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3 (APPENDIX.1.)
CONTENTS PAGE
• SUMMARY
6-7
• WHO’S QUIKSILVER
8-9
• SITUATION ANALYSIS
10-11
-MARKETING MIX
12-13
-AMBASSADORS
14-15
-SWOT
16-17
-TREND PERFORMANCE
18-19
-INSPIRATION
20-21
-VALUES+PEST ANALYSIS
22-23
-MARKET SITUATION
24-25
-BRAND POSITION
26-27
-CUSTOMER PROFILE
28-29
-COMPETITORS
30-31
-COMPETITORS
32-33
• PROPOSAL
4
34-35
-WHOS THE STYLIST
36-37
-WHY STYLING
38-39
• APPENDIX
40-49
• BIBLIOGRAPHY
50-51
5 (APPENDIX.2.)
S U M M A R Y Within this project the emphasis is to help Quiksilver a board riding based brand to get back into the right marketplace, identifying their skateboarding lifestyle in more contemporary attitude towards fashion, aiming mainly at the younger generation. The concept will be translated into a look-book and a short film in a aspect of an “NEW PHASE” campaign, which also includes an awareness message of quicksilver being socially and physically active within the skateboarding lifestyle but don’t show it as much as surfing and snowboarding.
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(FAPPENDIX.3.)
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WHO’S QUIKSILVER? In 1969 two Torquay locals from Australia, Alan Green and John Law, started working in their home garage on prototypes for a new kind of surfing board shorts, based on what they saw as a market opportunity. Using the aspects of wetsuit technology, such as snaps and Velcro files, the status of their board shorts grew very fast and gained popularity around their local surfers. In 1973 Quiksilver was born, today Quiksilver is one of the largest manufacturers of surf ware, board sport related equipment and apparel recognizing themselves in the culture and heritage of sport. In 1991 Quiksilver launched ROXY, showcasing range of swimwear for women.
“Authenticity, innovation, pride, confidence and a belief in limitless potential have been the foundations in Quiksilver becoming the largest and most prestigious apparel company in the action outdoor sports industry.” The following year 1992 the swim line was followed by -Quiksilver the introduction of sportswear, denim and snow wear. In 2004 Qiksilver becomes a $1billion Company and decides to launch a new skateboarding shoe brand DC, at the end of the year DC becomes a leading brand in the footwear market. The brand Quiksilver, Roxy, DC Shoes draw their inspiration from the heritage and culture of skateboarding, surfing and snowboarding.
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(APPENDIX.4)
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(APPENDIX.5)
SITUATION AN
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NALYSIS
(APPENDIX.6)
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THE MARKETING MIX
(APPENDIX.7)
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The following years the brand has expended massively, opening up to a wider audience, spreading the clothing and shoe chain surfer and skateboarder styles across the world which, lead to achieving high reputation and opinions from top surfers and skateboarders.
For more than two decades Quicksilver has maintained a world-class skate team and support staff of designers, marketers and event planners to build their presence in skateboarding. .
The brand got involved with promoting professional snowboarders and skateboarders such as Tony For more than two decades Quicksilver has Hawk an American professional skateboarder who maintained a world-class skate team and support is considered to be most successful pioneer of staff of designers, marketers and event planners to modern vertical skateboarding. In January 2012 Hawk got sponsored by Quiksilver and became build their presence in skateboarding. their ambassador until now. Skate had previously been an important category to help grow the brand, especially as Quiksilver opened its’ own retail shops and attempted to enter the footwear market with a Reese Forbes signature skate shoe.
