The male adolescent and young adult market will be one of a few segments that will be profitable during the coming recession. Understanding their lifestyle will be key in competing for their dollars. Throughout the world, adolescents and young men enter the skating culture. Popular video games, clothing, and equipment provide clues to their needs and desires. One very expressive outlet can be seen by the skate shoes they wear.The colors and symbols expose needs of affiliation and self concept. Similar designs of Adio skate shoes and the vibrant colors reveal these aspects. Individualism is also evident with custom skate shoes. Aligning strategy with the skating culture can be very profitable when products and services connect with this market segment of skating die hards.
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