The Hate is real... though it is dissipating.
Skaters have looked down on action sport new comer, freestyle scooter since day one.
The hate was strong toward those snaking scooter kids messing up grown up lines…
Those kids grew and from busting lines, they evolved into backflipping and flaring machines.
The scooter trend hasn’t fade - the funky transportation mean of the “dotcom” boom might have - but freestyle scooter hasn’t. It has grown, expanded, matured and affirmed its position among Action Sport top dogs.
Proofs? Take a drive to the nearest skatepark, tune in to Nitro Circus World Games or just check some of YouTube most views channels. Scooter has made it and some riders have made celebrities of themselves. 10 years old Rocco Piazza has 8 million YouTube subscribers, the Funk Bros 3.7 … yes that a market!
On the business side though, scooter is still pretty much isolated from the rest of Action Sports Bizz, with mostly scooter brands involved in the scene, with only random support from mainstream companies.
The sport is too young to attract Action Sport biggest players, the Energy Drinks. The majority of riders are under 18, this is not a crowd the Red Bull & Co. can advertise too.
As for the companies issues from the skate and surf culture, listening to the loud complains of their core audience, they overlook the scoot market.
Ignoring the “white noise” of negativity, scooter has kept on growing without outside support, stomping triple back flip on the mega ramp and double flairs on the quarters, freestyle scooters voice is getting louder and louder, strong of hundred thousands avid riders, spending dedicated time at the skate park and glued to youtube and instagram scooter accounts on their phone!
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| Clayton (left)- Willy (Right) & fans on Woodward Mega ramp |
A few companies outside the sport have supported scoot riders, setup promos, supported local events and such isolated marketing efforts. However, no Mountain Dew or Go Pro or such have really invested marketing dollars into the sport. Until now…
Action Sport safety equipment brand, S1 Helmets, is breaking ground by being actively involved in the scooter scene (Scoot division started in June 2017), and foremost by being the FIRST EVER mainstream brand to create a “Scoot Collab”.
Landed this November, the S1 Lifer “LIT” helmet, in collaboration with Undialed TV is the world first skate/scoot partnership!!!
YouTube channel Undialed TV & instagram feed @UndialedTV, hosted by scoot riders Clayton Lindley and Willy Cashion have became a reference in the scoot world, staying core to their riding and community and providing daily updates and videos. Based in Southern California (like S1) Undialed is taking over the scooter world expanding its reach oversea notably with their current Euro Tour.
Undialed’s Clayton is a world top competitor accustomed to going big, sending it and paying the price for his progression - @ClaytonLindley ! Clayton qualified this year for the Nitro Circus Games Finals and got a Wild Card for the Scooter Pro Series Grand Final in Australia, his recent Web Edit 2 (https://youtu.be/CooknJen-AA) has racked up over 270,000 views… among many other riding achievements!
Over his young career, Clayton, has sustained many injuries including over 18 head concussions!!
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| Clayton, LIT/S1 helmet test run - Photo by Willy Cashion |
Second part of the Undialed duo, Willy Cashion aka @whitetrashwilly, pro rider with District is well known for his riding as well as his photography and filming.
S1 Scoot Division Sales & Brand Manager, Pierre Camoin, had previously worked with both riders as the Marketing Director for their top sponsors and was familiar with those guys talents and capacities.
Therefor, Clayton and Willy were naturally the first to join the S1 Scoot Division. Their first mission was to put the S1 Lifer to test on the Nitro Circus Mega Ramp!
Immediately, S1was bombarded by positive feedback from top riders, Australia, triple backflipper Will “Barzeyyy” Barlow was also among the mega ramp testers, Barzeyyy did credit S1 for the ability to get back up for more after a nasty fall and head smashed!
Undialed, first S1 Video, “Saving your life” - https://youtu.be/HEsbeb9yqdk - was an instant hit and now ranks up over 200k views.
Invigorated by the reception from top riders and scoot retailers, there was no doubts S1 Helmets was a match for the scoot market! To show its commitment to the scoot scene, S1 prompted launched the S1 LIT Helmet Collab project.
The LIT/S1 Lifer helmet - High & Multiple Impacts Certified - is a black #S1Lifer with a white LIT/Undialed Logo and light Blue S1 Logo and straps, designed by Clayton and Willy.
The first batch of LIT helmets, arrived early November, quickly sold out, with only a few retailers getting their hands on it. The amount of Lit helmets for the next production run has been tripled…
The LIT/S1 collab is a huge moment for the scoot industry!
The Nitro Circus has paved the way, inserting scooter into his program & pushing top riders like Ryan Williams.
The LIT/S1 is the first ever collab and fist ever scoot logo on the product originally designed for skaters.
The immediate success of this first collab and support of the scooter scene opens up opportunity for more brands to support the growth of the sport.
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| S1 Lifer Chris Farris, NItro Circus Games training (Clayton was injured) - Photo by Shelby Grimmes |
Just like surfing and skateboarding before, scooter is growing out of a core trend into a viable market.
Just like surfing and skateboarding, scooter’s active youth is hugely attractive to mainstream brands.
The growing interest from outside companies will have a huge impact on growth and progression of the scoot scene. Those marketing dollars will support the rise of new athletes, film makers, artists, better events and even might push the sport into the Olympics…
S1 Helmets is hugely proud for releasing the LIT/S1 Helmet - and trailblazing a new action sports market and breaking down the “board discrimination” wall.
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Look for S1 Lifer helmets, liners and kneepads at your local scooter shop or get yours online:
http://shop.s1helmets.com/s1-helmets/
Enter promo code “Undialed” to win monthly prizes and a chance to win a trip to Woodward with Undialed!
Follow us on Instagram @S1Scoot
For wholesales inquiries, contact Pierre Camoin pierrecamoin@gmail.com, headline “Safe Helmet”!!
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