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TONY HAWK
Skater, legend and philanthropist
LEE ANN CURREN Surfer and musician
JAVIER MENDIZABAL Skater, photograph, artist
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NATALIE FOX
international surf coach, yoga instructor and writer
MATHIEU CREPEL Snowboarder
JEREMY FLORES Surfer
STEPHANIE GILMORE
Surfer, musician, photographer, traveller (APPENDIX.9)
QUIKSILVER AMBASSADORS 15
SWOT ANALISYS
(APPENDIX.10)
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17 (APPENDIX.11)
PERFORMANCE In the early 2000s, when Quiksilver was posting annual revenue north of $2 billion and selling 100 million garments a year through its three brands, Quiksilver, Roxy and DC. Quiksilver became an example of how a start-up brand built in a garage became a leader company in the surf industry. The company is fairly broadened across the world and has gained a lot of success throughout their early years. In 2013 Quiksilver was lost financially and two years later at the beginning of 2015 unfortunately, the brand has failed for bankruptcy. The CEO of Quiksilver Andy Mooney was known to strain relationships with surf industry, which got the brand bad reputation in business and lost its market place in the industry. In March 2015 Mooney was replaced with a long-time Quiksilver employee Pierre Agnes who took control of the brand and got it going again. The Company had to unveil a $175million restricting plan, financed by Oaktree capital managements who also own a state in sportswear company Billabong.
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“The brand’s stock lost 79% of its value this year, Quiksilver will seek court approval of that proposal and a related plan to borrow $175 million from affiliates of oak tree. The new loan will be used to finish the company’s restructuring and cover the cost of the bankruptcy.‘‘ - According to Bloomberg reports
(APPENDIX.12)
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(APPENDIX.13)
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V A L U E S
PASSION
People in this industry are passionate and show it very well, Quiksilver promotes true and professional champions with passion with a huge quantity of events organisations, this assumes that the brand is very passionate towards sports and their brand haratige. WILDNESS Sports like surfing and skateboarding were mainly reflected as the area of outlaws and rebels at first. Some even say rebels perceived them, aimed at people who don’t contribute to social agreements.
INDIVIDUALITY Very important factor for most of the brands which differentiates them from others, mainly having a strong mark, in the case of Quiksilver is showing its mark in action sports.
FRIENDSHIP & YOUTH
Quiksilver gives an image of a fun, young lifestyle brand. It is shown through their communication with the audience such as short films or lookbooks which show how teams are important in action sports.
SPORTS PERFORMANCE Through the Quiksilver campaigns and their events they shows how active the brand is sport wise, it presents explosive movements, reaction, speed and agility.
AUTHENTICITY & CREDIBILITY
“Keeping it real” and being original is fundamental to being involved in actions sports, for people to trust and believe in the brand.
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(APPENDIX.14)
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M A R K E T S I T U AT I O N The brands overall consumer market: Individuals and households aged between 10-50 spending their free time doing outdoor activities with friends and families, purchasing surf, snow and skate products such as apparel and accessories for their own use or benefit. However, popularity with purchased products is more popular with consumers aged between 18-30. The retail industry is changing dramatically, customers have various unique opportunities to shop from or find out information. The company’s online customer have different demographic characteristics, needs and behaviours to its offline customer. “Fuse’s young, active demographic is the perfect audience for The Quiksilver, and its broad national distribution will further expand,” said Michael Bair, President, MSG Media.
In this case selected target is directed differently through a specific contennt on the site and the company needs to create a more efficient shopping experience for their customers due to many social and economic factors. “New Phase” Campaign characterisitics: Young 20-30 year old addicted to fashion and trends, very active sport wise lifestyle, loves spending time with friends and travelling. Urban style with a street/skate/hiphop culture and high frequency on renewals, an individual independent towards dressing up and finding their own style.
Business interest: • High purchase power, trend setters, • Valuable for brand, influances and promotes brand to others. • Expansion to a wider audience, lifestyle. • More new customers. Trendy/Fashion: • Focusing on a specific lifestyle for the target market. • Adapting a modern style. The sacking of the Quiksilver skate program has far reaching effects, resulting in the dismissal of their European skate team led by Javier Mendizabal and their Canadian riders including Jordan Hoffart. Leaving Tony Hawk and his Hawk Clothing line as the lone fragment of skateboarding at Quiksilver. QUIKSILVER SKATEBOARDING TEAM
(APPENDIX.16)
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PLACE IN THE MARKET
(APPENDIX.17)
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The graph presents some of the Quiksilvers competitors, mainly sport brands. The cheaper brands like Lonsdale or Slazenger are placed in the lower price and quality range. Above, brands like New Balance or Reebook, are more expensive however better quality. From this graph you are able to say that, these brands are far from Quiksilvers close competitors. Brands like Billabong, are more likely to be close competitors with Quiksilver as the price range and quality of product compete and are aimed at the same target market. By this positioning chart findings you are able to say that Quiksilver could develop the company and make it more individual.
