Financial Times: The Ups and Downs of Skateboarding
A candid look at the struggle facing the skate industryPosted By Sean Irving | 5-Sep-2012
In an unusual feature, the Financial Times turn their spotlight on the skateboarding industry. Since the boom in the eighties skate companies have been expanding exponentially, but in recent years growth has stopped and forced companies to start looking outside their core demographic. The Financial Times pose the question as a business crossroads, but the dilemma is simpler than that – Do you stay true to your core market, or diversify and risk alienating the culture that you came from?