What are the challenges in marketing an athlete from an “extreme” sport like snowboarding to the mainstream public?
Bluestein: Transitioning the audience and the following of a niche sport to an audience that follows sports that deliver broad-based audience appeal such as the NFL or MLB. Jensen: Once you have appeared in multiple Olympic Games and have had the type of success Shaun has had, I’m not sure you can argue that he isn’t mainstream, even if the sport he participates in may be considered niche by some people. Has White already successfully transcended his sport to become a mainstream star, or does he need a strong showing in Vancouver? Jensen: I would think that anything he does during the 2010 Olympics is simply icing on the cake. With what he has accomplished in multiple sports it does not look to me as if he has anything to prove. Plus, he’s still so young he will have many more chances to excel athletically. Bluestein: Yes, he’s transcended his sport to become somewhat of a mainstream star. However, a strong showing in Vancouver is important for him to stay relevant once the Games are o
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