Women’s participation is on the rise; women’s purchase power is irrefutable – so why are so many brands having a tough time communicating authentically with their female customers? Whether it’s product, team representation, or marketing dollars – brands still seem to struggle getting it right.
Following the success of the winter event at Mammoth Mountain, Calif., MAHFIA partnered with Clutched Key Collective to host a second MAHFIA Sessions for women in the action sports industry, titled “Speaking To Women Authentically: Tools To Start The Conversation.” The event was held in Portland, Oregon and supported by Skate Like A Girl, XS Helmets, Nikita and Group Y. The three-day event began on Thursday, June 19 and featured a networking happy hour at Rontoms. The event continued on into Friday with a panel and roundtable workshop at Union/Pine and wrapped up on Saturday, international Go Skateboarding Day, as attendees participated in a private girls skate session.
Round table leaders included Lorentzen as well as Global Creative Manager of K2 Snowboarding Jessie Cote, Founder of YoBeat Brooke Geery, Co-founder of non-profit organization Skate Like a Girl Nancy Chang and Founder of MAHFIA Kim Woozy. The incredible diversity of participants were full of insight, passion and lively debates, a perfect cross-pollination of people looking to connect with women of action sports.
About MAHFIA Sessions
MAHFIA Sessions was created to highlight, encourage, educate, influence and entertain the unique network of females whose passions live amongst the active lifestyles of snow, skate, surf, wake, moto, bmx, music and more. The series is designed for females working in or interested in the action sports industry. Join us for an exclusive weekend to network with like-minded people, learn from industry veterans and ride with friends and make some new ones too.
ABOUT CLUTCHED KEY COLLECTIVE
CLUTCHED KEY COLLECTIVE is the one design shop that can communicate genuinely with your female market. A dynamic collective of woman designers, writers, and marketing specialists with both agency and brand experience. Through means large or small, core or mainstream, guerilla or conventional, they deliver inspired business solutions from a female perspective for outdoor, action-sport and lifestyle brands. They deliver brand and seasonal direction, art direction, product graphics, retail solutions, advertising and collateral.