Just a heads up to everybody that if you're looking for posts in the Business in BJJ series, all future will be updated here. I'll continue to post some ideas here at Tangled Triangle, but the meatier posts will move to GiFreak. Thanks!
Showing posts with label Business in BJJ. Show all posts
Showing posts with label Business in BJJ. Show all posts
Sunday, August 18, 2013
Wednesday, April 3, 2013
Metamoris I Highlight
Alright...I'm hyped again. Metamoris had me glued to my computer for 4 hours straight last year. I didn't care about the delays or price or any of the few slights people had against the event. I loved it...the whole thing...the trailers, the venue, everything. I only wish there'd been more people in attendance...but whatever, it was awesome.
And then...this happened yesterday.
http://www.youtube.com/watch?v=oetkHbXtnLg
Time for II.
And then...this happened yesterday.
http://www.youtube.com/watch?v=oetkHbXtnLg
Time for II.
Wednesday, March 27, 2013
New project!! (Need your input)
So GiFreak has been like...a HUGE learning experience. It seems like the brand has been growing and changing non-stop since it first launched.
Well, it's up and moving again in the form of a new blog. The entire idea is to talk about all the stuff that we do off the mats...our stories, our art, our history, culture, bodies, business...the whole shebang. BUT...we'll all write it. I'm envisioning a central place where all these great stories and information about BJJ can be gathered. I've already gotten some great contributions, but would love to hear from everybody...submission, critique, questions, anything. Check it out!!
Well, it's up and moving again in the form of a new blog. The entire idea is to talk about all the stuff that we do off the mats...our stories, our art, our history, culture, bodies, business...the whole shebang. BUT...we'll all write it. I'm envisioning a central place where all these great stories and information about BJJ can be gathered. I've already gotten some great contributions, but would love to hear from everybody...submission, critique, questions, anything. Check it out!!
Sunday, March 24, 2013
Business in BJJ: GSP, Hayabusa and Comfort Women
Branding lesson here? Do your cultural homework.
Take pretty much any intro to marketing class, and you'll run into humorous lists like this one, offering entertaining cultural missteps like Nova being marketed to Spanish speaking audiences where the name translates to "Does not go." A few have been proven to be urban legends, but the lesson still stands...before you go appropriating, or selling to another culture, thumbing through a Frommer's isn't going to cut it. You need insight from someone (and possibly multiple someones) intimately familiar with not only culture, but history and nuance.
It may amount to nothing, but Hayabusa seems to have made one of these missteps a while back. Earlier today, fellow fighter, Chan Sung Jung, "The Korean Zombie", posted this on his Facebook in reaction GSP wearing the Japanese-themed gi.
"Dear Mr. Geroges St. Pierre
Hi, My name is Chan Sung Jung from South Korea. As one of many Koreans who like you as an incredible athlete, I feel like I should tell you that many Korean fans, including myself, were shocked to see you in your gi designed after the Japanese 'Rising Sun Flag'. For Asians, this flag is a symbol of war crimes, much like the German Hakenkreuzflagge. Did you know that? I hope not.
Just like Nazis, the Japanese also committed atrocities under the name of 'Militarism'. You can easily learn what they've done by googling (please do), although it's only the tiny tip of an enormous iceberg.
Furthermore, the Japanese Government never gave a sincere apology, and still to this day, so many victims are dying in pain, heartbroken, without being compensated. But many westerners like to wear clothes designed after the symbol under which so many war crimes and so much tragedy happened, which is ridiculous.
I know most of them are not militarists. I know most of them do not approve unjustified invasion, torture, massacre, etc. They're just ignorant. It's such a shame that many westerners are not aware of this tragic fact. Wearing Rising Sun outfits is as bad as wearing clothes with the Nazi mark on it, if not worse.
Since you're influenced by Japanese Martial Arts, your wearing a headband designed after Japanese flag is understandable. But again, that huge 'Rising Sun' on your Gi means something else.
Many people say GSP is the best Welterweight fighter throughout history, to which I totally agree. This means you have a great influence on every single fan of yours all around the world. And I do believe your wearing 'the symbol of War Crime' is a very bad example for them, not to mention for yourself.
So, what do you reckon?
Do you want to wear the same Gi next time as well? "
I consider myself to be decently culturally sensitive and aware...still...even with my knowledge of the Imperial version of Japan's flag, the implications of this gi completely eluded me, even with my posting on it on GiFreak, even having visited one of areas in Japan most famous for "comfort women" (mostly Chinese and Korean sex slaves), even having taken this picture at a Hong Kong memorial to the Chinese that died in both World Wars.
