Extreme Sports

Conclusion

2005-12-07T13:20:00.000-08:00

There is no doubt that extreme sports are not just a “phase” that this country is going through. Over the past several years, the popularity of extreme sports has grown, and from what I have seen, they are on the verge of reaching there prime. This blog has allowed me to gain a better understanding of how extreme sports size up to there competition. I have become aware of the players who represent the game, and what goes along with there titles. I have discovered the brands that dump time and money into the various sports and stars, and better understand why they have chosen to commit to this audience. I have gained a great amount of respect for the athletes who have pursued there dream, and found themselves on center stage doing something that is not held in the highest regard. Extreme sports have certainly transformed over the years into an activity that more and more people have sparked an interest in, and have grown fond of.

Nike and Reebok, two of the leading brands in sportswear, have decided to commit time and money in hopes of gaining a market share of the growing skateboarding community. When anything catches the attention of two brands like Nike and Reebok, it is safe to say that it has some significance in the sporting world. When a brand that represents Michael Jordan, and a brand that represents Allen Iverson, turn some of there attention to two skateboarders, it tells is that the skateboarding market is highly profitable, and most likely will guarantee long term success. The same can be said for Pepsi, who represents the world of extreme sports through its brand “Mountain Dew.” For Pepsi Co. to entirely finance a film devoted to the history of snowboarding tells us that there is an audience out there that is significantly large and profitable.

In regards to the competitions that extreme athletes compete in, they gain significantly smaller viewers on television than other more mainstream sporting events. As I mentioned in one of my entries concerning the summer 2001 X-games, the event only tied for 7th place for that week in T.V. ratings for sports programs. This tells us that although the numbers are growing, they still are overshadowed by other sporting events that are viewed in this country. The X-games, however, are only one of several events that occur annually, and a lot of the success depends on attendance. As I mentioned, Tony Hawk puts on the “Boom Boom Huck Jam” arena tour, which is not televised, and depends solely on attendance. Another form of exposure for extreme athletes is publicity events much like what Danny Way did by jumping the Great Wall of China on his skateboard. These types of stunts can draw a lot of attention, especially when done to break an existing record.

Finally, individuals who have gained success in extreme sports are becoming more and more recognized by mainstream America. Skateboarding legend Tony Hawk has become one of the most recognizable names in not only extreme sports, but sports in general. His endorsement deals rival those of mainstream athletes, and his professional success is un-rivaled. Another figure similar to Hawk is BMX rider Dave Mirra. Unlike Hawk, Mirra is still competing, and declares that he has several more years left in him. Another face that is emerging onto the scene is Shaun White. My last entry was about White, and explains that as the legends of extreme sports are getting older and retiring, younger stars like White are finding there way onto the map. Endorsers are looking for the next big thing, and many have turned to White.

In Conclusion, it is quite clear that extreme sports have insured themselves a place in the future of athletics. Over the years, extreme sports have gained respect throughout the sports world, with the help of people, events, and sponsors. Despite not having the magnitude of the NBA, NHL, MLB, and NHL, extreme sports have won over there own crowd, and will gain new fans as the competitions and endorsements that put them in the spotlight, continue.

Rising Star

2005-12-06T13:57:00.000-08:00

After my previous post regarding skateboard legend Tony Hawk, I was going to call it a wrap, however, while looking at todays Sports section in the "New York Times," I was surprised to find a headlining article that would be an appropriate and fitting last entry to my blog. It's not everyday the "New York Times" includes a featured article that enters the realm of extreme sports, so it must have been fate, considering this is pretty much the last day to write a final entry. Shaun White, the long red haired 19 year old snowboarding phenom, recently joined a small list of extreme sports athletes who are recognized by those of us who don't particularly follow snowboarding, or even extreme sports, for that matter. In a relatively short period of time, White has become a collosal figure in not only snowboarding, but also mainstream pop culture. Appearing last week on MTV's "Total Request Live," White was promoting his new film, "First Descent," as mentioned in a previous post a couple weeks back. "First Descent," marks White's film debut, but it certainly is not the first time he has appeared in the spotlight. White has been seen on various T.V. programs including "Punk'd," and MTV's "Cribs," and is also featured in mainstream video games. White has also appeared on commercials for the brand that sponsors him, Mountain Dew. Aside from the commercial success, White has also gained quite a bit of professional success by the tender age of 19. "New York Times" writer Lee Jenkins writes, "Four years ago, White missed out on the Salt Lake Games by three-tenths of a point. This time, the competition for the United States team is just as tough, but White is even more qualified, having won five medals at the X-Games." It is clear that White's success has gained him a spot in snowboarding history already, and he clearly has a bright future to look forward to. And did I mention he has also gained the title of a professional skateboarder? The reason I feel that this entry is so fitting in relation to the last on Tony Hawk, is because it shows the old vs. the new of extreme sports. White's career is already mirroring Hawks when he was 19, by gaining national exposure and lucrative contracts. It also shows that extreme sports are not losing any clout, and new athletes such as White, are assuring the sports success in the future, while the pioneers are opting for retirement.

