In many ways, skateboarding is about self-discovery and knocking down personal barriers to personal accomplishment. In other ways, especially to those of us whose flesh has begun to sag in unfortunate ways, it is about reclaiming lost youth. Other times it is really about sticking it to the Man and wearing flamboyant pants.
In the big-tent spirit that has enabled major retailer brands to access economies of scale and pass along righteous savings to you, several well known pros ask the question, why cannot it be all of these things, with a legit consumer experience delivered by trusted partners at Target Corp? Target is like the Real World cast member who wore ringer tees and a nose ring in comparison to Wal-Mart that fondly remembered some high school football wins and was old enough to frown on the younger stores’ binge drinking ways.
Shaun White is the latest extreme professional to back Target’s product range and appeal to some different demographics. Here is how he described a branded revelation that came upon him when he sought to equip his second house, as told to the New York Times Home N Garden section:
You go into Target and you realize that there’s that whole other half of the store. I had no idea! Man, it’s not just video games? Spatula set? Yes! I got crock pots, I had panini makers and all these things. I was losing my mind. It’s easy to get sucked in.
Just on a related note, Target today announced that “Target Introduces Huge Savings on Thousands of Items”
Last year, Paul Rodriguez Jr revealed his lifelong admiration for the Minneapolis-based retailer in remarks given exclusively in a press release that sealed his endorsement deal.
“I grew up right across the street from a Target and have many memories of skating over to the store as a kid,” Paul said in the official Target release. “I’ve always loved their brand and am excited about the relationship and potential of what we can do together.”
It seems like Target Corp attracts extreme sporting athletes like a powerful retailing magnet, but despite P-Rod’s switch bigspin heelflip capabilities Shaun White has way more bankable celebrity shine and thus was offered the opportunity to partner exclusively with Target to design lamps and bedspreads that ensure the Tiffany Dunk colorway continues to be variously soiled for years to come. According to the Sports Business Journal:
White is the most recognizable action sports athlete in the U.S. His Davie-Brown Index score (72.41) outranks fellow action stars Tony Hawk, Ryan Sheckler and Bam Margera. His awareness level, a 73.94, is comparable to New Orleans Saints quarterback Drew Brees and New York Yankees third baseman Alex Rodriguez.
Remember, these are numbers that elevate you to bedding money, several lofty levels above signature sneaker paydays but on a different branch of the money tree than reality show loot. It is worth noting that Shaun White’s push into the bedding market puts him into direct competition with his former boss at Birdhouse, Tony Hawk, who already has laid claim to his own corner of the sector. Will a Steve Rocco/George Powell generational battle play out for the sheeting business? Is the market large enough to satisfy the competitive drive of two action sport stars? Will Pierre-Luc Gagnon be the next skater to endorse K-Mart? Is Fashion Bug the “heelies” of specialty retailing?