With the experience gained over the years in magazine and TV work and together with working so close to young action sports athletes, we couldn't fail to notice the missed opportunities when these young stars were being interviewed.
With many riders thrown into the lions den of media mayhem with little or no insight to how the industry machine works, it's hard to expect them to talk in the key message sound bites that some more mature athletes are able to. With precious column inches and interview seconds all helping reinforce brand values and product shout outs we devised a media training schedule giving riders an insight into the way the industry works and how they can use this information. For this first trip we took the Nike team to Jersey for the weekend, taught them interview and bridging techniques, then tested them out in real life situations with the local media.

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