Tony Hawk

2005-12-05T12:20:00.000-08:00

No blog about extreme sports would be complete without an entry entirely devouted to Tony Hawk. Hands down, Tony Hawk is the most successful skateboarder and extreme sport athlete of all time. Turning pro at the age of 15, Hawk has since competed in 103 pro contests, going on to win 73 of them, and coming in second 19 times. In 1992, Hawk and fellow skateboarder Per Welinder, started skateboard company Birdhouse Projects, which is still a highly competitive brand of skateboards today. In 2001 Hawk became the first skateboarder to successfully land a 900 (two and a half revolutions) in competition. Hawk has won several medals at the X-Games and other competitions up until his retirement at age 31. Since then, Hawk has remained very active in the skating community in several different ways. In 2002 he unveiled an event called the "Boom Boom HuckJam," a 24 arena tour that features skatboarder, motocross riders, and BMX bikers performing various tricks to the sound of live punk music. Hawk has also made quite a name for himself in the entertainment world. Hawk has been seen appearing in commercials for various companies by which he is sponsered by, including AT&T, Pepsi, Mcdonalds, and NesQuick. Along with commercials, Hawk has made notable T.V. appearences on "Viva La Bam," "Celebrity Poker Showdown," "Punk'd," "JackAss," "Inked," "MAD TV," and "The Simpsons." Hawk has also created a popular video game series which released its 6th installment this fall. Even if someone is not a fan of skateboarding or extreme sports, it is likely they are aware of who Tony Hawk is, and what he has has accomplished. Tony Hawk is far and away the biggest star in extreme sports, but like the saying goes, "no one stays on top forever." One day Hawk will be surpassed by a new face that has used the success of extreme sports to make a living and further there career.

X-Games Ratings

2005-12-01T13:36:00.000-08:00

The ESPN X-games does for extreme sports what the Superbowl does for football, the World Series for baseball, and the Stanley Cup for hockey. Much of the success of an extreme sports athlete is weighed on there performance at the X-games. This televised event occurs twice a year, one for the summer events, and another for the winter ones. The broadcast lasts for one week, and is televised on ABC, ESPN, and ESPN 2. To get an idea for how this event, and extreme sports in general, sizes up to conventional sports, one must look at the T.V. ratings for the weeklong event. The most recent, and most in depth, analysis of the X-games T.V. ratings that I could find, were from the 2001 summer games. At "Zap2it.com," a T.V. ratings website, I was able to find a short write up that included figures from the 2001 summer X-games. "ABC's broadcasts of the extreme sports event on Saturday, Aug. 18 , and Sunday, Aug. 19, each earned a 1.6 rating/4 share and an audience of more than 2 million viewers. They tied for seventh place in the week's Nielsen ratings for sports programs.," claimed Zap2it.com. What I found extremely shocking was the fact that the event only tied for seventh place in sporting programs. I would have thought that since the event only occurs once a year, that they would have gained a higher rating, as oppose to conventional sports that are played almost everyday. Although this is based on the summer X-games that occured 4 years ago, and since then figures and ratings may have changed, it is still shocking, nonetheless. This shows us that although extreme sports are an extremely successful industry, they do not even come close to equaling the success of conventional sporting events.

