Word: skateboarder
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Dates: during 1990-1999
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...even the omnipresent cold war threat of mutually assured destruction. "I just don't think extreme sports would have been popular in a ground-war era," says Dan Cady, professor of popular culture at California State University at Fullerton. "Coming back from a war and getting onto a skateboard would not seem so extreme...
...test-rode two models from ZAP Power Systems, a Sebastopol, Calif., company that has led the e-scooter and bike industry for years. Its popular Zappy (also $649) is lots of fun to drive, but pound for pound offers less value than the Buzz. The Zappy looks like the skateboard scooters we made as kids. You stand on it (no seat) and start by kicking off. The electric motor cuts in at that point, and you can cruise at 13 m.p.h. for about eight miles. Its throttle, unlike the Buzz's, is not variable, only on/off, which makes the experience...
...brand trying too hard to be core, such as Mountain Dew or Nike, is by definition not core. "You can't buy your way in," says Don Brown, 32, vice president of Soul Technology, a growing skateboard-shoe company with $40 million in annual sales. "Look at Nike. They're the best marketing machine in America, and they couldn't buy their way into skateboarding." Ironic that in the pre-nose-ring generation, Nike invented core. Coreness can reach ridiculous extremes. Almost every Velcro Valley firm has erected a half-pipe skateboard ramp on its premises. "We used to have...
...SKATEBOARD California-no surprise-is the home of the skateboard. The sport, an orthopedist's best friend, took off in the 1970s after polyurethane wheels smoothed out the ride...
...understand that skateboard speak, then you're probably outside the 12-to-34 age demographic that advertisers and programmers covet--and that alternative-sports stars like Hawk can deliver. He's one of a new band of athletes who are helping drive the fast-growing world of nontraditional sports to an ever increasing share of the TV-ad dollar. Emerging sports such as surfing, skateboarding, snowboarding, mountain biking, rock climbing, NASCAR racing and even bass fishing are gaining increasing TV exposure, providing greater choice for sports fans and advertisers...