Unit 1 Micro: What future for the skateboard industry?

Admit it, when was the last time you dusted off your skateboard and strolled over to the local skate park? The estimated number of global skateboard participants has fallen by a third in the last ten years and the industry faces big challenges in preventing decline and reinvigorating what once was a craze but now a market with a firmly downward sloping trajectory for sales. Should skateboard manufacturers stick to their core demographic or look for new alliances to change perceptions and - ultimately - sales and profits. This Financial Times video provides some interesting analysis and comment.