Mountain Dew's "First Descent" Into Film.

2005-11-29T14:16:00.000-08:00

On December 2nd, "First Descent" will open in movie theaters all across the U.S. This major motion picture gives a detailed look at snowboarding since its beginning. Over the past few years, movies depicting extreme sports such as "Lords of Dogtown," "Grind," "Out Cold," and "Supercross," have all appeared in theaters, and have all included casts of fresh faced twenty-something year olds who are actors, not atheletes. "First Descent," however, has no actors, instead, it features five influential snowboarders of all different ages. Shawn Farmer, Terje Haakonsen, Nick Peralta, Hannah Teter, and Shaun White make up the entire cast. Each has accomplished success in there own way, and each is a respected name in the sport of snowboarding. The film follows the five to Alaska, and documents them riding a number of high altitude mountains. In the November 14th issue of "Sports Business Journal," Terry Lefton discusses Mountain Dews involvement with the film. "Pepsi, in the form of Mountain Dew Films, financed and had editorial contol over the film," states Lefton. Mountain Dew has always been affiliated with extreme sports, but never has been involved in a project of such magnitude. Depending on the success of "First Descent," Mountain Dew may have just carved a niche in the world of film, and according to marketing spokesman John Galloway, extreme sports may just be the begining. "We can legitimately say we've been here as action sports have grown, and we'll look to expand into music, gaming, and other ways to extend Mountain Dew's reach beyond just a 30 second TV commercial, and it doesn't have to be limited to action sports." With a respected company like Pepsi investing all of this time and effort into the extreme sports market, it can be said that extreme sports are both profitable and here to stay.

Skateboarding vs. Education.

2005-11-25T09:48:00.000-08:00

On the November 1st installment of HBO: Real Sports with Bryant Gumbel, a segemnt done by Mary Carillo highlighted the career of 20 year old skateboarder Paul Rodriguez Jr. Paul is the son of famous comedian/actor Paul Rodriguez, whose fame rose in the eighties, and continues today. Working in show business, Rodriguez was forced to be on the road and away from home for most of Rodriguez Jr.'s childhood, leaving a void that was eventually filled with skateboarding. Rodriguez Jr. explained that without a father figure, it was hard for him to participate in the more conventional sports like baseball, basketball, and football, so instead, he turned to skateboarding. Gaining a loyal following through skate videos, Rodriguez Jr. was soon being offered sponsorships while still in High School. Realizing the potential that skateboarding had, Rodriguez Jr. decided to drop out of school to concentrate full time on his skateing career. In the interview, Carillo commented on the popularity of extreme sports by saying, "With the professional skateboarding tour and nationally televised competitions captivating a sizable segment of the country's youth, action sports are fast becoming the choice of a new generation." The segment also stated that skateboarding is a 6 billion dollar industry that has much potentail to expand. In a previous post I speculated that in order for Nike to succede in the skating industry, they must follow Reeboks lead, and find a fresh face to sponsor there item, and that fresh face is Rodriguez Jr. Rodriguez Jr. rescently landed a sponsorship contract with Nike after winning his secong gold medal at the most recent X-Games. Rodriguez Jr. is a poster child for kids who may lack a father figure, and his success in the sport can be inspiration for anyone. Rodriguez Jr. has since reconsiled with his father, and holds no grudge. This young mans successful career is just begining, and skateboarding has provided him with a great oppurtunity to succede without an education.

Extreme Sports Around the Globe

2005-11-16T08:34:00.000-08:00

This summer, skateboarder Danny Way became the first person to jump the Great Wall of China without a motorized aid. Way's attempt seems reminiscent of Evil Knievil's daredevil antics that made him so popular back in the 1970's. As an extreme sports athelete, the oppurtunity to attempt such feets is always present, something say a baseball player can not do. The idea of someone going 50 mph on a skateboard, then soaring 61 feet over a world recognized structure is sure to turn some heads. Way, backed by Quicksilver, Inc, has ventured into the foreign market of the Chinese culture. "I was aware of the dangers and my heart was pumping in my chest the whole time, but I managed to pull it off with the help of my team, and I'm honored to have my visions embraced by the people of China," Way said in a statement. In an article written in USA Today, Ryan Hollis, Quicksilvers greater China marketing director, said, "It was pretty amazing today to see this happen, to see it adopted by the culture, adopted by the government." Depending whether there is a significant ammount of positive feedback by the Chinese culture, I think we may be seeing more of these types of exploits by extreme sport atheletes, in order to boost the popularity of themselves, there sport, and there sponsors.

