Forbidding In-line Skating (Marketing 101)

Many parks and community laws forbid anyone from skating either on skateboards, in-line skates and kid’s scooters. This circumstance is an example that requires marketers to consider regulatory forces before making a business decision about skates. Because many governments have associated the use of in-line skates with skateboards and scooters, skaters are fighting for the very legality of their sport.

Many legislators wrote these laws forbidding skating before Rollerblades basically reinvented in-line skates during the 80s. It appears that lawmakers regard in-line skaters as nothing more than children playing with an unsafe toy.

Rollerblades has responded by teaming up with schools and initiating an exercise program called "Skate in School". It’s a program helps schools win much needed funding designated for physical fitness. Rollerblades reports that more than a thousand schools nationwide are using it.