P-Rod Poised To Become Crossover Action Sports Star

Rodriguez Jr. Being Marketed To Mainstream Audience

Skateboarder Paul Rodriguez Jr., son of comedian Paul Rodriguez, is “pulling in well over $1[M] a year from brands like Nike, Mountain Dew, Hubba Wheels and Ogio Backpacks,” according to CNBC’s Darren Rovell. Nike signed Rodriguez to a shoe and apparel deal in January ‘04, using the athlete “to get their foot in the door of an extremely challenging business. ... Nike has released about 20 P-Rod signature shoes since, (and) his first national Nike commercial is debuting (today) to coincide with the X Games.” Octagon Summer Action Sports Division Senior Manager Circe Wallace: “Nike stepped up their investment in Paul by bringing him on as a brand athlete and showing the world that he is kind of taking the lead in that category. I think it’s very important, and it shows how heavily invested Nike is.” Rovell reported that “a major network is hoping to develop a show” featuring Rodriguez, and “his first feature film, called ‘Street Dreams,’ is targeted for theaters next spring.” Ogio President David Wunderli said action sports athletes are “very influential on what the rest of the world buys, and the skate industry is kind of that rock that gets thrown into the pond. (Rodriguez is) starting ripples, and people are looking to him for trends.” Rovell noted Rodriguez’ “lack of fluent Spanish could hurt his future global appeal,” but those “who work with him say it won’t hold him back” (“On The Money,” CNBC, 8/2).

MAINSTREAM APPEAL: In L.A., Roman Veytsman writes ESPN is marketing Rodriguez “to a ‘mainstream’ audience, which includes its regular sports fans.” Rodriguez’ image is featured in the X Games ad campaign and on a large mural on the Hotel Figueroa. ESPN Marketing Manager Kevin Kirksey said Rodriguez appeals to that audience because “he’s one of those athletes you could compare to athletes in other sports” (L.A. DAILY NEWS, 8/3).