06/10/2010 | by ed
It’s interesting to see Nike making bold moves into the snowboard market. Having snapped up some big hitters across the pond such as Danny Kass and Eric Jackson, their European programme got set for launch with the shock signing of Nicolas Müller earlier this year. It took many years for them to win over the sceptical skateboard market (anyone remember Savier?) but by playing a long game – as opposed to the typical ‘quick buck’ mainstream investor who f**ks off when the going gets tough – and by providing solid support for the shops, they’ve definitely convinced the majority of our four-wheeled brethren of their good intentions. Perhaps these same lessons will help them crack snowboarding? Time will tell, but spending their money on funny-ass ad concepts like this one are a good start. Snowboarding needs more zombies…. and less bloodsuckers.