It's estimated that over 6 million Chinese, Koreans, Filipinos and Indonesians were killed by Japanese forces during WWII alone. Considering their history (one that is seldom taught to those of us in the West), it's no surprise that a symbol like the Kyokujitsu-ki is not exactly a neutral image.
I understand why Hayabusa used it...I don't even necessarily think they (or GSP) were being intentionally insensitive. That said, as Chan pointed out, it's not like Hayabusa would have had to fly to Asia to find out why it could have been a problem...a light Googling or trip to Wikipedia really does reveal the controversial nature of the image, almost immediately. I very much believe that if you're going to benefit financially from a global market, you have to take the difficulties along with the advantages.
I'm curious to see how the company and the fighter handle the issue, especially considering they were called out by such a high profile name.
Take pretty much any intro to marketing class, and you'll run into humorous lists like this one, offering entertaining cultural missteps like Nova being marketed to Spanish speaking audiences where the name translates to "Does not go." A few have been proven to be urban legends, but the lesson still stands...before you go appropriating, or selling to another culture, thumbing through a Frommer's isn't going to cut it. You need insight from someone (and possibly multiple someones) intimately familiar with not only culture, but history and nuance.
It may amount to nothing, but Hayabusa seems to have made one of these missteps a while back. Earlier today, fellow fighter, Chan Sung Jung, "The Korean Zombie", posted this on his Facebook in reaction GSP wearing the Japanese-themed gi.
"Dear Mr. Geroges St. Pierre
Hi, My name is Chan Sung Jung from South Korea. As one of many Koreans who like you as an incredible athlete, I feel like I should tell you that many Korean fans, including myself, were shocked to see you in your gi designed after the Japanese 'Rising Sun Flag'. For Asians, this flag is a symbol of war crimes, much like the German Hakenkreuzflagge. Did you know that? I hope not.
Just like Nazis, the Japanese also committed atrocities under the name of 'Militarism'. You can easily learn what they've done by googling (please do), although it's only the tiny tip of an enormous iceberg.
Furthermore, the Japanese Government never gave a sincere apology, and still to this day, so many victims are dying in pain, heartbroken, without being compensated. But many westerners like to wear clothes designed after the symbol under which so many war crimes and so much tragedy happened, which is ridiculous.
I know most of them are not militarists. I know most of them do not approve unjustified invasion, torture, massacre, etc. They're just ignorant. It's such a shame that many westerners are not aware of this tragic fact. Wearing Rising Sun outfits is as bad as wearing clothes with the Nazi mark on it, if not worse.
Since you're influenced by Japanese Martial Arts, your wearing a headband designed after Japanese flag is understandable. But again, that huge 'Rising Sun' on your Gi means something else.
Many people say GSP is the best Welterweight fighter throughout history, to which I totally agree. This means you have a great influence on every single fan of yours all around the world. And I do believe your wearing 'the symbol of War Crime' is a very bad example for them, not to mention for yourself.
So, what do you reckon?
Do you want to wear the same Gi next time as well? "
I consider myself to be decently culturally sensitive and aware...still...even with my knowledge of the Imperial version of Japan's flag, the implications of this gi completely eluded me, even with my posting on it on GiFreak, even having visited one of areas in Japan most famous for "comfort women" (mostly Chinese and Korean sex slaves), even having taken this picture at a Hong Kong memorial to the Chinese that died in both World Wars.
 |
| "In memory of the Chinese who died, loyal to the Allied cause in the wars of 1914-1918 and 1939-1945." |
It's estimated that over 6 million Chinese, Koreans, Filipinos and Indonesians were killed by Japanese forces during WWII alone. Considering their history (one that is seldom taught to those of us in the West), it's no surprise that a symbol like the Kyokujitsu-ki is not exactly a neutral image.
I understand why Hayabusa used it...I don't even necessarily think they (or GSP) were being intentionally insensitive. That said, as Chan pointed out, it's not like Hayabusa would have had to fly to Asia to find out why it could have been a problem...a light Googling or trip to Wikipedia really does reveal the controversial nature of the image, almost immediately. I very much believe that if you're going to benefit financially from a global market, you have to take the difficulties along with the advantages.
