Nike Stinkween Bash
There are some great examples of brands nailing the mass/niche balance and exploiting its treasures, but you have to take your sombrero off to the guys at Nike for some of the work they are doing with SB and 6.0, its skate and youth focused extreme sports sub brands. There have been a lot of kids digging the latest Paul Rodriguez spot which is apparently advertising his new shoe, but doesn't feel like it at all. Very watchable indeed and backed up by a beautiful microsite with additional content and downloads, check it out here www.nike.com/nikeskateboarding/paulrodriguezIII/