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Upstart Radio by Graham Brown

Ian Votteri - how do brands build grass roots movements?

Following on our conversation last week about Red Bull and Coke with 72 and Sunny’s Victor Nguyen Long, we’re hot on the pursuit of brands that made it big through growing a grass roots movement.

ESPN X Games is a great example of a building a grass roots movement for youth brands not only because its story encompasses the growth and narratives of so many companies now synonymous with youth but also the Games has become a movement in itself.

Ian Votteri from Valerotti worked with ESPN since the early days of the first Winter games of 1997 so has seen many of these household brands get their start in the action sports scene. When it comes to youth brands in the action sports scene he’s right in the heart of the action. I talked to Ian about the growth of X Games and also the insights learned from growing a movement that could be applied to a whole range of brands that live outside the Southern California surf and skate scene.

Brands & people featured in this episode include Red Bull, Monster, ESPN X Games, Dell, Verizon Wireless, Taco Bell, DC Shoes, Mountain Dew, Ford Fiesta, GM, Fox Racing, Burton Snowboards, Zumiez, Vans, Nixon, Stussy and Jimmy Z.

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