Daredevil sports continue to push the boundaries driving traditional sports to also up the ante. In this case, skateboarding is getting a crank up thanks to Danny Way of DC Shoes. This mega ramp led Danny to set two world records, including the longest distance jump and the highest air together in the same run.
Implications - Brands that associate themselves with a particular sport are not only seen as a clothing label, but as part of a lifestyle. An example of this is shown in the featured article that links the brand DC to the world of skateboarding. The brand gets superstar athletes to endorse its products, creating a unique connection between the brand and lifestyle to appeal to fans of the sport and its athletes.