BMX rider Nigel Sylvester, who does not compete in organized contests, has maintained a 10-year pro career by creating his own content and accruing sponsors, and most recently has had success with his "Go!" series of videos. Sylvester last summer reached out to his sponsors -- which include Nike, New Era and Beats By Dre -- to help him create a pair of first-person videos, an increasing trend among sponsors working with action sport athletes. The first video of Sylvester’s “Go!” series was shot last year in N.Y. and follows him as he rides through the city with a Sony Action Cam, giving viewers the visual experience of riding through the city streets, performing tricks and even encounters with other athletes such as Giants WR Victor Cruz. In April, Sylvester shot another video in L.A., which featured an appearance by Lakers G Nick Young, among others. The videos to date have combined for nearly four million views on YouTube. The videos also were widely shared on other social media channels. In the first video, a subtle shot of a Beats by Dre headphone is panned on screen. Beats by Dre Music Marketing Manager Kristen Fraser said, “Whether (fans) notice it or not, it’s something that people recognize, and that recognition is enough for us.”
STAYING TRUE: Sylvester likes to align himself with brands that he believes in. He said, “I’m going to use their product whether I’m sponsored with them or not.” Sylvester, who is repped by Wasserman’s Brad Lusky, said the “Go!” series has been a unique way for him to work with his existing sponsors while also growing his platform and creating opportunities to work with brands he’s interested in partnering with. Sylvester said he is working on a new “Go!” video and is thinking of having a fan vote to see where he shoots next.
