Dew Tour Front Line For Nike's Increased Focus On Action Sports
Nike has "set out to convince the action sports world that it has a place" in its company for BMX riders like Dennis Enarson, Garrett Reynolds and Mike Spinner," and the "front line of the battle for authenticity might very well be the Dew Tour," according to Ross Siler of the SALT LAKE TRIBUNE. Nike has "enlisted a generation of young riders," and the company in '04 launched its 6.0 brand, whose name "comes from the six sports -- BMX, surfing, snowboarding, motocross, skiing and wakeboarding --- the brand encompasses." Nike "served as the presenting sponsor of the Tour's BMX-only event in Chicago in June," and the company's presence at this past weekend's Toyota Challenge event in Salt Lake City was "unmistakable." Siler notes Nike at the event "incorporated trick elements into various courses, including a picnic table and hydrant for skate park, and passed out shoelaces, hats, sunglasses and shirts all weekend." Nike has "built backyard ramps for Enarson and Reynolds as well as riders who don't wear their shoes," and the company also "spent a year traveling the world to film a video featuring just their four American BMX riders." Enarson said of Nike, "I'd say everyone in BMX is psyched on them right now." Spinner, when asked if "given Nike's dominance in other sports" he could see the same thing happening with action sports in another decade, said, "I think they're dominating right now." Spinner: "In my eyes everyone's loving it. Their shoes are the best. The way they're doing it is the best. They're sponsoring the right events. They're doing the big markets" (SALT LAKE TRIBUNE, 9/21).
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