Cobian Sandals has upped their wake team with the addition of five well known riders. To their already established, if not minimal team, Cobian has added Mike Schwenne, Erik Lutgert, Austin Hair, Nick Jones and Alex Brown. That completes the team with established riders like Erik Lutgert, wakeskaters Austin Hair as well as those that are up and coming like Nick Jones.Cobian is commited to making a big impression on the wake industry, and their latest round of additions to their pro team proves it. Does having an impressive team of wakeboarders really increase sales for a sandal manufacturer? Let us know what you think in the comments?
Vista, CA - Cobian is proud to announce some new additions to their wake team. Joining Melissa Marquardt and Garrett Morris are Mike Schwenne, Erik Lutgert, Austin Hair, Nick Jones and Alex Brown. Mike runs westcoastcamps.com, rides for Hyperlite and is very involved with mentoring younger riders. Erik of course is best known as the owner and founder of the largest rider owned and operated wake company, Gatorboards. Austin is coming off a banner year in 2007, competing for the first time in Men’s wake divisions and finishing strong, plus he continues to kill it on the wakeskate, placing in the top 10 in two Toe Jam categories, and winning the Australian Tour championship. Nick is from Seattle, WA but spends the cold months in Florida, and rides for CWB. He managed to finish in the top 20 on the pro tour despite having a broken foot, which is finally healed. Alex is from Florida and rides on both the US and Australian pro tours.
Get the full details on the Cobian Wakeboard team on their website.
March 20th, 2008 at 8:03 am
I think that this generation is changing marketing completely. People are tired of seeing and hearing advertisements the same way for the past 30 years. When a commercial comes on the radio or the tv, people automatically zone out. Even in magazines, people flip right through the ads. That’s why companies are going to have to start being smarter with the way they advertise. Marketers are going to start advertising in new ways, ways in which people won’t even though they’re observing an ad. Having a team of riders is a great way to market a product, especially reputable riders. It’s like having a walking advertisement everywhere they go.
March 20th, 2008 at 11:21 am
I think you’re right about the shift that is occurring in marketing, especially in the US. I think in a lot of ways American’s have been over-marketed, so now we’re desensitized to traditional advertisements and media.
That’s why we’re seeing a lot more embedded advertisements in TV and movies. It’s only logical that manufacturers will extend that to other mediums as traditional ads become less effective.
I just wonder how much brand awareness you build by sponsoring some people to wear your product. I guess younger wakeboarders will see those guys and buy the product just because they’re wearing it, but it seems like a lot of money to spend for not much exposure.
March 21st, 2008 at 4:27 pm
I think that having a good pro team and promoting is crucial for any action sports company trying to market their product. Every major action sports company or companies involved in the action sports arena have a solid team that they promot heavily. With good solid team i think it would be very beneficial for you guys to promote them and will grow your image and lead to more sales.
March 21st, 2008 at 6:46 pm
I agree to a point that a team of good riders is important, especially for hard goods manufacturers because you actually get important feedback about boards and boots from them.
I just can’t see how that applies to a sandal company
March 22nd, 2008 at 3:45 pm
Traditional advertising works, but only if it is part of a multi-pronged approach. Most important is to have a good product and a good company, and team riders are a reflection of both aspects. Sponsoring riders and contests is a way to give back to the community. Some sandals companies are selling so much product they can advertise in teen vogue and men’s health, but for a small, core, grassroots brand like Cobian, having some guys and gals on the team who are making a name for themselves (Melissa, Austin) by their performance or their mentorship (Mike and Erik) or who are on brink of blowing up (Nick, Alex, Garrett) is a cost effective and fun way to promote the product.
Checkout their wake specific website: http://www.cobianwake.com they are giving away some sick pro rider setups over next few months. March-April is a Gator pro model board and binding setup plus Cobian sandals and apparel. Look for setups from Melissa and Mike later this Spring.
March 23rd, 2008 at 6:57 pm
Good point Brian, recruiting a quality team of riders, especially those that have a reputation for being quality contributors to the industry you’re operating in is a good reflection of the company in question.
I’m impressed that Cobian has a dedicated wake site, that’s definitely very respectable.