Nowadays, I think a big problem in action sports is for companies to maintain their integrity while the industry picks up momentum and becomes more mainstream than it already is. The following video was a keynote address by Doug Palladini, VP of Marketing for Vans, at group Y’s Action Sports Conference 2010. I think he pretty much nailed it on the head in regards to how companies, endemic and non-endemic, can stay true to their brand and their fans while still focusing on the bottom line in a growing industry.
Action Sports Conference 2010: Doug Palladini – Vans from group Y on Vimeo.
The Golden Lands 