The Lexus US Open of Surfing Has a First-of-Its-Kind Circuit
Laura McQuarrie — August 12, 2024 — Marketing
References: Onewheel & shop-eat-surf
Future Motion, the maker of Onewheel, is sponsoring the World Surf League and to celebrate, the pioneer in personal mobility constructed the world's first full-scale rideable sandcastle course at the Lexus US Open of Surfing. Promising a "magical beach shredding experience," the first-of-its-kind life-size rideable sandcastle course invites surfing fans into a winding 60' x 40' path with berms and minarets.
Located near the X-Games activation on the beach, the "Shredcastle" has become an attraction that has captured the interests of curious beach-goers and people on social media.
The course brilliantly shows off the best features of Onewheel's design with a large single tire and self-balancing technology for all-terrain riding, even on packed sand, and how intuitively riders can move as they do in other board sports.
Located near the X-Games activation on the beach, the "Shredcastle" has become an attraction that has captured the interests of curious beach-goers and people on social media.
The course brilliantly shows off the best features of Onewheel's design with a large single tire and self-balancing technology for all-terrain riding, even on packed sand, and how intuitively riders can move as they do in other board sports.
Trend Themes
1. Experiential Beach Attractions - Immersive and visually striking experiences on the beach are drawing large crowds and social media attention.
2. All-terrain Personal Mobility - Innovative mobility devices capable of navigating various terrains, including sand and surf, are expanding the possibilities for outdoor activities.
3. Sports-event Sponsorships - Brands are leveraging large-scale sporting events to showcase new and unique products, enhancing both visibility and consumer engagement.
Industry Implications
1. Event Activation - Creating interactive and novel experiences at events can capture audience interest and generate broader media coverage.
2. Outdoor Recreation - Advances in personal mobility technology are opening new avenues for recreational activities, particularly in challenging environments.
3. Sports Marketing - Strategic partnerships between sporting leagues and innovative brands are fostering deeper connections with target audiences.
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