Planting Bumper Stickers At The X-Games
Santa Cruz's Rebecca Herath talks shop.
Edited by Robin Hakes
(7-10-98)

Rebecca Herath, marketing coordinator for Santa Cruz Snowboards, and Olympic Gold Medalist and Santa Cruz team-rider Gian Simmen, stopped by the TransWorld office recently. They were in town, along with a lot of the snowboard industry, for the ESPN X-Games. We pulled Herath aside for a quick chat.

SNOWboarding Business: So what does Gian think of the bumper stickers Santa Cruz put out last year dissing the Olympics?

Herath:He thinks they're great. He's wearing one on his helmet tomorrow. He wanted to wear this one [the one stating "F--k The Olympics"], but since I'm such a TV whore, I wanted to make sure he gets as much exposure as possible. I didn't want ESPN to block out the word f--k on his helmet, because it's my job to help him get exposure in the U.S. media.

In the U.S., he's not well known yet. People are trippin' because he's not an American and he won the Olympics. But he'll be wearing the sticker that says "Snowboarding Is Not About The Olympic$."

Our riders and staff came up with the slogan. It came from our "Skateboarding Is Not A Crime" motto. Gian always talks about the Olympics as just another contest. Part of being a pro rider is getting photos, filming, and competing. And by competing, that ensures he'll get exposure in the magazines, which will promote his sponsors' product and allow him to do what he loves and what he's good at. He just happened to win the right contest.

SNOWboarding Business: Do you think we should remind people that NHS just celebrated its 25th anniversary? You think everyone knows by now?

Herath:It's all about roots, baby. SNOWboarding Business: What are your plans for the big two-six next year? Herath:We have a lot of exciting things planned. But I care about you as a friend, so I can't tell you any of them because I won't be able to guarantee your safety. SNOWboarding Business: I saw Gian's new tattoo. When are you getting one? Herath:When I win a gold medal. No. Actually it was really cool because Gian has wanted to get one for a really long time, but he waited to get it done in Santa Cruz because it's a special place for him. He wanted to get it done somewhere that had special meaning.

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