I'm curious to see how the company and the fighter handle the issue, especially considering they were called out by such a high profile name.
Saturday, March 9, 2013
"Men are encouraged to suck."
It's been a weird morning...my cat woke me up just in time to run into a text from my brother that led me into the Internet purgatory known as Cracked.com, specifically a piece by David Wong.
I had intended to sleep a bit late and head over to the gym for our semi-annual belt promotion ceremony (Ryan's going to black and GinasticaInstructor's going to brown!!), but instead, I've spent the early morning wondering about men. Not just because of Cracked, but also because of this article that Georgette posted recently about the Avellan brothers and their mind-blowingly original use of half naked, contorted women to sell a jiu jitsu product.
I watched a couple of the clips...a bit stomach turning first thing in the morning, but I pushed through. (I'm becoming almost desensitized to racism and sexism these days because, well, a lot of people in positions of power-and weakness-have taken the attitude that they're entitled to them and they're plowing ahead in reactionary full-force.) What ended up striking me most (yes, even more than the bad technique) was the complete lack of respect for the intended audience (and for jiu jitsu, but that's a post for another day). Talking with men who trained has highlighted this tendency in male entertainment for me, but in this case, it was disgustingly blatant.
It's easy in the talk of sexism...any ism, to get stuck completely on the oppression of the weaker party. For good reason or bad, that is the most obvious, and I believe most important reaction...still though, there is, inherent in almost every institutionalized -ism, a self-degradation of the oppressor. Objectification of a living creature is not a one way street. It requires a dabbling in emotional suicide. I didn't realize this until I read the section on slave masters in this book, and how, after spending days in the fields, physically and emotionally destroying their chattel, they were simply unable to come home and be good fathers and husbands. Basically, the lives of White families were being destroyed slowly, internally, along with the human beings they had acquired, supposedly for their own benefit.
That principle is forever burned into my mind.
The Cracked article--just a few minutes later, I read this, and #5...the idea that men are trained by society to think they are owed a "hot girl"...struck me. Culturally ingrained entitlement, be it family culture, gender culture, or whatever else, is never a service. This video made me wonder...can disrespect for the consumer possibly be so blatant and intentional that it overrides even disrespect for the subject in an ad? If it can, these videos are wonderfully twisted first steps. (Before anyone replies with "it's just entertainment", I do not believe in neutral media. I do not believe we are left unchanged by any interactions we have in life, no matter how convenient it may be to think so.)
BJJ provides things I think men need, especially in modernized societies. It provides things I think off the mats, some try to reclaim in acts of sexism and misogyny. That's why I say these videos are twisted. They remove (possibly intentionally) so much of the power of jiu jitsu...all the potential to improve, uplift and transcend...erased with the flick of some hair and a pair of hot pants.
Still, even with the tacit agreement of Cracked, I had to get some outside insight from a live male perspective--so I talked to my brother. He responded with the title of this blog post. He qualified that with the fact that men are encouraged to improve and achieve externally and tangibly, but anything beyond that...anything involving integrity, personal development and relationships..."We're encouraged to lie, cheat, flatter, flirt, brag, boast, bluff, one-up, demean and destroy. Sports? We're definitely encouraged to hurt other players-physically and emotionally, but all within the rules". (See Keith Owen's blatant refusal to improve as an instructor thinly veiled by cries of unfair treatment and insincere efforts to "help".)
I never expected it, but training has taught me more about heterosexual male culture than I ever thought possible.
I had intended to sleep a bit late and head over to the gym for our semi-annual belt promotion ceremony (Ryan's going to black and GinasticaInstructor's going to brown!!), but instead, I've spent the early morning wondering about men. Not just because of Cracked, but also because of this article that Georgette posted recently about the Avellan brothers and their mind-blowingly original use of half naked, contorted women to sell a jiu jitsu product.
I watched a couple of the clips...a bit stomach turning first thing in the morning, but I pushed through. (I'm becoming almost desensitized to racism and sexism these days because, well, a lot of people in positions of power-and weakness-have taken the attitude that they're entitled to them and they're plowing ahead in reactionary full-force.) What ended up striking me most (yes, even more than the bad technique) was the complete lack of respect for the intended audience (and for jiu jitsu, but that's a post for another day). Talking with men who trained has highlighted this tendency in male entertainment for me, but in this case, it was disgustingly blatant.
