Roller skates have been around for a long time, but in the last two decades have taken much of a backseat to rollerblades and scooters. Before that roller skates faced competition from skateboards and an earlier generation of scooters. But now roller skate industry is looking to wheel back with a new industry campaign where roller skates “Make a Skatement.”
“While we have seen some double-digit growth in certain areas of the country over the past few years, we want to ignite a national movement to make roller skating more top-of-mind with young people and their families across the country,” says Ron Creten, an industry veteran of 35 years, who is leading the effort as president of Roller Skating Rocks, Inc. “When you look at research, America’s youth like to hang out with friends, listen to music, be active and go to social events. That’s roller skating! It’s our job to remind them of that.”
Based on a 2007 industry study commissioned by the Roller Skating Association (RSA), there are an estimated 39 million active roller skaters in the USA. In addition, there are approximately 1,500 roller rinks and hundreds of roller hockey teams across the country. Roller derby’s explosive growth from 350 teams to nearly 700 in a one-year span (according to research conducted by the Women’s Flat Track Derby Association (WFTDA) continues to help the industry.
This new campaign will rely heavily on social media, mobile and digital mediums that will disseminate an exciting brand platform. The theme for the campaign is Make a Skatement – Join The Roller Revolution.
Creten is also looking for corporate partners that might interested in teaming up with the industry to gain exposure among skating’s core demographic age groups, which range from 6-29 years of age, and added that industry leaders would like to see a five percent per annum average growth rate over the next five years. “We recognize this is a journey that will take the next few years versus a quick sprint to the finish.”
That is a major skatement – or statement indeed.