primary research:action sport park visitsaction sports store visitspersonal gear trialconducted focus groupsone-on-one interviews in person, over email and phone.

secondary research:Simmonsmagazinesmoviesonline videosaction sports blogs and websitesforums

PlatformBrand

The public knows about Xand is familiar with its offering,

but no one feels the brand is for them.

PlatformBrand

We are a gateway to the culture of action sports.

Introduce

A reason to engageand use X as a springboard

Inspiration

Entertainment and information

Experience(trial)

A deconstructionof the barriersto involvement

Discoveries about history and information

Seek More(search)

Reason to lookfurther than whatthey already know

More proprietaryand specialized

experiences

Experience(accelerated

trial)

Ways to convert an interest into a hobby

Sharing(community)

Experiences that they want to pass

on to friends

Easily pass-onable and engaging content

More proprietaryand specialized

experiences

Discoveries about history and information

Entertainment and information

Introduce Experience(trial)

Seek More(search)

Experience(accelerated

trial)

A deconstructionof the barriersto involvement

Reason to lookfurther than whatthey already know

A reason to engageand use X as a springboard

Ways to convert an interest into a hobby

Sharing(community)

Experiences that they want to pass

on to friends

Easily pass-onable and engaging content

Inspiration

Avatar Website: music, art, fashion, games, sports

Games: Live and TV Games

Above Ground: customizable gear and clothing

Local Events: crashing skate parks

Television Ads

X Gear in Stores

Web Radio

Website: CGC, demo tape software

EngageEntertain

Engage

Enrich

EngageEntertain

Excite

EngageEntertain

Enrich

empowering, knowledgeable, open, inspiring

EngageEntertain

Enrich Excite

Platform

The public knows about Xand is familiar with its offering,

but no one feels the brand is for them.

Brand

In order for the public to feel that the X brand is for them,

we will provide a gateway to action sports that provides

one element of the culture that each person can relate to.

We are a gateway to the culture of action sports.

TV

Online

Experience

Line Extension

EngageEntertain

Enrich Excite

empowering, knowledgeable, open, inspiring

Platform

The public knows about Xand is familiar with its offering,

but no one feels the brand is for them.

Brand

In order for the public to feel that the X brand is for them,

we will provide a gateway to action sports that provides

one element of the culture that each person can relate to.

We are a gateway to the culture of action sports.