Reebok Expands Market

2005-11-13T16:32:00.000-08:00

In my last entry, I commented on an article in Rolling Stone magazine titled, "Hot Extreme Athelete." This article talked about the "Allen Iverson of skate," Stevie Williams. The article mentioned that Williams recently teamed up with Reebok to do what has not been done before. Williams will launch a collection of apparel and shoes that will be known as, DGK, or "Dirty Ghetto Kids." This line will mark Reeboks first attempt at expanding its already successful shoe and clothing company. By doing this, I feel that Reebok is opening the flood gates, and we will soon see that companies who primarily focus on conventional sports, such as Fila, Adidas, and Converse, will attempt to move into the market of extreme sports. Although Nike attempted to relase a line of skate shoes, it was not very well recieved, and was looked down upon by skateboarders. What Reebok is doing, is creating an image, and that image is the face of Stevie Williams. If Nike, or any other brand for that matter, were to endorse a famous skateboarder, I think there chances of success would be much higher. Brands such as Vans, DC Shoes, and Etnies are currently the front runners for skate shoes and apparel, and each has top rated skaters using there product. The world of extreme sports has alot of potential to make alot of money, and larger companies with namesake should act quickly in order to cash in on the potential. If Nike can make golf clubs, then it can't be long before they are making skateboards, surfboards, and skis.

A Different Look

2005-11-07T16:57:00.000-08:00

In the October 6th issue of "Rolling Stone" magazine, a feature called the "Hot List 2005" occupied most of the pages. This "Hot List" consisted of several categories that were deserving of the "Hot" label. Included was the "Hot Extreme Athelete," which was awarded to skateboarder Stevie Williams. Williams is a unique pioneer in the world of skateboarding, and this is attributed to the color of his skin. In the world of skateboarding, and most extreme sports for that matter, it is less common to see a black participant. This is an issue that doesn't get much exposure, but none the less, is quite evident to followers. Williams, a Philadelphia native, remarked on this issue by saying, "I had two friends I skated with, and we got teased a lot by other kids. They'd say, 'Why y'all being white? Why don't y'all sell drugs?'" It was this kind of ignorant attitude that may be responsible for the lack of black skateboarders. Williams goes on to say, "The idea of a black skateboarder four or five years ago was unheard of." As of lately the sport has diversified, and Williams is one of the pioneers of this trend. Writer of the article Jenny Eliscu claims, "Williams hopes his own high-flying style and urban upbringing will convince a whole new generation that skating isn't just for suburban white kids." This is just more evidence that extreme sports are still a growing market, and players like Williams are able to market themselves to a whole new crowd that previously were not targeted.

Changing of the Guards.

2005-10-31T16:50:00.000-08:00

Everyone familiar with the sport of BMX biking is familiar with all-time great Dave Mirra. For more than a decade, Mirra has stunned on-lookers as he soars through the air in various competitions including the X-games, and the rescent "Dew Action Sports Tour." In the October 10th issue of "Sports Business Journal," an article appears in which an aging Mirra seems to be on the verge of being de-throned by 21 year old Australian phenom, Ryan Guettler. At 31 years old, Mirra finds himself in the unfamiliar position of second place. Despite this, however, Mirra also finds himself at the top of his game in endorsement deals and sponsorships. Representing such companies as T-mobile, Slim Jim, and Oxy, Mirra is only second to the virtually un-touchable Tony Hawk. This poses the question, now that Mirra is 31 years old, and fresh faced new comers are emerging, does BMX need a new face in order to remain enticing to the youth of America? Some argue, including Mirra himself, that despite his age and competition, he is not ready to give up his spot on top. "I feel like I'm better-way better-than I was three or four years ago," Mirra told Sports Business Journal. This is a classic example of the problem that extreme sports are currently facing, with its known figures getting older, newcomers are now needed to fill there roles in order to keep the image that they are associated with. It is going to be interesting to see who the next "it" boy is going to be as the popular extreme sports stars with all the big endorsement deals get older, and how this is going to effect the image of extreme sports.

