The Sideways Life’s Post

I love skateboarding. I picked it up again a few years back and decided to feel comfortable looking like an idiot while I donned my 'Tony Hawk' helmet, and dropped into small ramps while enjoying the flow and relaxation that the sport offers. As somebody who is immersed in the adventure and outdoor scene, I found myself drawn to the subcultures that have grown around skating. In particular, what interested me were the growing numbers of brands that were being built through grassroots action and community to support women and non-binary folks to get into the sport. As somebody who can't really experience what it's like to be a woman entering into the world of skateboarding, I can only try to emphasize. Frankly it must be hard as the culture is so male-dominated, along with the marketing, design, and subcultures that have grown around it. So, here we are, with another slideshow of brands that I find interesting, this time focusing on women. Ok, so here we go: 1. Neighborhood Skate Club First, we have the Neighbourhood Skate Club owned by the outdoor / adventure/sports marketing powerhouse Lyndsay McLaren. I was lucky enough to work at the same business with Lyndsay during my employment with Rab, and I've followed her ever since as frankly she's a brilliant marketer, who has gone on to build an amazing community with the NSC. 2. The Skate Retreat Although the Skate Retreat isn't strictly speaking a women-only retreat I featured it because its overwhelmingly attended by women, non-binary, or trans folk. Why? My guess is this. If you have never been on a skateboard before and identify as female, you may not want to learn around a bunch of topless skate-bros. A safe, and welcoming space, with a skatepark built in a woodland, with excellent catering is likely going to be more your cup of tea. Frit Tam, I spy you have been to one, what did you think? 3. Meow Skateboards Meow Skateboards, founded by Lisa Whitaker is an example of a seemingly simple idea done incredibly well. Start a skate deck brand, market it differently to 99% of other businesses, build a community and sponsor pro-female skaters through the business. Also, the designs are just to die for. 4. Girl Skate Mag I hope SkateHut respects the quality of employee they have with Samantha Bache who side-hustles Girl Skate Mag on the side. If you were bored of seeing male-dominated skateboarding images in skate magazines and media then look no further. This is the magazine for you. Print is not dead! 5. London Skate Mums London Skate Mums is one of many communities (seriously, there's a lot now) of inclusive skate spaces for women. Although I have no idea who started London Skate Mums, I put them in because I wanted to point out that if you want to pick up a skateboard and give it a go, there's a growing number of groups who can support you. You just need to know where to look.

On the heels of Yuto Horigome winning back-to-back Olympic Gold Medals, here is why Skateboarding should be in your marketing plan following the Summer Games: Skateboarding is about to hit the mainstream: - In the same way that snowboarding participation grew significantly after the 1998 Olympics, skateboarding will receive the same adoption with one major difference: A far lower barrier to entry, resulting in even greater adoption. - All kids need is a skateboard and a sidewalk to participate in this pastime. Even better, the infrastructure is already developed with concrete skateparks in nearly every town across the U.S. and many throughout the rest of the world. Skateboarders are natural content creators: - Content is king for marketers, and it is at the center of the skateboarding ecosystem. - Skateboarding is incredibly visual and revolves around documentation; both short and long-form content. With global tours, filming trips, contests, trick tips or behind-the-scenes content, options to integrate your brand are nearly limitless. Skateboarders exert influence: - Typical criticism of marketing to the skateboarding industry is that it is a smaller community than some others that marketers prefer. However, pay attention to the influence that skateboarding has, not just the number of available eyeballs. - Skaters have long influenced fashion, art, film and culture. Tap these influencers to gain adoption with this authentic audience and far beyond. Lastly, and most importantly, it is crucial that your approach to this counter culture is one that adds value to the experiences of the community. If you would like help with this approach, shoot me a note. I would love to help you succeed in supporting this wonderful, global community of skateboarders. #DLCdrop #Marketing #Skateboarding #Olympics Davidson Learning Company

The Ollies of Orthodoxy: What Skateboarding Teens Can Teach Us About Marketing Did you see when the Japanese teenagers dominated Olympic skateboarding? It wasn't just a victory for Japan, it was a masterclass in counterintuitive thinking. These kids didn't win because they trained harder or had better equipment. They won because they hadn't yet learned what was 'impossible'. In marketing, we often fall into the trap of industry orthodoxy. We believe certain things can't be done because "that's not how it's done". But what if our greatest weakness is our experience? Consider this: In skateboarding, the younger you start, the more fearless you are. You haven't yet catalogued all the ways you can fail. Similarly, in marketing, our most innovative ideas often come when we're new to a field or when we bring outsider perspectives. So, here's a thought: What if we deliberately cultivated naivety in our marketing teams? What if we encouraged them to ask "why not?" instead of "why?" Perhaps we need more teenagers in our boardrooms. Not literal teenagers, mind you (though that could be interesting), but people who approach problems with the unbridled creativity and fearlessness of youth. After all, if a 14-year-old can win Olympic gold by defying gravity, surely we can defy a few marketing conventions? Remember, in both skateboarding and marketing, it's not about avoiding falls. It's about making those falls look intentional, and then turning them into a new trick altogether. Now, who's ready to do an ollie over their marketing plan? #MarketingInnovation #OlympicLessons #RethinkingOrthodoxy #Mahlab.