It's easy in the talk of sexism...any ism, to get stuck completely on the oppression of the weaker party. For good reason or bad, that is the most obvious, and I believe most important reaction...still though, there is, inherent in almost every institutionalized -ism, a self-degradation of the oppressor. Objectification of a living creature is not a one way street. It requires a dabbling in emotional suicide. I didn't realize this until I read the section on slave masters in this book, and how, after spending days in the fields, physically and emotionally destroying their chattel, they were simply unable to come home and be good fathers and husbands. Basically, the lives of White families were being destroyed slowly, internally, along with the human beings they had acquired, supposedly for their own benefit.
That principle is forever burned into my mind.
The Cracked article--just a few minutes later, I read this, and #5...the idea that men are trained by society to think they are owed a "hot girl"...struck me. Culturally ingrained entitlement, be it family culture, gender culture, or whatever else, is never a service. This video made me wonder...can disrespect for the consumer possibly be so blatant and intentional that it overrides even disrespect for the subject in an ad? If it can, these videos are wonderfully twisted first steps. (Before anyone replies with "it's just entertainment", I do not believe in neutral media. I do not believe we are left unchanged by any interactions we have in life, no matter how convenient it may be to think so.)
BJJ provides things I think men need, especially in modernized societies. It provides things I think off the mats, some try to reclaim in acts of sexism and misogyny. That's why I say these videos are twisted. They remove (possibly intentionally) so much of the power of jiu jitsu...all the potential to improve, uplift and transcend...erased with the flick of some hair and a pair of hot pants.
Still, even with the tacit agreement of Cracked, I had to get some outside insight from a live male perspective--so I talked to my brother. He responded with the title of this blog post. He qualified that with the fact that men are encouraged to improve and achieve externally and tangibly, but anything beyond that...anything involving integrity, personal development and relationships..."We're encouraged to lie, cheat, flatter, flirt, brag, boast, bluff, one-up, demean and destroy. Sports? We're definitely encouraged to hurt other players-physically and emotionally, but all within the rules". (See Keith Owen's blatant refusal to improve as an instructor thinly veiled by cries of unfair treatment and insincere efforts to "help".)
I never expected it, but training has taught me more about heterosexual male culture than I ever thought possible.
Saturday, March 2, 2013
Business in BJJ: The Big Bad Wolf
I'm afraid of the Big Bad Wolf--and we have a massive one right now in the world of Jiu Jitsu.
Throw in the simple, yet easily overlooked act of unsubscribing from LI email lists , and any list that uses similar types of marketing (list of participants below taken from this link over at Sherdog) and the wolf isn't looking quite as scary.
In this case, as with most, I'm more afraid of the concept than I am the individual. There's something detrimental about having an obvious bad guy...the Chris Browns, Bernie Madoffs, Lloyd Irvins and Snidely Whiplashes of the world, even in their downfalls, create problems much more far-reaching, and much more difficult than we'd like to think. They allow us to think that wrong is distant, impersonal and easily contained. They allow us to think that wrong is an "other". They allow us to cozily and comfortably forget John Lennons, the Levites, and even those annoying little bits of ugliness that live inside us.
I am glad, proud, relieved and thankful to see the reaction that parts of the BJJ community has had to our recent scandals. I am even more so though, to see that it is giving birth to reform and alternatives...efforts and movements that will hopefully contribute in doing away with the communal factors that allow evils like the ones we're seeing play out in our community to flourish like they have.
The most recent I've seen are the efforts of Tom Callos in sharing his decades of martial arts experience in guiding martial arts school owners in more ethical business management. It's kicking off with a free conference call. More details to come on his Facebook page.
Throw in the simple, yet easily overlooked act of unsubscribing from LI email lists , and any list that uses similar types of marketing (list of participants below taken from this link over at Sherdog) and the wolf isn't looking quite as scary.
Saturday, January 19, 2013
Business in BJJ: Morality, Motivation and Business as an Excuse
The whole BJJ world seems to be abuzz with the DC rape. While I don't think the assault itself was anything surprising, the responses really have me fascinated. From formal ones like Ryan Hall's beautifully written, long-form letter and the Gracie brothers' thought provoking video response, to the comments of readers, the outpouring of response and immediate willingness to discuss rape as a cultural issue in the sport...well...it makes me proud to practice the art. That said, across the board, I've noticed a common theme...a rationale used to defend offenders and to detract from those who've spoken out.
"It's just business."
