Amazon raised a few eyebrows several years ago when it began selling more than just books. The online retailer branched out with other forms of media such as movies and music, but then incorporated unrelated markets, everything from diapers and groceries to automotive accessories. While circling back to its roots in bookselling, Amazon veered off course again last year when it launched its own traditional publishing house with several genre-specific imprints. Essentially, Amazon is simply too diverse to be labeled as part of any one industry.
Now, the retailer has dipped its toes in a whole new project, this one aimed at actually returning some interest to digital sales. According to an article for ESPN, as the corporate sponsor for pro skateboarder and X-Games legend Andy Macdonald, Amazon hopes to build up its “action sports equipment” sales.
According to Macdonald, people don’t necessarily think of Amazon when they think of purchasing skate equipment; in truth, most customers don’t even think of online retailers for that type of highly-specialized sporting goods. Macdonald’s role, therefore, will be to produce exclusive video content for Amazon’s sports marketplace in order to increase the image in consumers’ minds.
“The sponsorship of Andy Mac is a great opportunity to help fans and athletes discover the vast selection of action sports items available on Amazon,” an Amazon spokesperson told ESPN.com. “From the beginner wanting to try out the sport to the seasoned pro, we’re excited to offer a shopping destination dedicated to offering customers a wide selection of action sports items from top brands.”
Amazon is not limiting this new division to skateboarding, but will offer a wide variety of highly technical equipment for a variety of fringe sports.