We at Javelin firmly believe that authenticity is key to a successful brand. The skateboarding industry is covered head-to-toe in the bruises and broken bones of authenticity. Birthed out of rebellion and innovation, skateboarding’s forefathers set the tone for originality and the pursuit of progression, which still holds true today. If a brand is really going to be a skate brand, they must fully embody these ideals. For skateboarders like myself, “game recognizes game”- we can smell a fake like a week-old pair of underwear.
Nike and Converse are two brands that have done a great job entering an industry that doesn’t take too kindly to mainstream outsiders. In the past few years, both brands have approached the marketing of their skate shoes through the adventurousness of skateboarding. To quote skateboarding legend Steve Cabellero, “…it’s about the journey, not the destination.” Each brand has exemplified this in video form quite literally – but quite differently.
First up: Nike. Much like the brand’s basketball or golf pros, the skate pros who ride for the Nike team are synonymous with the brand. In the video “Straight Trippin’” Nike pros Chet Childress and Al Partanen embark on a journey from Portland to L.A to New York with nothing but their boards and backpacks. With only a few close-up product shots of the skaters ridin’ and rippin’, the content focuses predominantly on the gnar-tastic adventure – with Nike’s presence subtly in the background. The brand lives vicariously through the situations at hand and the personalities of the pros.
Next up: Converse. The brand has a much more commercial, yet equally effective presence in their video “Converse: LA to Vegas”. Featuring pro Kenny Anderson and a growing mass of skateboarders that follow along, the narrative is a third-person perspective of the journey that showcases the new shoe and what it can do. Throughout the journey Kenny Anderson performs a nose-manual (skate term for a nose-wheelie) which effectively communicates two things: “Hey look, our KA-ONE shoe is comfortable and durable enough to go on a trip from LA to Vegas on foot!” and “Hey look, our KA-ONE shoe will give you ridiculous skill and balance like pro Kenny Anderson!” the brand not only lives through the situation, but persuades the viewer of its relevance by adding to it.
These are great videos and great examples of how any brand – not just a skate brand – can curate their own authenticity to achieve relevancy and credibility with their target demo.
This post was written by...
Will Massanet – who has written 1 posts on Javelin Experiential.
Jr. Art Director: Designer | Artist | Oddball
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