I read this in defense of Lloyd Irvin's morally reprehensible purchasing of lloydirvinrape.com (an effort to game search engines). I also read it as a condemnation of the Gracie video as nothing more than marketing fluff under the guise of acting on behalf of community welfare. In both cases, the claim being made is that essentially, the presence of a business interest negates the intent, ethics and morality of an action...Irvin did nothing wrong in trying to redirect negative attention away from his school--it was just business. Ryron and Rener do nothing right with their soul-soothing words--they just want your money.
I'll admit, I've become a bit of a Ryron Gracie fan-girl since interviewing him for GiFreak (the guy was cool enough to talk for a good 15 after the interview), and the fact that Lloyd Irvin chose to not only redirect attention away from two sordid situations, but also tried to capitalize on it turns my stomach...so I may be a bit biased...but I will go ahead and claim that business changes nothing. It's not some sort of moral counterbalance that can change the intent, or the effect of an action. It definitely can't change the culpability or credit of one practicing.
This is something I think about a lot and am still trying to work out...my day job is one where business and humanity are tangled and twisted on a day to day basis. Fiscal well being is pitted against human aid 24/7. I understand the benefits of business...the good capitalism and the free market can bring to people. I also know, all too well, the dangers of the free market and the siren song of private enterprise. I believe that business should exist ONLY for the betterment of humanity and never for its own sake or to satiate the vices of an individual or group. That is where I think the dividing line is. In both these situations I asked myself WHY is business being inserted...Why did the Gracie's mention their academy and online programs during a discussion of something so serious? Why did Lloyd Irvin post a page advertising a rape defense seminar? In both cases, I believe the answer is advertising...efforts to spread their product to the masses. After that, the only question is what do they hope their consumers will gain from interaction with what they sell?
I'm making a bit of a leap here, but while I cannot know, I do believe that the Gracies see their product as something meant to benefit the individual and community. Though I have a distaste for sales in general, I do not fault them for their advertising. Irvin though...I began researching his marketing WAY back at the beginning of the Branding series and...well...even the encouragement of Slideyfoot couldn't get me through the research to finish a piece. This blog isn't an academic or business blog, so I generally try to interview and review people and things that I enjoy spending time thinking about. His products...they passed that test on neither an aesthetic nor content level. The more I read about this situation, the more I realize my gut reaction was probably right.
"It's just business."
I read this in defense of Lloyd Irvin's morally reprehensible purchasing of lloydirvinrape.com (an effort to game search engines). I also read it as a condemnation of the Gracie video as nothing more than marketing fluff under the guise of acting on behalf of community welfare. In both cases, the claim being made is that essentially, the presence of a business interest negates the intent, ethics and morality of an action...Irvin did nothing wrong in trying to redirect negative attention away from his school--it was just business. Ryron and Rener do nothing right with their soul-soothing words--they just want your money.
I'll admit, I've become a bit of a Ryron Gracie fan-girl since interviewing him for GiFreak (the guy was cool enough to talk for a good 15 after the interview), and the fact that Lloyd Irvin chose to not only redirect attention away from two sordid situations, but also tried to capitalize on it turns my stomach...so I may be a bit biased...but I will go ahead and claim that business changes nothing. It's not some sort of moral counterbalance that can change the intent, or the effect of an action. It definitely can't change the culpability or credit of one practicing.
This is something I think about a lot and am still trying to work out...my day job is one where business and humanity are tangled and twisted on a day to day basis. Fiscal well being is pitted against human aid 24/7. I understand the benefits of business...the good capitalism and the free market can bring to people. I also know, all too well, the dangers of the free market and the siren song of private enterprise. I believe that business should exist ONLY for the betterment of humanity and never for its own sake or to satiate the vices of an individual or group. That is where I think the dividing line is. In both these situations I asked myself WHY is business being inserted...Why did the Gracie's mention their academy and online programs during a discussion of something so serious? Why did Lloyd Irvin post a page advertising a rape defense seminar? In both cases, I believe the answer is advertising...efforts to spread their product to the masses. After that, the only question is what do they hope their consumers will gain from interaction with what they sell?
I'm making a bit of a leap here, but while I cannot know, I do believe that the Gracies see their product as something meant to benefit the individual and community. Though I have a distaste for sales in general, I do not fault them for their advertising. Irvin though...I began researching his marketing WAY back at the beginning of the Branding series and...well...even the encouragement of Slideyfoot couldn't get me through the research to finish a piece. This blog isn't an academic or business blog, so I generally try to interview and review people and things that I enjoy spending time thinking about. His products...they passed that test on neither an aesthetic nor content level. The more I read about this situation, the more I realize my gut reaction was probably right.
