Skateboardinghas witnessed numerous fluctuations in its popularity over the years, yet it has consistently remained a pastime linked to youth and liberation. Even with its introduction at the Tokyo Olympics in 2021, the latest surge in interest occurred during the pandemic, as people sought more time to engage inOutdoors Gamesdifferent hobbies and activities. Traditionally perceived as an American sport, its uptake in the UK continues to grow and broaden.
Why Skateboarding?
Skateboarding is both a sport and an art form, as well as a recreational activity that many enjoy. Its creative and independent nature allows it to be practiced anywhere, without the need for interaction with others.
With its ever-increasing popularity, Skateboarders are present across the globe, attracting individuals through its communal spirit, sense of freedom, and creativity. Despite being seen as an alternative sport, Skateboarding has had a significant impact on various unrelated fields.
Thanks to the surge in popularity ofSkate Brandsand culture within the fashion industry, numerous high-end and even larger brands have embraced the trend.
John Lewis
The Beginner | John Lewis & Partners | Christmas Ad 2022
The John Lewis Partnership is the largest employee-owned business in the UK. Their Purpose promise is “Working in Partnership for a Happier World.” It represents a deeply ingrained and unwavering commitment that guides their actions, inspires their values, and influences every decision they make.
The most recent John Lewis Christmas advertisement, titled The Beginner, portrays a middle-aged man attempting to learn Skateboarding, encountering many failures along the way.
In the concluding scene, we are introduced to Ellie, a young teen holding her Skateboard as she awaits entry into her new foster home. The man's motivation becomes evident, as it is revealed that he was trying to learn Skateboarding to connect with Ellie.
As living expenses rise, some retailers have opted for more modest Christmas adverts. Claire Pointon, Customer Director, stated, "The essence of the advertisement is that what you do is what counts the most.
It aligns closely with the philosophy of how you interact with children; it's your actions that matter most. It's a narrative of kindness. It's a very different tone for us, but we're thrilled about the future." This message is particularly important at Christmas, highlighting how we care for others, especially children in care who might feel overlooked and isolated.
Virgin Media
We’re better, connected – Skatergirl
Virgin Media presents itself as the leading provider of fast fibre broadband in the UK and initiated an advertising campaign in February 2022, showcasing the internet's ability to inspire and using that inspiration to overcome fears.
‘Skatergirl’ narrates the story of Aamira, a young Skater who finds friendship with a Skate crew after having an unplanned day at the park. When Aamira falls off her Skateboard while trying to ‘drop in’ to a Skate bowl, she receives encouragement through a video from other Skaters, urging her not to give up. Aamira connects with these new friends both online and offline, forming bonds that empower her to try again and succeed in dropping in.
Simon Groves, Virgin Media O2's executive director of brand and marketing, stated, “Our latest campaign highlights how crucial the Internet is for inspiring us, connecting us, and helping us pursue our aspirations, regardless of our backgrounds. It’s a narrative about why we thrive when connected. As the UK's fastest major broadband provider, Virgin Media ensures the best connectivity experience.”
Around the time of the Tokyo Summer Olympics, Facebook launched a global advertising campaign featuring stories of how Facebook communities and technologies have united Skateboarders and Skateboarding enthusiasts worldwide.
All the advertisements conclude with the tagline ‘We change the game when we find each other’, emphasizing how Facebook fosters connections among people through their passion for Skateboarding.
Facebook is shifting the attention away from “likes” and refocusing the conversation on the significance of community.
The four mini adverts are “Skate Nation Ghana” for Facebook Company
Facebook commented, “Skateboarding is a grassroots sport and culture, centered around connection and community. This work celebrates the genuine stories of Skaters utilizing our platforms to discover each other, expand the culture, and advance the sport.”
How to begin with Skateboarding?
Has advertising ever motivated you to start Skateboarding? We suggest visiting a Skate shop since they can provide tailored advice for your initial setup, or you can custom design your own Skateboard setup. A superior setup will be safer, more dependable, and simpler to use. Always wearSkate Protectionprotective gear as you will likely experience falls.