyo Games this week, the question is will skateboarding—and its potential stars—benefit from marketers’ attention? The skateboard market is projected to hit $2.4 billion by 2025, according to Statista, although that estimate is now considered low since the sport surged during the pandemic. It is expected to rise even higher after its first appearance in the Olympics. Can U.S. Skateboarding gold-medal favorite Nyjah Huston become a star—and will he be able to attract marketers beyond streetwear to the sport? Among the five new sports for Tokyo ranked by MorningConsult in order of Olympics viewer interest, skateboarding came in fourth with 45% of respondents planning to watch. The comparison with the other debuting events is close: baseball and softball were the highest with 48%, followed by surfing (47%), which generated the most interest among MorningConsult survey participants. These are followed by karate (45%) and sport climbing (34%). Procter & Gamble, one of the major sponsors of the Summer Games, isn’t waiting to see if skateboarding’s popularity soars after the Olympics. The consumer packaged goods giant chose Team USA skateboarding Olympian Mariah Duran as one of the “trailblazing role models” for its “Always #KeepHerPlaying” campaign. The effort, which is part of a larger brand purpose showcase for Always feminine hygiene products, is also designed to demonstrate P&G’s commitment to women’s issues. Always may seem like an atypical sponsor in the context of skateboarding. And it could inspire additional advertisers to make a similar embrace. Still, the sport is primarily the province of streetwear brands like Vans that are banking on skateboarding’s higher profile surrounding the Olympics. in anticipation of the Olympics spotlight and in time for Go Skateboarding Day on June 21, Vans introduced its sponsorship of Skateistan, an international nonprofit organization, with Tony Hawk. A very different American pastime? Last month, in anticipation of the Olympics spotlight and in time for Go Skateboarding Day on June 21, Vans introduced its sponsorship of Skateistan, an international nonprofit organization that promotes skateboarding outside the United States. Skateistan has educational programs in Afghanistan, Cambodia and South Africa. The Vans campaign theme reflects the sport’s trepidation with all that comes with wider acceptance: "No matter how big skateboarding gets, never forget where it starts." “It's a testament to how far skateboarding has come over the last 50 years,” said Tony Hawk, arguably the sport’s most prominent champion, when Adweek asked him what Olympics recognition signifies. “It shows the staying power and interest of youth for skateboarding. It’s a mainstream sport, like baseball.” Skateboarding unlike traditional sports, does not have established athlete development systems aided by scholarships and or governmental programs, said Bobby Gascon, senior director, global marketing/action sports at Vans. In addition, no other sport possesses a subculture like skateboarding. The sport conjures a certain image that calls to mind a loose-limbed kid in a billowing punk rock t-shirt doing aerial tricks in suburban park’s half-pipe on a self-decorated board. It’s the antithesis of the square-jawed athlete solemnly accepting a medal placed around their neck. Grassroots, indie street-cred is as essential to the sport—and its marketing—as any brand name approval and co-optation. “Skateboarding is built from the ground up amongst friends in the streets, skateparks, backyard pools and more,” Gascon told Adweek. “As the Olympics create the sport’s largest media attention in history, we want to raise awareness on the importance of supporting its development at the community level.” Outside of the Olympics, brands like 7-Eleven have tried to reach the sport’s devotees through established international skateboarding competitions such as Street League Skateboarding. The convenience store chain recently sponsored the SLS Games, an ongoing content series that supports that international competition. The SLS Games were created at the start of the pandemic to keep both skaters and fans engaged and entertained in advance of the 2021 SLS Championship Tour, which begins August 27. “Skateboarding has a unique communal experience and staying true to authentic skateboarding culture is really important for the entire community,” said Steve Ziff, chief marketing and communications officer at Thrill One Sports & Entertainment, SLS’s parent company. “There is certainly a strong endemic presence and always will be. However we are seeing a lot more institutional and ‘blue chip’ brands taking notice and wanting to get involved with skateboarding. Now is the time for marketers to jump on board a sport that has been traditionally-endemic but is primed for mainstream growth.” Skateboarding lessons for brands Acknowledging skate culture is what matters most to its practitioners and fans, regardless of a brand’s background, Gascon advised marketers outside the sport’s usual streetwear circle. “The space is not as exclusive as it used to be, and especially during the Olympics window, you’ll notice a broader set of brands utilizing skateboarding within their campaigns,” Gascon said. “If done authentically, it will resonate. However, my advice for general marketers would be to park your egos, disregard any marketing award, listen to skateboarders and align with its culture before even writing your brief.” Of course, skateboarding’s true appreciation is much more diverse than a stereotyped image. If there’s one truly unifying identity that marks skateboarding, it’s the obvious appeal to increasing numbers of youth. As marketers eternally covet younger consumers, skateboarding is the obvious bridge to do so, noted Geoff Miller, director of client services, for marketing consultancy Interbrand. Procter & Gamble chose Team USA skateboarding Olympian Mariah Duran as one of the “trailblazing role models” for its “Always #KeepHerPlaying” campaign. Changing expectations As consumer expectations’ change, brands are increasingly recognizing that traditional category definitions are eroding, Miller told Adweek. Businesses are now competing for mind and wallet share with an increasingly wide swath of competitive threats. “Meeting consumers where they are, and establishing an authentic symbiotic relationship, is critical to ward off these threats and ensure future growth,” Miller said. “Authenticity reigns supreme, and brands who understand their own essence and identity are best placed to understand how to enter the complex ecosystems of sports like skateboarding.” Of course, that’s easier said than done. The inclusion of skateboarding in the Olympics, along with surfing—and breakdancing, which is expected to be added by the next Summer Games—will “legitimize” these sports in the eyes of a broader swath of brands and consumers, Miller said. Grey Goose and Uninterrupted Explore Moments That Sparked Iconic Athletic Careers in New Series

Sports Marketing News

Skateboarding's Olympics Debut: Can Its Subculture Status Appeal to Brands Beyond Streetwear?

While Vans and Supreme are the sport’s mainstays, advertisers like Procter & Gamble are betting on athletes like Mariah Duran and Nyjah Huston achieving marketing stardom

David Kaplan

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David Kaplan