Action Sports Industry Insiders Discuss "What Youth Brands Can Learn From The Action Sports World" at Ypulse San Diego Teen Media Mashup

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Leading figures from the action sports world, including the editor of Primedia's Skateboarder Magazine, executives from The BLOCK Hotels, Premise Immersive Marketing Agency and Powerline6 Design and professional skater Dorian Tucker for a roundtable discussion about "What Youth Brands Can Learn From The Action Sports World" December 5.

With the increased popularity of the X Games and sports like snowboarding now in the Olympics, action sports have become more mainstream and as a result, have attracted more mainstream marketers. But as any professional surfer, skate boarder or snowboarder will tell you, how you are perceived by core fans can make or break you. Many marketers have tried to reach this audience and failed. Those who succeed have to have an intimate understanding of each specific subculture and how to reach them in a way that is truly authentic -- something all youth brands can learn from., the award-winning blog that has been providing daily news & commentary on generation Y for media and marketing professionals since May of 2004, will host a roundtable discussion on "What Youth Brands Can Learn From The Action Sports World" at the Ypulse Teen Media Mashup on December 5, 2006 in San Diego.

The event begins at 7 p.m. and the roundtable discussion will kick off around 8 p.m. The event is being sponsored by PREMISE ( an immersive marketing agency that helps clients connect in a genuine way with influential cultures. The event is being held in conjunction with Youth Power 2006, a youth marketing conference being held December 4-6 in Del Mar.

"Creating brand experiences that resonate authentically with the core action sports lifestyle is not easily done; the people assembled for this event know first hand how crack the codes respectfully and lend expertise any brand can apply," said Gregg Witt, a partner at Premise.

The roundtable will be moderated by Anastasia Goodstein, publisher of, and feature the following panelists:

Roger Harrell, Publisher Primedia's Skateboarder Magazine

Chip Howes, Owner Powerline6 Design + Style Lab boutique (formerly Mark Ecko's footwear brand director, and guru of progressive fashion)

Kevin Kearns, Vice President, Brand Strategy, The BLOCK Hotels

Liko Smith, President/Co-Founder, The BLOCK Hotels

Dorian Tucker, Professional Street Skater

Gregg Witt, Partner Premise Immersive Marketing Agency, former Marketing Director Adrenalin

There will also be a short presentation from the San Diego-based non-profit organization Invisible Children ( about the international youth movement they are building in support of young people in Uganda.

This is the second event in a series of Teen Media Mashups designed to bring the issues Goodstein writes about daily on her blog to life and to offer a real world forum for Ypulse readers to connect. The first Mashup on "The Future of Teen Magazines" was held in New York City this past November.

The event will be held at PREMISE located at 726 Ninth Ave #4 in San Diego. Transportation will be provided for Youth Power conference attendees. The event is free, but RSVPs are required with the name(s) of each individual attending and their company or organization. Space is limited. Members of the press are required to RSVP by emailing Anastasia(at) in order to attend. The roundtable discussion will also be podcast following the event.

About Youth Pulse:

Published by Anastasia Goodstein, has been providing daily news & commentary on generation Y for media and marketing professionals since May of 2004 and has been featured in BusinessWeek, Forbes, USA Today, Fast Company and countless other publications. Anastasia Goodstein helped to launch the Viewer Created Content (or VC2) programming initiative online for Current TV, former Vice President Al Gore's new television network targeting 18-34 year olds. Before that, she spent more than 10 years working in media developing editorial and community products for television and the Web at companies like Oxygen and AOL and with brands like Teen People, Entertainment Weekly and People. She recently joined the growing ranks of successful bloggers who have decided to pursue businesses based on their blogs.

For more information, visit or contact:

Anastasia Goodstein



Premise is a full service immersive marketing and brand development agency helping clients connect in an authentic and meaningful way with influential cultures since 1991. Premise provides a specialized lifestyle marketing service to reach a diverse range of youth to young adult consumer demographics with niche market expertise and real world experience.Premise's diversified areas of expertise include; strategic consulting, brand development, influencer programs, high-powered mobile marketing teams, guerilla campaigns, publicity stunts, effective event experiences, partnering, creative services, integrated promotions and word-of-mouth marketing that works. A shortlist of Premise client partners includes; U.S. Air Force, Connor Sport Court International, Landscape Structures, Glaceau Vitamin Water, and Fox Fuel TV. Bottom line: Premise does what it takes to accelerate brand growth.

For more information, please visit
Gregg Witt



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