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Are marketers ready to meet skateboarders as they smoothly glide and defy gravity through the curved walls of constructed tracks for their Summer Olympics competition?
“The IOC certainly thinks so,” Basia Wojcik, vp of sports at development and brand marketing agency The Marketing Arm, told Adweek. “Skateboarding is one of a handful of new sports intended to make the Olympics more appealing to Gen Z.”
If an American—such as Olympic skateboarders Maurio McCoy and Mariah Duran, who TMA signed to represent Milk PEP and Procter & Gamble—emerges to dominate in the Summer Games, this could very well launch them to fame the way snowboarding made stars of Shaun White and Chloe Kim, Wojcik said.
While winning gold doesn’t guarantee stardom, it is typically an essential ingredient in the making of an Olympic star.
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