极限运动:从前新事物,如今赚大钱

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Today, summer and winter action sports from wakeboarding[水上滑板] to snowboarding, surfing to superpipe skiing, mean business. Big business. You can see them featured in TV commercials[广告], movies and magazine ads. And you can definitely[无疑地] find skateboard at the local skatepark. Skateboarding used to be punk[不良的]. Today, it's normal.

Kids like the freedom to do what they want to do; no coaches, no strict practice regimen[正规训练] ?and it's an artistic[艺术的] pursuit[追求] as much as a sport. There's no sitting in the outfield[外场] waiting for something to happen. Perhaps that is why skateboarding has become a $5.7-billion a year industry in apparel[衣服] and equipment sales.

But it's not just skateboarding that has made inroads[侵入]. Last May, the Sporting Goods Manufacturing Association released a study of extreme[极限] sports participation. In-line skating ranks No.1 among 12 with 17.3-million. Skateboarding (11.5-million) is second, snowboarding (7.6-million) fifth, wakeboarding (2.8-million) eighth and BMX biking (2.6-million) ninth.

One of the things that appeals to kids is the lack of emphasis[强调] on competition. There is, however, a need to excel[优秀]. Most of the participants don't compete. They go out and skate and surf and snowboard, or whatever, and do it just for fun. They do it to express themselves.

In addition, action sports are linked[连接的] to youth fashion ?heightening the sense of identification[辨识].

There are a lot of people getting into action sports who are considered so-called mainstream[主流] kids because they like the fashion or they want to be a part of the lifestyle. In more traditional sports, they play because of the sport itself or because it's offered in school. With action sports, it's part of what they want to be identified with.

In June, Label Networks conducted a skateboard-related study of people aged between 13 and 25 in North America. The majority, 32.2 percent, said skateboarding's appeal is tied to the lifestyle associated[关联的] with the sport.

The company also has tracked the growing popularity of Western lifestyle and trends, including skateboarding, in China. This was certainly evident when American skateboarder Danny Way, 31, made international news by leaping[跳跃] 70 feet over China's Great Wall, propelled[推进] at 55 mph by the largest skateboard ramp[坡道] ever built.

Of course, without network TV exposure, the genre would have remained in the shadows. As if gets more exposure, more parks are built and more kids are introduced to it. The upward trend look set to continue.

现在，各种各样的冬夏季极限运动，从水上滑板到滑雪板，从冲浪到大半圆管滑雪，都意味着商机。大商机。你可以看到它们出现在电视广告、电影广告和杂志广告中。而且你绝对可以在当地的滑板运动场地找到滑板。以前玩滑板会显得有些叛逆，而今却已经很普遍。

青少年喜欢自由地做他们想做的事情；没有教练，没有严格的正规训练―它既是一种艺术追求也是一种运动。你不必再坐在场外当观众。或许那正是滑板运动为何能通过服装与器材销售成为年营利57亿美元的大行业的原因所在。

但是不仅仅是滑板进入了市场。去年5月，运动用品制造协会公布了关于极限运动参与情况的一项调查。在12项运动中，直排溜冰名列第一，参与的人数达到1730万。滑板（1150万）第二，滑雪（760万）第五，水上滑板（280万）第八，而自行车越野赛（260万）则位居第九。

极限运动吸引青少年的原因之一是它不强调要在竞赛中获胜，但是必须出众。大部分参与者没有进行比赛。他们到户外来滑板、冲浪和滑雪，或者做其它事情，只为了获得乐趣。他们以此来表现自己。

此外，极限运动与青年时尚有所联系―它突出了个性意识。

很多被看成主流青少年的人参与极限运动，是因为他们喜欢潮流或者他们想融入这种生活方式。他们参与其它传统的运动项目，是因为运动本身或者因为学校中提供了这种运动。极限运动是他们想要表现个性的一部分。

今年6月，标记网络公司对北美洲13岁至25岁的人进行了一项关于滑板的调查。大部分人，其比例为32.2 ％，说滑板的吸引力和与这项运动有关的生活方式有所联系。

该公司还追踪了西方生活方式与时尚的受欢迎程度的增长状况，其中包括中国的滑板运动。最为明显的例子是31岁的美国滑板运动员丹尼・威通过有史以来修建过的最大的滑板坡道、以55英里的时速飞越70英尺高的长城，成为轰动世界的一大新闻。

当然，如果没有网络电视的宣传，这项运动也会至今不为人知。正是由于获得了更多的宣传，商家才会修建更多的运动场地，更多的青少年才会认识这项运动。这项运动将会继续保持良好的发展趋势。