Trend Research

 From Trendcentral.... oh yes dreaded fear... the trend world has noticed.

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Alt Vs. Pro

More brands are picking recreational athletes for their marketing gameplay

It used to be that you needed to play in the NBA, NHL or any nationalized sport to get your face on the proverbial box of Wheaties. That may be starting to change, however, as more brands are wisening up to the fact that not everyone saw the appeal of being screamed at by their high school coach, and thus never forged a connection with traditional sports. Consequently, more brands are looking to broaden their audiences, reaching out to sports “outsiders” by sponsoring niche athletic lifestyles.
Hurley Cycle Zombies: Southern Californian brothers Turkey and Scotty Stopnik grew up homeschooled by a dad who replaced shop class with motorcycle mechanics and P.E. with surfing. Though the brothers grew up cruising on bikes, they still found plenty of time to surf and skate for fun. Bridging the gap between the motorcycle and board sport worlds – as many young men of their generation are currently doing – they started calling themselves Cycle Zombies. Following Gen Y protocol, they started a blog to share bikes they’re fixing up and selling, to promote parties they’re throwing, and to connect with other would-be Cycle Zombies all over the world. That’s when Hurley found the brothers and stepped in to sponsor their lifestyle. The action sports clothing brand pays the bills, only asking that the Zombies wear some gear and keep doing what makes them happy without any regard for PR or mass marketability. Hurley’s sponsorship of the Stopniks introduces a unique focus on enjoying board sports for sheer pleasure rather than on winning competitions: something to which the majority of skaters and surfers can relate. 

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A little bit Jealous of the Cycle Zombies life, yup! Thank goodness my life is pretty awesome, so I cant complain, although I would love to surf every morning.

Other Articles Quoted:

Hurley's - 18 hours with The Cycle Zombies

NY Times article from ages ago - Skateboard Aesthetics on Two Wheels