(APPENDIX.18)
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CUSTOMER PROFILE SOCIAL CASUAL ACTIVE
INDEPENDENT
SPORTY PASSIONATE
RISKY ADREALINE
STREETSTYLE
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YOUNG CREATIVE
CONFIDENT
COMPETITIVE
INTELLIGENT
FRIENDLY
LIFESTYLE (APPENDIX.19)
URBAN PERSONALITY
(APPENDIX.20)
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COMPETITORS
BILLABONG Billabong is a international surf company which sells clothing retailer and accessories such as watches, backpacks including skateboard and snowboard products, some under other brands names. The company was founded in 1973 by Gordon Merchant. The brands that are under Billabong are,Element, Zipper, Honolua Surf Company, RVCA, Kustom, Palmers Surf, Xcel, Sector 9 and Tigerlily. The company’s brands are promoted very highly worldwide by association with a professional athletes, junior athletes and events. In March 2010 the Company enhanced its skate offer through the signing of an agreement to license the California-based Plan B skateboard brand.
There is a lot of connections between Billabong and Quiksilver, both board sport companies who have gone through a break down and still compete. Both Billabong and Quiksilver got into trouble due to some acquisitions they paid too much for, the results of an unsustainable cost structure was the reaseon of their tendencies to allow units to operate independently. Both companies fell into dept which force them to sell assests, raise expenses, cut costs, capital change management and push revenues.
“Market segmentation takes care of itself initially though distribution management which builds brand strength for future growth.” said Jeff Harbaugh in his market research.
In 2012 Billabong announced a major change towards their business as it was collapsing to help reduce the debt unfortunately up to 150 stores were closed following the 400 full-time jobs were lost internationally. Billabong has been the subject of a protracted bidding process. In September 2012 two private equity firms, TPG Capital and Bain Capital, bidded for ownership of Billabong.
“A media report on 27 August 2013 stated that Billabong will be moving ahead with the $US325 million refinancing proposal from Altamont and Blackstone. As of the same date, Centerbridge and Oaktree were actively pursuing Billabong directors in relation to their deal that they believe is sifnificantly superior to the accepted proposal.” -BillabongCo
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COMPETITORS
(APPENDIX.(21)
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COMPETITORS
RIP CURL Another big private Australian board sport company, manufacturer and retailer. Rip Curl is known for manufacturing technical products and originality in the surf industry as well as for sponsoring major athletes. The company was founded in 1969 by Doug Warbrick and Brian Singer, who started with designing surfboards and then took the next step by desiging wetsuits. Their business expanded to a wider range of sport apparel, which made them gain bigger audience and popularity. Rip Curl has become one of the largest board wear brands in Australia, Europe and South America, and is also active in North America and South Africa. In mid-2012, Singer and Warbrick engaged the services of Bank of America Merrill Lynch to sell the brand, but the plan was abandoned in March 2013. As of December 2013, Michael Daly is the chief executive officer (CEO) of Rip Curl Group. Known for being one of the “Big Three” companies alongside with Quiksilver and BIllabong. The company competes with a variety of brands in the outdoors wear and sport accessories industry. Brands such as Reef or Vans also compete with Rip Curl, Billabong and Quiksilver because of their presence in the board sport industry.
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The “Big Three” originated in Australia between 1969 and 1973 as a part of a surf culture, the three companies dominated the sport market because of their high popularity and presence mainly by sponsoring majority of the world title events as well as surf, skate, snow world champions. The three companies have expanded and opened to a wider audience by moving into fashion and accessories. By wider audience it means that consumers started looking at their image, which came to the point that if people wanted to be a part of the surf, snow, skate industry they had to wear one of the “Big Three” companies. This caused most of the revenue come from selling their apparel and accessories to non surfers. Rip Curl, Billabong and Quiksilver all rely on their young-minded customer image. When people start wearing the brands apparel publicly, growth becomes everything. By this the brand starts to target anyone who is willing to pay any amout of money for the product instead of focusing on custoemrs who act and wear the clothes to reflect on the brands heritage and actual message. The market grows and the brand gets cutomers that are not active and have no interest in board sports, the brand then loses their market with which the brand started of but gaines more income.
