Skateboarding's popularity continues to rise, not only with those who enjoy the sport, but with Madison Avenue, as well. Advertisers recognise that skateboarding is a prime vehicle through which they can reach their favorite demographic: young males. Skateboarders have been present in campaigns for products from soft drinks to potato chips, candy to phone companies, and Nike's campaign, which asks, "What if all athletes were treated like skateboarders?" Most of what is happening in skateboarding today is coming not from the skaters themselves, but from corporate sponsers and the mass media. Howerver, the real question is, "How does increased visibility in the marketing world translate in the real world?" The answer is, " Not very well." In a survey published in ASR, Industry Magazine in September 99, there was growth in footwear and deck catagories, with wheels, apparel, and safety equipment following. But overall sales were down from the previous year. The has been a rise in the number of new skateboard parks being built around the country, giving a boost to the skating community in many towns. The many different ramps, pipes, and bowls at these parks has led to a change in equipment. While in the early 1990's, small boards and tiny wheels ruled, now there is a wide range of wheels and boards in use. While diameters are larger, deck width continues to grow, and long boards are gaining in popularity, especially in beach communities and among those who just want to use their skateboards to cruise or as a mode of transportation. While the vert ramp continuses to rule at skating events, street shots continue to dominate both the advertising and editorial pages in magazines. There continues to be a huge crossover between skateboarding and snowboarding. With many athletes competing in both events, tricks have developed that can be done on boards with or without wheels.