Heritage NL’s digital collections on the Digital Archives Initiative for #ThrowbackThursday! The DAI is your gateway to the digitized cultural resources held by Memorial University and partnering organizations. Heritage NL has an excellent partnership with Memorial University’s DAI. This is where we place all our collected materials. To celebrate Heritage NL’s 40th anniversary each week, for forty weeks, we will be sharing one of our DAI collections. This week we are sharing the Skateboarding Collection: https://lnkd.in/eHywbv8g Twenty years ago skateboarding in St. John's was a much different scene than it is today. From the 1990s to the early 2000s street skateboarding was at the peak of popularity. Although there are city by-laws which made it an offence for a person to operate a skateboard in many public spaces, skaters vehemently resisted this. During that time, downtown St. John's was not recognizable without pockets of skateboarders. The clack of wheels along asphalt or the scrape of a board down a metal railing were common background noises in popular skate spots like the War Memorial, Atlantic Place and the Colonial Building. Skateboarders were looked upon as a nuisance in the city and many measures were taken to stop them. For example, fines were issued and the War Memorial was "capped" with stone while the large stair set in front of Atlantic Place was reduced to just a few steps. Many of the measures to deter skateboarding in the city were ineffective and real change did not come until the first skate park was constructed behind the old Memorial Stadium in 1998. Today that street skateboarding scene no longer exists in Newfoundland and as a means of preserving the memory of this subculture the Intangible Cultural Heritage Office has created the ICH skateboarding collection. Photo: Messala Ciulla, Pexels.

Many thanks to the UK's Huck Magazine for a chance to write about skateboarding and the Olympics, anti-trans idiocy, and the rare type of secret whose power doesn't rely on its keeping. I believe there's a clear path around the same tired arguments about about art vs. sport, one that needn't take us back to that old familiar watering hole of authenticity. For years, brands and marketers have relied on skateboarding's coultercultural history to shape campaigns that insist upon heritage as the culture's only real currency. Stop thinking about about skateboarding as a counterculture, or even former counterculture. Start thinking about it as a medium. https://lnkd.in/gBdBMS_E

I've always found skateboarding to be more than just a sport—it's a source of valuable life and business lessons ✨ My latest adventure at Washington skatepark, sparked by recent discussions on urban play, pushed me to set a new goal...   Mastering the kickflip 🛹! Here's what skateboarding is teaching me about business: 🎯Visualisation: Before I successfully landed a kickflip, I had to visualise it. This technique is not just for sports – it's important in business too. Whether it's envisioning a successful sales pitch or the outcome of a project, visualisation sets the stage for success. 🎯Commitment: You can’t expect to land a kickflip or nail a business goal without being fully committed. It’s about giving it your all, whether you’re on a board or in the board-room! Today’s journey to landing these two kickflips was hugely rewarding! The same grit and vision needed to master a new trick can drive success in work and life. 🚀 To my fellow urban creators and skateboarders, how do you see these ideas playing out in your pursuits? Ever had a moment of certainty right before a big leap, knowing you'll land it because you've seen it in your mind's eye? I'd love to hear your thoughts and experiences Louise Van Tongeren , Alexi Trenouth , Richard Smith , Megan Carpenter. And if you're thinking about dusting off that old skateboard, or taking on a new business challenge, remember: with visualisation and commitment, anything is possible. 🛹💼 #skateboarding #skatenz #businessgrowth #visualization #urbanplay

Had an amazing time last week at the 2023/2024 Skateboarding Hall of Fame Induction Ceremony 📽️ It was a blast being part of such an iconic event at Vans Headquarters in Costa Mesa 🏁 The night was a celebration of skateboarding excellence and camaraderie. From reconecting with legends to witnessing inspiring speeches, it was a reminder of the impact skateboarding has on youth and pop culture. Reflecting on conversations with brand leaders in the action sports industry at the event, here are the five reasons (from a few table talks) why skateboarding culture is a magnet for brands to reach targeted consumers across generations: 1. Creative Expression: Skaters push boundaries with originality, innovation and style. 2. Tight Community: It's a close-knit social network that fosters support and friendship. 3. Grit and Persistence: Skateboarders learn resilience through falls and failures, fueling their perseverance. 4. Cultural Trendsetters: Skateboarding influences music, fashion, and art, setting trends worldwide. Caught up with a few from LinkedIn like Beau Brown and Jimmy Hermans, who flew in all the way from the Netherlands! Overall, the ceremony was a testament to the enduring legacy of skateboarding and its influence on generations past, present, and future. Here's to many more!🛹✨ — I help brands reach and engage youth culture. DM me, let’s talk!

