Global Cross-Functional Business Leader | Expertise in Brand Marketing, Merchandising, Product Strategy, Demand Generation & Omni Channel Revenue Growth Across Outdoor, Footwear & Motorsports Industries.
I'm conflicted reading this. One cannot deny that Snowboarding's inclusion in the Olympic program helped wintersports as a whole. Participation increased across both skiing and snowboarding, manufacturer sales increased dramatically, and athletes who'd been labeled as 'misfits' and 'delinquents' participating in 'the worst new sport' by Time magazine only a few years prior became household names virtually overnight. One also cannot deny that there's been a price for such growth. The commercialization of these sports came at the expense of creativity. As sponsorship dollars retreated towards skiing and snowboarding's competitive disciplines, these sports - once vehicles for creative expression - began to more closely resemble disciplines like figure skating than the activities which their lineage could directly be traced to (skateboarding and surfing). This transition alienated passionate participants and prospective entrants alike. To be clear: I don't think this is solely the FIS's fault. As an industry, we've stopped investing in the future of these sports. We've largely walked away from activities and events that celebrate/reward creative expression and/or facilitate participation. A lion's share of our R&D efforts and new product initiatives focus on the development of products or experiences that are engineered to enhance performance rather than eliminate pain-points for new / early adopters. And we're struggling with earnest efforts to make our sports more accessible and inclusive. Whether this will be good for these disciplines (and the future of these sports) is irrelevant. For better or for worse, that train has left the station. In my mind, the question(s) on the table are as follows: (1) What lessons can we learn from Snowboarding and Freeskiing's inclusion, and (2) how can we - endemic brands, governing bodies, and media - apply these lessons to insulate these disciplines from experiencing the same whiplash? Would love to engage with thinkers & doers like Liam Griffin on this subject...
BREAKING: Freeride Achieves Official Status, a Game-Changer for Athletes and the Sport The International Ski and Snowboard Federation (FIS) has recognized Freeride Skiing and Snowboarding as an official discipline. This historic decision was made during the FIS General Assembly held in Reykjavik, where FIS and National Ski Associations members voted on June 5, 2024. Following the FWT acquisition by FIS in December 2022, the officialization of Freeride Skiing and Snowboarding is the second step towards the development of the sport on a global scale, extending support to athletes and enhancing the potential for future inclusion in the Winter Olympic Games. The inclusion of Freeride Skiing and Snowboarding as a full-fledged FIS discipline was voted unanimously by all members of the Congress. Read more ➡ https://lnkd.in/eRzSYkzk #Freeride #FIS #FWT #HomeofFreeride
This is a loaded topic I have a lot of thoughts and feelings about, mostly based on how the FIS handled their takeover of freestyle snowboarding (pipe, slope and big air). Recognition of free riding as a discipline is an obvious next step that needed to be taken before there could be FIS sanctioned Freeride events. How those events are run, and what changes with them, will right now be up to the FWT to decide. I'll definitely be keeping a close eye on this, likely for years. Will we see freeride at the 2030 or 2034 Olympics? If so, what hoops will riders need to jump through to get there? What venues, managed to what standards? I have more questions than answers right now, but lots of opinions based on past performances.