Moiuntain Biking legend Hans "Now Way" Ray has mountain biked down the side of a buliding, with a bungee cord attached to the bike. He continues to push the boundaries of the sport with dramatic stunts around the globe.
Implications - Consumers want to associate themselves with not only an active lifestyle, but also an exciting lifestyle. Businesses like Red Bull that align themselves to extreme sports events and stunts have a rebellious persona that their target demographic appreciates. While this embrace of extremist sports isn't for every brand, there is a lot to learn from those who have been successful within this realm. The trend of extreme sports is only growing stronger.
Mountain Biking Down the Side of a Building
The Hans Rey Story
Trend Themes
1. Extreme Sports - Disruptive innovation opportunity: Explore partnerships and sponsorships with extreme sports events and stunts to align with the rebellious persona desired by the target demographic.
2. Active Lifestyle - Disruptive innovation opportunity: Develop products and services that cater to consumers who want to associate themselves with an active and exciting lifestyle.
3. Pushing Boundaries - Disruptive innovation opportunity: Find ways to push the boundaries of existing industries and entertain audiences worldwide with dramatic stunts or events.
Industry Implications
1. Beverage - Disruptive innovation opportunity: Align with extreme sports events to create a rebellious and exciting image for beverage brands.
2. Fashion/apparel - Disruptive innovation opportunity: Collaborate with extreme sports athletes to design and advertise apparel and accessories that cater to the active and adventurous lifestyle.
3. Entertainment - Disruptive innovation opportunity: Create captivating and daring stunts or events to push the boundaries of the entertainment industry and attract global audiences.