Whether you're stoked, over it, or just don't care, it's Go Skateboarding Day again. Where'd you shred this year? Fifteen years ago, Vans first backed Go Skateboarding Day in China, with just two cities: Beijing (Wangfujing Church) and Shanghai (SMP Skatepark). Back then, not many brands were supporting skate culture in China, so local shops and skaters were starving for it. Vans stepped up, and everyone answered the call. It just snowballed from there. As China's economy boomed, so did Go Skateboarding Day. It went from a few cities to dozens, breaking records every year. Even though China's skate scene and market aren't as big as the US, our Go Skateboarding Day events are the biggest in the world, no doubt. In 2021, Vision Street Wear took the torch from Vans and started supporting Go Skateboarding Day nationwide. Same formula, same format, and this year they went all out with 48 cities, 60+ skate shops, and even a whole cruise ship in Chongqing! But with the economy taking a nosedive lately, brands and shops aren't growing like they used to. It's tough out there, and marketing budgets are getting slashed. For skaters, it's the same old song and dance every year: best trick contests, group photos, more style than substance. Most skaters just show up for the free stuff and food. What's the point of Go Skateboarding Day anymore? It's time for a change in China. Let's get back to the roots of Go Skateboarding Day, where skaters are the stars. It's a day to celebrate our culture, not to be actors in a brand's commercial. How are you gonna spend Go Skateboarding Day next year? https://lnkd.in/g8W8eDnp

Do you know how much skateboarding has affected the culture around us? From music and art to writing, skateboarding has left an indelible mark on our collective creativity and expression. Growing up skateboarding, I've felt its influence firsthand. Yesterday in Austin, the godfather of skateboarding, Rodney Mullen, delivered a speech that resonated deeply with me and I believe it will with you too. Tony Hawk might have been there also 😅 Mullen delved into the essence of passion, the importance of doing what we love for the sheer joy of it, and how nurturing this passion is one of life's greatest challenges. He spoke candidly about the inevitable struggles and setbacks, highlighting that the journey is as filled with lows as it is highs, but it's the love for what we do that keeps us going. He questioned the value of external validation and success, proposing that true fulfillment comes from an internal commitment to our craft. Mullen also touched on the power of belief over talent, how breaking through the "impossible" is a matter of faith in oneself, and the role of innovation in pushing boundaries. His reflections on legacy and influence, the living trophies of the tricks he pioneered that have become a language for skaters, offer a profound message on the impact we can have through our passions. Mullen's journey from fear of failure to embracing the joy in the process itself is a testament to growth and the pursuit of what truly matters. This talk was a powerful reminder of the transformative power of pursuing our passions, irrespective of the field. Whether you're a skater, artist, musician, or writer, there's something in Mullen's message for everyone. Let's celebrate the culture skateboarding has inspired and continue pushing the limits of our creativity. #Skateboarding #RodneyMullen #Creativity #Passion #Innovation #Culture

HERE ARE SOME KEY TAKEAWAYS FROM MY LITTLE SKATEBOARDER : Skateboarders have a unique perspective and approach to their sport that can offer valuable lessons for individuals in various areas of life, including entrepreneurship and personal development.   Persistence and Resilience: Skateboarders understand that progress often comes slowly. They persist through falls, injuries, and setbacks to achieve their goals, demonstrating resilience and determination. Risk-Taking and Calculated Decisions: Skateboarders often face challenges that require them to assess risks and make calculated decisions about what they are capable of doing safely.   Creativity and Innovation: Skateboarding involves creative self-expression and the ability to invent new tricks or find different ways to perform existing ones. This out-of-the-box thinking can lead to innovative solutions in other areas.   Adaptability and Flexibility: Skateboarders must adapt to different terrains, obstacles, and environments. Being flexible and open to change is essential to progress.   Focus and Mindfulness: Skateboarding requires intense concentration and mindfulness to execute tricks successfully and avoid injury. This level of focus can be applied to any pursuit.   Patience and Practice: Learning and mastering tricks takes time and consistent practice. This teaches the value of patience and the importance of honing skills over time.   Community and Collaboration: Skateboarding fosters a supportive community where individuals share tips and support each other's growth. Collaboration and learning from others can be beneficial in various fields.   Passion and Enthusiasm: Skateboarders are often deeply passionate about their sport, and this passion fuels their drive and perseverance. Pursuing activities with passion can lead to greater fulfilment and success.   Confidence and Self-Reliance: Skateboarders develop confidence in their abilities through practice and experience. This confidence, paired with self-reliance, helps them tackle challenges and take on new opportunities.   Embracing Failure and Learning: Falling and failing are part of the learning process in skateboarding. Skateboarders learn to embrace failure as an opportunity to grow and improve.   By observing and learning from skateboarders' mindset and approach to their sport, individuals can gain insights into how to approach challenges, take risks, and persist through adversity in various areas of life. #skateboard #momandson #lifelessons