Wonder if Olivier Francoise should be identifying and targeting opportunities for Fiat to share under the radar advertising/marketing content in the U.S. market?

The rally like driving would have been a lot more appealing to football fans than J-Lo car chase...probably a lot less expensive too. Hope this wasn't a veiled attempt to tap into the NFL's strong interest in the Hispanic market.

It still amazes me that Spanish-language snowboard content isn't being further expanded in the U.S. Hispanic market..

This is from this last season's Argentina Snowboard Tour...

A pesar de las dificiles condiciones por las cenizas del volcan Puyehue, el Burton Demo Tour llega nuevamente a Cerro Bayo. Te invitamos a probar las tablas y fijaciones del año que viene donde tiene que ser, en la nieve!

The guy is definitely outside the age focus of snowboard marketing, but he's one of the pieces to opening the industry to the urban youth segment.

I mean what kid isn't going to see this shot and be like, "I want to do that!" Marco, as usual, showing its all about the right attitude.

When are we going to see a Powder & Rails series on MFM? Now that would be some good digital content/entertainment.

I spent some time with the Burton Argentina crew last year in Buenos Aires. They shared quite a few insights into what was helping them grow snowboard participation in Latin America. This was a cultural branding event they developed and spoke highly about.

Video is from this season, which just ended.

Looks like this was a fun little trip to Los Penitentes in Mendoza with the Burton Argentina team. Amazing terrain down there...

The author asks a very poignant question when we think of where the urban multicultural youth market is heading...

Can hip hop save the world?

Pretty poignant little Nike spot...notice the heavy action sports imagery?

Times are a changing for sure. I've predicted for awhile that cultural & sports trends would lead to an increase in foreign athletes leading global marketing campaigns. Rodrigo Petersen is the most recent testament to it. Here's an interview ESPN Skateboarding did with him. Interesting to see him find a spot the BLVD team...

It has never been easy for foreign skaters to make it big in America. Language and marketability have always been a factor in U.S. kids gravitating towards riders from other countries. Recently there has been a shift towards international pros actually staying put and having pro models on brands based in their countries like Blueprint, Cliché, Jart, etc. But Rodrigo Petersen has always had loftier goals than being big only in Brazil.

Really glad to see the season turned around down south. Things were looking grim at the start of the winter. A volcano eruption in Chile back in June cast an ominous blanket of ash over the mountains. Still, Burton Argentina got some good days in...

Visita del Argentina Burton Team al Valle de Las Leñas, MENDOZA.
Alojados en Los Molles Complejo Turistico, invierno 2011