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Tony Hawk: What Marketers Can Learn from Skateboarders
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Tony Hawk: What Marketers Can Learn from Skateboarders

Tony Hawk, Ryan Maconochie and Adam Wilson
Talks at Google, 2019
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9

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  • Overview
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  • Engaging

Recommendation

When Tony Hawk started skateboarding, he never thought the sport would make him a household name – rather, it made him an outcast who got picked on at school. Hawk was there through skateboarding’s evolution from uncool pastime to supercool Olympic sport, and according to Hawk, the transformation happened in no small part due to advertising dollars from brands that wanted to cash in on skateboarding’s cachet. Now, at age 53, Hawk and friends Ryan Maconochie and Adam Wilson have started their own creative agency, D/CAL, and they have some wisdom to impart about authenticity in advertising.

Take-Aways

  • People may not have strong feelings about your product, but they can develop strong feelings when you link your product to a cultural phenomenon.
  • If you’re promoting your brand with a sport, hire a consultant who can present the sport with authenticity.
  • When a brand uses a sport to advertise, the brand benefits, but so does the sport.

About the Speakers

Tony Hawk is a professional skateboarder and the co-founder, along with Ryan Maconochie and Adam Wilson, of creative advertising agency D/CAL.

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