Introduction

2005-09-22T08:57:00.000-07:00

There was a time when skateboarding was simply a hobby that one practiced in his or her spare time. That time has come and gone, however, and now skateboarding, along with a variety of other "extreme sports," have found there way into mainstream American culture. Although no extreme sport holds a candle to the big four: NFL, MLB, NBA, and NHL (although the NHL better watch out), extreme sports have carved out a pretty popular niche in the ever growing world of sports. With help from such icons as skateboarder Tony Hawk, BMX rider Dave Mirra, and snowboarder Shaun White, extreme sports have created there own world of gritty superstars who chose not to "shoot hoops" in the backyard. The emergence of the ESPN X-games, along with various other televised competitions, the world of extreme sports has turned into a legitimate contender in the sporting world.

What drew me to the topic of extreme sports was not a personal love for the genre, considering I don’t, nor have I ever done any type of extreme sport. What really sparked my interest, was wanting a better understanding of how in such a short period of time, extreme sports have grown so large that "players" are now household names who have landed endorsements that rival those of Lebron James and other conventional athletes. Although the magnitude is nowhere near the same, one can attribute this to the ratio that favors the number of, dare I say, "un-extreme" athletes. Twenty years ago, if someone were to say that the worlds best snowboarder and one of the best players in the NBA were going to appear in the same commercial for a popular soda, they would be called crazy by everyone. But then twenty years later, when top snowboarder Shaun White and Houston Rockets star Tracy McGrady appear side by side in a Mountain Dew commercial, that person would be getting a handful of apologies. This is just one example in one of many instances where an extreme sports athlete has appeared on national television endorsing a product that could just as easily have gone to Ray Lewis, well maybe not Ray Lewis, but you get the idea. What allows someone who participates in a sport which lives in the shadows of the conformity to stick out and make it into the average persons conscience? This does not have just one solid answer, but instead several speculations which may lead us to a better understanding.

Americans in general are attracted to fast paced, bone crushing, winner take all entertainment. Extreme sports encompass all three of those attributes which us Americans hold so dearly. Every time that skateboard leaves the lip of that half-pipe, there is the possibility of greatness, or a broken leg. Extreme sports are exciting, but unlike other sports, there is no season, no team, and no limit to what one may do. Extreme sports are individuals competing against themselves to perform there best. Sure, in the end they get compared to there competitors, but ultimately it is up to them how they do, no one is preventing them from what they can achieve. There is a certain admirable feature about that, which is not present in the mainstream sporting world. Going back to the bone crushing aspect of extreme sports, it is a fact that injuries are common, and almost expected when participating in such sports. Sure, the risk of injury is present in the conventional sports, and it is also quite common, but rarely do these injuries unfold in such a death-defying way. BMX rider Mat Hoffman, has under gone 16 major surgeries in his 16 years as a professional, and once had such bad internal bleeding from a ruptured spleen, was given twenty minutes to live before being revived. Some extreme athletes aren’t as lucky as Mat, like big wave surfer Mark Foo. Foo was surfing the renowned "Mavericks" surf spot in northern California, when he took a spill and drowned in the churning white water the wave left behind. Foo was frequently quoted as saying, "If you want to ride the ultimate wave, you have to be willing to pay the ultimate price." Is it that kind of attitude that attracts so many people to hold extreme athletes in such high regard? These renegades so blatantly place there passion for the sport above there health, and sometimes lives. And because of this, the best of the best are rewarded with a thirty second spot on prime time T.V. and a pretty large check.

Throughout the semester, I hope to draw more parallels with these extreme sports stars and other athletes in various sports. I plan on comparing T.V. ratings for such events as the X-games to conventional sporting events. I intend to compare and contrast the various sponsorships and endorsement deals that the two athletes receive, and along with that, take a deeper look at the companies and brands that give these endorsements. Extreme sports hold much potential for growth in the future, and have come a long way in a short period of time.