Sports

Few elements of our culture influence, inspire and engage us like sports. Sports have the power to unite; sports are about passion. Many successful brands use sports as an element of their marketing mix to build a positive image, develop a framework for their retail and sales promotions, and gain an advantage in their marketplace. Sports provide a vehicle for brands to position themselves directly within the content of entertainment programming, drawing a large, qualified and targeted audience. Whether alternative or traditional, new or old, sports connect brands to their target consumers.

Alternative Sports

Tweens, teens, and young adults continue to seek out sports as a source of fun, social acceptance and personal identity. More and more of today's youth are participating in alternative sports for the creativity, freedom and self-expression they provide. Not bound by rules, time or even a defined space, alternative sports emphasize performance and progression over winning and losing.

Fuse is a pioneer and leader in today's alternative sports marketing industry. We predate most of the major properties, media, athletes, and corporate sponsors who now flourish in this marketplace. We have managed a broad range of marketing campaigns, initiatives, and events in alternative sports for numerous clients- ranging from Fortune 100 brands to the most “core” companies. Our knowledge of these sports, athletes, industry players and trends makes us capable of successfully managing client initiatives. Our approach is to focus on meeting clients' marketing objectives while respecting the unique cultural values that alternative sports have to offer.

Alternative Sports at Fuse include two categories: action sports and adventure sports.

Action Sports include:

• Surfing
• Skateboarding
• Snowboarding
• BMX
• Freeskiing
• Wakeboarding
• Motocross

These sports are associated with a specific youth culture that values style, creativity, individuality and social interaction.

Adventure Sports include outdoor activities such as:

• Rock Climbing
• Kayaking
• Mountain Biking
• Adventure Racing
• Mountaineering

These sports involve a culture that values strength, endurance, adventure and fitness.

Traditional Sports

While those devoted to alternative sports might not agree, we believe that traditional sports remain relevant and of vital importance to youth culture. While traditional sports and the values they embody may not have changed significantly over the years, participants in these sports certainly have. The key to effectively utilizing traditional sports in a marketing campaign is to understand how today's youth culture views and consumes sports like baseball, football, soccer, basketball and auto-racing.

Fuse takes a unique, youthful approach to executing client initiatives in traditional sports. We focus on key cultural interests and elements of sports to execute youthful, relevant campaigns. Fuse has managed client programs at the Super Bowl, the NCAA Men's Basketball Championships and NASCAR events - all with an unmatched relevancy to today's youth culture.

Music

Music connects youth on a global scale. While highly personal, one’s taste in music implies a very public statement about distinct preferences, including likes and dislikes. Fuse develops customized programs that connect brands with youth through all genres of music, from alternative to pop to hip-hop.

Fuse monitors music’s ever-changing landscape through an extensive network of artists, agents, promoters, record label executives, club managers, DJs and music industry insiders.

Fashion

Around the globe, youth are connected by an exclusive fashion dialogue - their style preferences are often indiscernible to anyone outside of their circle of influence. The cut of a pair of jeans, the width of a watch, or the tint of a sunglass lens are all cues among youth that they share this common language.

Fuse develops integrated programs that connect fashion brands with youth culture through each of our core marketing services. Fuse is fanatical about fashion. We relentlessly examine fashion trends to ensure our clients’ marketing efforts are translated into the language of youth culture.

"Culture"

As important as sports, music and fashion are to youth, there remain other key elements that marketers should consider when developing a platform to reach tweens, teens and young adults.

Video games offer cross-promotional and in-game branding opportunities. Motion pictures, television, and film each provide non-traditional opportunities alongside their traditional advertising counterparts. Campus and college marketing programs can effectively drive trial and awareness among young people open to exploring new products and brands. And there are always new cultural activities that can be leveraged to increase a brand's relevance, credibility and sales.


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