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极限运动营销 Action Sports: Eager Brands. Nervous Parents
Action sports may look dangerous to nervous Chinese parents pinning their family's future on the success of one child, but a growing number of their kids--and the brands catering to them--are flocking to BMX racing, skateboarding and aggressive in-line skating. Marketers are quickly learning how to play ball with extreme sports fans, and the advertising goes far beyond the gear. Urban youth are drawn to the fashion, lifestyle and events like the Kia X Games Asia 2011 recently held in Shanghai, attracting interest from marketers like Converse and Adidas.
Featured Guest: Harvey Davis - VP, Event Management, Asia at ESPN
Chien Hwang - Executive Creative Director at TBWA Worldwide, Shanghai
Eric Lai - Sports Marketing Manager, China at Converse