Tony Hawk Continues To Grow Brand, Appeal To Youth Demo

Hawk Working With Activision To Reinvent Upcoming Videogames

Skateboarder Tony Hawk “hopes to keep growing his brand as a force in the media entertainment and retail fields with fresh products and endorsements, from new video games to roller coasters at Six Flags amusement parks,” according to a money section cover story by USA TODAY's Edward Iwata. Activision, which has licensed Hawk’s videogames since the late ‘90s, is “working with Hawk to reinvent and bring new thrills to his upcoming games.” Also, Hawk signed a deal with Six Flags for “Tony Hawk’s Big Spin,” a roller coaster simulating aerial skateboarding tricks at 40 mph. In addition, Hawk’s Boom Boom HuckJam show -- a 30-city tour featuring Hawk and skateboarders, bicyclists and motocross riders -- “continues to sell out each summer.” Meanwhile, Quiksilver and Kohl’s sell Hawk-branded apparel and shoes, and Quiksilver President Marty Samuels said that the company “hopes to expand Hawk’s clothing and marketing presence in Europe, Latin America and China.” Also, Hawk in conjunction with Will Ferrell’s Funny or Die Networks has launched a Web site, Shred or Die. A Research Int'l USA survey put Hawk’s name recognition among young consumers first among all U.S. athletes. Market research firm Label Networks Senior VP Kathleen Gasperini: “It’s not uncommon today for skaters and snowboarders to rank higher in recognition than top basketball, baseball and football players” (USA TODAY, 3/10).