G'd Up From The Feet Up

As reported in Sports Business Journal this past Monday, Gatorade has stepped on to the actions sports scene by signing skateboarder Chaz Ortiz, BMX rider Nigel Sylvester, and snowboarder Ellery Hollingsworth. This may be just the beginning for the Pepsi Co. Brand. 5ones brings us the following “Whats’s G?” video that features snowboarding legend Terje Haakonsen. (.22 in sandwiched between Basketball icons John Wooden and Jason McElwain) Word on the interweb is that the announcement of Terje’s signing is being delayed until around the Super Bowl to provide Gatorade with a double shot of coverage.



It is always nice to see more investment in the industry but this particular entry is encouraging because Gatorade appears to be a company that understands the action sports dynamic. Ortiz won the 2008 Summer Dew Cup just one year after conquering the Dew’s amateur Free Flow Tour. Sylvester is a charismatic dude who appears to have the business savvy and passion to reach outside the core demographic. He just received a signature frame from Mirraco and continues to throw down on the street scene. Hollingsworth hails from the hallowed halls of Stratton Mountain School. If her third place showing at this past summer’s New Zealand Open is any indication, she is poised to follow in the tracks of SMS alumni Lindsey Jacobellis and Ross Powers.

It is of note that Gatorade is receiving consultation from the Fuse Marketing agency. Fuse, a longtime accomplice of Mountain Dew, has recently orchestrated the rebranding of Eastern Mountain Sports, Converse, and New Balance toward the action sports set. I personally think that EMS and Converse are both resounding success stories. The New Balance campaign leaves me a little skeptical but otherwise I am a huge fan of Fuse’ work. It will be interesting to see what athletes and properties Gatorade chooses to align themselves with in the coming year.