ER: #CultureCasting 'Marc Frank Montoya talks La Familia' #latISM #Recombinant #SportsMarketing #Snowboard

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Orale...

Marc Frank Montoya has been ruling the urban snowboard scene for so long, it seems like he should be 102, hanging out in an old folks home somewhere talking about how good things used to be "back in the day." Instead he's still out in the streets and in the mountains, killing it with his FODT crew, making movies that will have your mouth hanging open -- as much for the riding as the shock of wondering how these guys get away with doing it in some of the places they do.

ER: #Culturemaking 'NikeBetterWorld - Recycled Ads' #Recombinant #SportsMarketing #CulturalBranding

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

ER: Culture-Making 'El Futuro' #Digital #ActionSports #Recombinant #YouthMarket @KomunidadSnow

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A year ago I was preparing for a snowboard trip to Bariloche, Argentina. It was my second Andes shred trip and was very eager to see how far the scene had progressed over the years. The riding at Cerro Catedral is off the hook and highly encourage going there if the opportunity presents itself.

The most memorable part of the trip was interacting with the growing global snowboard community. Bariloche exposed me to local athletes, brand reps, mountain guides, and snow media personalities and helped me understand Latin American snowboard market better. It's raw and full of potential as the sport goes global.

As the new cover of KomunidadSnow states, "the future" of Latin snowboard culture is bright and will continue to expand. Best part is the young kids are leading the way. This year's season started off slow due to a volcanic eruption, but in true Latin fashion, folks are brushing it off and making the best of it. Evident by the steady flow of tweets, blog, photo, and video posts coming across my feed sharing the stoke of a day on the mountain. There's still a lot to be learned from the South American snow scene.

Hoy, luego de una temporada dificil, con un Volcan en erupcion de por medio y con todo lo que ello implica, estamos orgullosos de entregarles el numero 4 de la revista komunidadsnow. Paulatinamente la encontraras en los shops, eventos, y competencias de los diferentes centros de esquí de la Argentina.

ER: Culture-Casting 'Nico Fuentes' #Argentina #Snowboard #RecombinantSportsCulture

Nico Fuentes - Pro Snowboard. Mucho estilo y experiencia. - (BQP)

ER: Culture-Casting 'MEX and the CITY' #latISM #youthmarket #NYC #actionsports

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This event already happened. But this image represents a unique mash-up of creative concepts I've been working on as of late, had to document it...

ER: Cross-Cultural 'Riders por Chile | Manuel Díaz' #latISM #Chile #snowboard

Conversamos con el snowboarder que con solo 22 años está a la altura de los mejores a nivel mundial.

Great interview with Chilean pro Manuel Díaz, who in my opinion, is the first rider to step up and really bring attention to the Latin American scene. A cross-cultural movement to watch...

ER: ER: Message-Mapping 'Mobile Commerce X Cultural Trends Reshaping Retail' #latISM via @TransWorldBiz

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So...kind of a no brainer right? Mobile is key to reaching the U.S. urban youth segment. It significantly impacts sales of action sports companies in the all important 18 to 34 year old segment.

According to Mark Grondin, SVP of Marketing at Shopatron, “Brands with younger customer groups, like Spy Optic for example, are getting as much as 5%-9% of their traffic from mobile devices. Of those mobile visitors, about 2% are currently purchasing, but that number is also steadily increasing.”

Recent studies, including one by Google, indicate that mobile is a must for reaching the U.S. Hispanic market. 2011 will be the year that more brands follow the rabbit down the digital hole.

Just think about these stats:

  • 93% of U.S. Hispanics use a mobile phone regularly
  • 45% of U.S. Hispanic mobile phone users have smartphones compared to 34% of general market
  • 87% of U.S. Hispanic mobile phone users have contract plans and only 8% have pre-paid plans

ER: Cross-Cultural 'How Nike Rules the World' #actionsports #youthmarket

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Well, can't say I'm surprised Nike was singled out by Fortune Magazine as one the most admired global brands. - 'How Nike Rules the World'

From Shanghai to Sao Paolo, the swoosh is figuring out what it takes to conquer each market...appeal locally, be bold, & adapt the model.

The above three reasons is why I've recognized them as the brand to really watch when it comes to the youth demographic and action sports. Soon enough how they market overseas will influence the United States. It's already playing out with urban snowboard market.

ER: Culture-Making 'Eighties Style Influence Gonzales' #latISM

How the urban youth market got to where it is now started in immigration patterns of the seventies. Kids emerged in the eighties who made themselves known in pop culture. Guys like Mark Gonzales, Tommy Guerreo, Ray Barbee, Steve Cabellero, and Christian Hosoi were all innovators of style. They developed a following of admirers and awareness of their contributions. Now why wouldn't this only amplify itself going into 2011?

ER: Culture-Making 'Gatorade Free Flow Tour Part Deux' #latISM @nitrosnbrds via @mthigh

Just last week, I noted the significance of the grassroots snowboard movement. Ironically, the Gatorade Free Flow Tour was specifically mentioned for its role in developing athletes.

Today I saw that Jamie Madrid won Women's Slopestyle at Mountain High over the weekend. Just goes to show that the first wave of M.A.S. snowboarders has already descended down the hill...