M.A.S. Blacks and Latinos on the Slopes

SAMSUNGEarlier this month, I was snowboarding at Snowmass in Aspen. It happened to be the weekend of the 40th Anniversary of the Black Ski Summit.  The NBS (National Brotherhood of Skiers) gathered to celebrate their common love of skiing and winter sports.  As I researched this organization, I stumbled upon a 1991 New York Times article and learned that their goal was to introduce blacks to skiing and to place an African American on the US Ski Team.  That happened in 2001 with Andre Horton!  I then started wondering: Who is paying attention to the multicultural audience in winter sports?  I did a bit more searching and came across the M.A.S. Report (Multiculturals in Action Sports).IMG_0742This report takes a closer look at answering... Is the multicultural market a viable and sustainable opportunity for growth to this industry? Multicultural millennials are creating the "New American Mainstream." Specifically, African-American and Hispanic-American millenials are the fastest growing segments in the country today.  Multicultural millennials (ages 14-29) represent approximately one-fourth of their respective total markets — that is the sweet spot for brands in action sports.  When the general market plateaus, who are you going sell to next?  Well, the time is now.  Can't wait to see Kier Dillon in a Burton commercial, rockin' Beats by Dre headphones and rippin' it.–Seung (Cashmere Agency President)