COMPETITORS
(APPENDIX.(22)
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P R O P O S A L
(APPENDIX(23)
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WHO IS THE STYLIST?
Paulina, the stylist is a fashion communication student who decided to cooperate with Quiksilvers Company. Her idea is to style the shoot of a new additional campaign that is aimed at Quiksilver’s men/women skateboarding industry/ lifestyle. Although the brand is not doing so well financially this campaign is focusing to help the Company get back on the track and to be able to open up to more customers and expand their opportunities. The fact that Quiksilver’s heritage is surf, it does not cancel out the creation and promotion of their snowboarding campaigns on Quiksilver’s website. Despite the fact that Quikislver cooperates , sponsors and organizes a variety of skateboarding events such as The Quiksilver Bowlriders, World Cup Skateboarding (WCS) held in Sweden, a pro skateboarding and BMX competition based in New York, should be publicised on their website shown through a campaign or a short fashion/skate film following the surfing and snowboarding campaigns already streaming on the website. Through this campaign the stylist wants to connect the Quiksilver men and Quiksilver women and create, style the campaign with a contemporary approach. Focusing on the concept the stylist is enthusiastic about creating a Quiksilver atmosphere that brings up part of their unity.
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(APPENDIX(24)
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(APPENDIX(25)
(APPENDIX(26)
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WHY STYLING? Quiksilver represents a casual lifestyle for youngminded people that connect with boardriding culture and heritage. The company believes that surfing, skateboarding, snowboarding and other outdoor sports influence the apparel choices made by consumers as these activities are communicated to a global audience by television, the internet, movies and magazines. Quiksilver is about reputation, personality, identity and lifestyle, this identifys the Company and it’s name which makes the brand stand out and get noticed when surrounded by so many competitors. There are a lot of customers who would love to see a Quiksilver Men/Women campaign related to their skateboarding lifestyles. Other than just purchasing the product the consumer can feel more than just being a part of this brand however, sharing the same culture and language.
Through the photoshoot and the campaign the stylist will show a range of styling ideas that can inspire the customers outfit and make them think more creative and contemporary toward their looks. Advertisment/marketing/campaigns are important within the industry, it promotes the brand and differentiates it from competitors as well as makes connection with customers which affects their behavior towards purchasing products from the brand. There are many benefits with making campaigns but mainly providing the status that builds up brands equity and also helps the brand present themselves how they would like to be perceived. The focus is to deliver consistency and reliability through “New Phase� campaign, to show part of Quiksilvers identity and inspire the consumer.
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A P E N D I X
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(APPENDIX(27)
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A P E N D I X PAGE 2 AND 3: (Appendix 1) Shows own photograph towards “New Phase” campaign. PAGE 4 AND 5:(Appendix 2) Shows own photography towards “New Phase” campaign. PAGE 6 AND 7: (Appendix 3) Inspiration photographs taken from Pinterest, Tumblr and Google Images. PAGE 8: (Appendix 4) presents Quiksilver’s brand onion. Referencing; Posner, Harriet. Marketing Fashion. London: Laurence King, 2011. Print.IntroductionToBrandOnion page 147. (see page 44 for evidence) PAGE 9:(Appendix 5) Shows own photograph towards “New Phase” campaign. PAGE 10 AND 11:(Appendix 6) Inspiration photographs taken from Pinterest, Tumblr and Google Images. PAGE 12: (Appendix 7) Marketinga Mix(4Ps) of Quiksilver Company. Referencing: Posner, Harriet. Marketing Fashion. London: Laurence King, 2011. Print.TheMarketingToolkit page 44/55. (see page 45 for evidence) PAGE 13: (Appendix 8) Shows own photograph twards “New Phase” campaign. PAGE 14 AND 15: (Appendix 9) Presents current Quiksilver ambassadors information taken from Thequiksilverinitiative website. PAGE 16 (Appendix 10) SWOT analysis on Quiksilver Company. Referencing: Posner, Harriet. Marketing Fashion. London: Laurence King, 2011. Print.MarketResearch page 99. (see page 46 for evidence) PAGE 17 (Appendix 11) Shows own photograph towards “New Phase” campaign. PAGE 18 AND 19 (Appendix 12) Presents Quiksilver’s single brand performance evaluation framework, contribution of brand’s activities over time to brand’s value. Reference: FashionBiLtd. (2015). Quiksilver Fashionbi Index. (see page 47 for evidence) PAGE 20 AND 21 (Appendix 13) Inspiration photographs taken from Pinterest, Tumblr and Google Image
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PAGE 23 (Appendix 14) The grid shows a PEST analysis of the external macro-environment that affects all the brands. Reference: NetMBA.(2010).Pest Analysis. (see page 47 for evidence) PAGE 24 AND 25 (Appendix 15) Shows own photograph towards “New Phase” campaign.
