The Popularity Of Board Sports Culture Surges As Advertising Agency.

The New York Times is raving about the national cinematic release of surf film, Step Into Liquid. The X Games have reached the front of the nation’s sports pages. Snowboarding is the new darling of the Olympics. “Today’s youth are more likely to look up to Tony Hawk or Kelly Slater than Shaquille O’Neal,” said strategist Jeff Cha of Redscout, a New York and LA-based research consultancy.

Board sports are hitting the big time in America and so is Venice Beach-based advertising agency, Curtis Birch. Founded in 2000, Curtis Birch specializes in connecting corporations to a youth demographic that has become more influenced by action sports (surf, skate, snow, MX and BMX) than traditional sports.

“We grew up as board riders. We live in this market day-to-day,” said Curtis Birch Founder/Creative Director, Richard Yelland. Yelland grew up as a surfer and lifeguard in Laguna Beach, California before moving on to a successful 10 year career as a copywriter on Madison Avenue at top ad agencies like J. Walter Thompson and Kirshenbaum Bond & Partners.

“We not only understand big brands but also the unique language and culture of this audience. As an agency, we speak more effectively to this target because we are part of the demographic,” said Yelland.

Curtis Birch helped launch the Honda Element to the surf and snowboard communities under the auspices of Honda’s lead ad agency, Rubin Postaer & Associates. Curtis Birch created a national print and poster campaign and executive produced the Element’s involvement in a longstanding surf and snowboard competition.

Curtis Birch is credited with a comedic TV campaign for Islands Restaurants featuring popular pro surfer and former Pipeline Masters champ, Rob Machado — now airing on the major networks. “Curtis Birch delivers commercial production value like the big agencies, but really understands the beach and surf lifestyle,” said Raymond Coen, a marketing consultant who oversees Islands’ advertising.

Curtis Birch has shot national TV spots for motorcross apparel leader, Thor, starring MX legend, Jeremy McGrath. Curtis Birch also handles print duties for They Will Surf Again (TWSA), an official charity of the world’s largest surfing event, The US Open of Surfing. TWSA was founded by pro surfers and raises money for spinal cord injury research that seeks a cure for paralysis.