Expand Quote
What he’s providing for Asics is probably worth more than he’s actually getting paid,
Go to your local shop
and ask the kids if they know who Gino is -
they will have no idea
and those same shops, haven’t sold a pair of asics in months.
Right ok, my bad. I mistook wilful ignorance for lack of intelligence. Let me break it down for you. Asics footwear started a skate program, right? Are you following?
Well big footwear brands have marketing teams. They will assess the market and work out where they want to position themselves and what kinds of people they want to sell to - this is called the
target demographic, and no that's not what's printed on your skateboard.
To an adult person, it's clear they are targeting a young edgy type of skater and a slightly older skater who still follows trends and cares about what's cool - that's not be confused with the temperature by the way.
Therefore they did
research (something you do before you make
business decisions) and selected the skaters they hook up now. From your perspective they should have signed Yuto, Jamie Foy and Dylan Jaeb because that's who kids know. When in actual fact people are getting paid to help grow a brand.
Asics are targeting this demographic of people because they know if people who are considered 'cool' are buying them, then the 'kids' will start to catch on too. It's also a whole lot cheaper and a less aggressive strategy than poaching big name riders off the bat which would create industry resentment and a
kooky vibe - which if you didn't know, is stigma you don't want your brand to have.
If your shops ordered a load in thinking they were like Etnies and now they won't sell, I think that's probably on the shop and not Gino