In yer face, Rolex

January 9, 2013 § 1 Comment

In yer face, Rolex

Seen first on SailingAnarchy.com.

Energy drink marketers are way smarter than I. After all, in the last 10 years they’ve invented new and novel ways to get folks to pay $7 billion more for caffeine. It’s the equivalent of repositioning the hot-dog as la cuisine gastronomique. Genius.

But this time, I think they’re really on to something. They might even Save Sailing!

Look around. Sailing is changing. It’s getting faster and way more fun for the pros. So the pros need helmets. And helmets need logos. Any savvy marketer will tell you those logos should reflect the target audience’s grandest aspirations. For example, everyone knows that NFL fans prefer tasteless beer and pizza.

What an honor it is for sailors to have caught the attention of said brilliant energy drink marketers, even in our advanced age. We’re no longer lowly connoisseurs of platinum timepieces and French champagne. No, thankfully, we sailors have just been promoted to the gas station drink cooler.

It’s a new day for sailing. Shed the pretension. Blue blood be damned. Let’s get real about our awesome sport. It’s extreme. It’s in yer face. It’s for guys with huge trucks.

Popeye, meet Viagra.

—–

Update (01/16/2013): Here is what the Anarchists had to say. My favorite comment:

Skoal Bandit KWRW ?

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