PAGE 25 (Appendix 16) Showing Qiksilver Skateboarding Team from Quiksilver skate team. (2010). quiksilverskate.flickr. PAGE 26 (Appendix 17) Positioning Map, shows where Quiksilver stand in the market between other sport brands. Reference: Posner, Harriet. Marketing Fashion. London: Laurence King, 2011. Print.TheMarketingToolkit page 53. (see page 48 for evidence) PAGE 26 AND 27 (Appendix 18) The map image was taken from QuiksilverInc website, showing in what countries Quiksilver shops are present. PAGE 28 AND 29 (Appendix 19) Customer Pen Portrait. Images taken from Pinterest, Tumblr and Google Images. PAGE 28 AND 29 (Appendix 20) Three portrait images, own photogaphy towards “New Phase” campaign.
PAGE 31(Appendix 21)SWOT analysis on BILLABONG Company. Referencing: Posner, Harriet. Marketing Fashion. London: Laurence King, 2011. Print.MarketResearch page 99. PAGE 33 (Appendix 22) SWOT analysis on RIP CURL 0Company. Referencing: Posner, Harriet. Marketing Fashion. London: Laurence King, 2011. Print.MarketResearch page 99. PAGE 34 AND 35 (Appendix 23) Show own photography towards “New Phase” campaign.
PAGE 37 (Appendix 24) Show own photography towards “New Phase” campaign, presented as how it would look on mobile devices. PAGE 38 (Appendix 25 and 26) Show own photography towards “New Phase” campaign presented as how it would look like as a look-book. PaGE 40 AND 41 (Appendix 27)
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A P E N D I X PAGE 8: (Appendix 4) presents Quiksilver’s brand onion. Referencing; Posner, Harriet. Marketing Fashion. London: Laurence King, 2011. Print.IntroductionToBrandOnion page 147.
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PAGE 12: (Appendix 7) Marketinga Mix(4Ps) of Quiksilver Company. Referencing: Posner, Harriet. Marketing Fashion. London: Laurence King, 2011. Print.TheMarketingToolkit page 44/55.
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A P E N D I X PAGE 16 (Appendix 10) SWOT analysis on Quiksilver Company. Referencing: Posner, Harriet. Marketing Fashion. London: Laurence King, 2011. Print.MarketResearch page 99.
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PAGE 18 AND 19 (Appendix 12) Presents Quiksilver’s single brand performance evaluation framework, contribution of brand’s activities over time to brand’s value. Reference: FashionBiLtd. (2015). Quiksilver Fashionbi Index.
PAGE 23 (Appendix 14) The grid shows a PEST analysis of the external macro-environment that affects all the brands. Reference: NetMBA.(2010).Pest Analysis.
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A P E N D I X PAGE 26 (Appendix 17) Positioning Map, shows where Quiksilver stand in the market between other sport brands. Reference: Posner, Harriet. Marketing Fashion. London: Laurence King, 2011. Print.TheMarketingToolkit page 53.
Reference: Alina Wheeler (2009). Designing Brand Identity.(3rd Edition) Positioning page 14.
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