Roadmap Europa

European marketing, media and design mixed with some personal anecdotes and travels.

Tuesday, October 24, 2006

An ocean of water and not a drop to drink...

Burton has the snowboard jacket with built in sound system, someone in the US is buying waterproof MP3 players but I just need a drink after an hour or two in the water. Seeing all sorts of workers and sports people getting around with drink bladders (a la CamelBak etc) stuck to them makes you wonder how long it´ll be before we see a wetsuit with a built in drink system, or should that be 'hydration system'. Maybe it would ruin the flexibility or buoyancy or it was tried in the 80s and died with Hypercolour tshirts but it could help slow fatigue during long surf sessions. It has to be better for you than Mick Fanning and Reef asking us to open beers with a bottle opening thong that just walked through God knows what gutter, sewer, roadkill…. Maybe there´s even a market for a two way colostomy bag system to help some people extend the life of their wetsuit and avoid deterioration due to ‘chemical spills’.

I can feel another ‘extreme’ ad for a sports drink approaching…

As a former Grade 3 Umbro wearing representative of Holy Family Primary School it made sense when only last month we had a chat to Umbro and suggested that they would be silly not to draw on their ‘old school’ sports heritage and launch a range revisiting some of their most classic designs. Whether through divine intervention or just common sense today they launched their new range of classic designs.

Ugg Boots returned briefly from the dead, Masseur Sandals are making a brave if modest attempt at resuscitation, so who was it who made all those leg warmers…

And hasn´t the weather here been great lately, torrential rain one day, floods the next, 9m swell yesterday!! Oh well, we´ve started the long journey back to summer and snow can´t be too far away.

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