(from Sports Business Journal, September 10, 2012) New technology is making its way on to the action sports scene. Ion Worldwide, a different point of view camcorder company, signed a multiyear deal with the 2012 Dew Tour. The deal is valued to be around two to three million dollars a year. Along with the new deal, Ion Worldwide signed three action sports athletes to endorse the new product. These athletes include BMX rider Corey Bohen, surfer Reef McIntosh, and FMX rider Jeremy Stenberg. The company is also planning on signing more skiers and snowboarders later in the year.
Ion’s new product is a pocket sized camera that is able to be attached to an athlete’s helmet. Whether a person is on top of the mountain or flying high in the skate park, the athlete is able to catch his or her stunts on camera in midair from a first person point of view. Once the action is caught on camera, the video can easily be transferred to a social media outlet, such as Facebook or Twitter, for all friends and family to see. The base model for this product costs around $300.
To get the product name into the market, each athlete signed by Ion is going to be filmed in action with the camera. They will then post their videos to their own social media outlets. Ion has also partnered with a youth camp for skaters and BMX riders, called Camp Woodward. During this camp, kids will be able to use the camera while they ride their bikes or skateboards in the demonstration areas. After that, video editors will work with the kids to show them how to upload their videos to the web. Some footage will also be shown on the big screen during the event. “We want to engage with athletes and get them using the product,” said Braly Joy, Ion’s Marketing Manager, “we’re focused on what you can do after you capture the images and how you can share it much faster. The athletes are really gravitating to that.”