Fuse is a full service youth culture marketing agency. We help brands draw on sports, music, fashion and culture to reach youth consumers. Following is information on these platforms and our approach to optimizing each according to individual brand objectives.


Few elements of our culture influence, inspire and engage us like sports. Sports have the power to unite, as well as divide; 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 events provide a vehicle for brands to position themselves directly within the content of entertaining programming, drawing a large, qualified and targeted audience. Whether alternative or traditional, new or old, sports connect brands to their target consumers.

Alternative Sports

Children, 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 or losing.

Fuse is a pioneer of and leader in today's alternative sports marketing industry. With a ten-year history, 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 as well as our track-record make us ideally capable of successfully managing client initiatives. Our approach is to focus on meeting clients' marketing objectives while respecting the unique cultural values in alternative sports.

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

• Action Sports include surfing, skateboarding, snowboarding, BMX, freeskiing, wakeboarding and 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 and mountaineering. These sports are generally associated with a slightly older demographic than action sports, and involve a culture that values strength, endurance, adventure and fitness.

Traditional Sports

While our competitors and others 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 understanding 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. Since 2000, Fuse has managed client programs at the Superbowl, the NCAA Men's Basketball Championships and NASCAR events - all with an unmatched relevancy to today's youth culture.




Music connects youth on a global scale. While highly personal to each individual, one’s taste in music implies a very public statement about distinct preferences, 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 is educated in and passionate about music. We constantly monitor its ever-changing landscape through an extensive relationship network of artists, agents, promoters, record label executives, club managers, DJs and music industry insiders. Every lifestyle has a soundtrack. Fuse helps brands tune-in.




Like sports and music, fashion unites youth culture. 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 language.

Fuse develops integrated programs that connect fashion brands with youth culture through each of our core marketing services. Examples of past programs include the implementation of a street-team initiative to introduce youth opinion leaders to a new brand, and the successful launch of a public relations effort to broaden the appeal of a niche brand historically respected by only a small segment of youth culture.

Fuse is experienced in and fanatical about fashion. We relentlessly examine fashion trends to ensure our clients’ marketing efforts are translated into the language of youth culture.




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

Video games are more popular than ever and offer cross-promotional and in-game branding opportunities. Motion pictures, television, and film provide non-traditional opportunities. Campus and college marketing programs can effectively drive trial and awareness among young people open to exploring new products and brands. Additionally, ethnic, artistic and other cultural activities can be appropriately leveraged to increase a brand's relevance, credibility and sales.

Fuse is meticulous about communicating the most up-to-date information to its clients in all areas of youth culture.