Wednesday, January 16, 2013
Rocket Fuel...DAAAMN!
Sorry for the lightly-salted language, but I couldn't resist a News Radio reference (see video below).
So I'm once again making an effort to up my training frequency. While sheer fear used to be my biggest setback, now, it's my job. Unfortunately, contrary to what every internet forum, blog and my cardiologist said, I still take forever to come down after class. That wasn't too bad when class ended at 7:30, but now that I'm in the advanced class and not leaving the gym until around 9, I'm blowing past my 10:30 recommended bedtime on the regular. No big deal on a weekend night...I prefer staying up until around 2 anyway, but on a weekday? If I'm snuggling in to watch an episode of Aqua Teen Hunger Force, I'm going to be wreck at work the next day...and sleep is very important for a person who doesn't drink coffee and works a desk job in a very, very quiet office.
Enter Rocket Fuel. I've never been a workout supplement person...pre or post...but at the behest of Brownbelt Instructor (who knows many things about such things), I gave it a shot. My first encounter was with half a serving after a night class and magically, I went home feeling like a normal human being and was asleep by 11. The big test though, was ginastica natural. When I first tried it, ginastica was leaving me sluggish and drained for hours after the class. The most I could muster was dragging myself mindlessly through the green market and then crashing at home with bad sci-fi and a pile of laundry for folding. Now, I no longer have to choose between becoming more agile and not wasting half my weekend on bad CGI.
So what's in it? It's got all kinds of great things like creatine and beta-alanine and glutamine...fast acting carbs and protein for muscle building and such...all I know is it gets me to sleep and I don't wake up at 2am drilling spider guard on my sheets. The taste took me a bit to get used to...lemon-lime with faint undertones of chocolate (I'm thinking most people won't notice that though), but on the very bright side, it kills my post-gym lemonade cravings.
Perhaps I'm a bit biased (the colors to match GiFreak afterall) but I honestly recommend it to anyone new to the exercise game who has a hard time regulating their bodies after a workout. (They're running a 25% off special right now, and if you buy any combination of 2 of the supplement products, you get a free shirt so it's a great time to give it at try.)
So I'm once again making an effort to up my training frequency. While sheer fear used to be my biggest setback, now, it's my job. Unfortunately, contrary to what every internet forum, blog and my cardiologist said, I still take forever to come down after class. That wasn't too bad when class ended at 7:30, but now that I'm in the advanced class and not leaving the gym until around 9, I'm blowing past my 10:30 recommended bedtime on the regular. No big deal on a weekend night...I prefer staying up until around 2 anyway, but on a weekday? If I'm snuggling in to watch an episode of Aqua Teen Hunger Force, I'm going to be wreck at work the next day...and sleep is very important for a person who doesn't drink coffee and works a desk job in a very, very quiet office.
 |
| Brought to you by Rocket Labs |
Enter Rocket Fuel. I've never been a workout supplement person...pre or post...but at the behest of Brownbelt Instructor (who knows many things about such things), I gave it a shot. My first encounter was with half a serving after a night class and magically, I went home feeling like a normal human being and was asleep by 11. The big test though, was ginastica natural. When I first tried it, ginastica was leaving me sluggish and drained for hours after the class. The most I could muster was dragging myself mindlessly through the green market and then crashing at home with bad sci-fi and a pile of laundry for folding. Now, I no longer have to choose between becoming more agile and not wasting half my weekend on bad CGI.
So what's in it? It's got all kinds of great things like creatine and beta-alanine and glutamine...fast acting carbs and protein for muscle building and such...all I know is it gets me to sleep and I don't wake up at 2am drilling spider guard on my sheets. The taste took me a bit to get used to...lemon-lime with faint undertones of chocolate (I'm thinking most people won't notice that though), but on the very bright side, it kills my post-gym lemonade cravings.
Perhaps I'm a bit biased (the colors to match GiFreak afterall) but I honestly recommend it to anyone new to the exercise game who has a hard time regulating their bodies after a workout. (They're running a 25% off special right now, and if you buy any combination of 2 of the supplement products, you get a free shirt so it's a great time to give it at try.)
Sunday, January 6, 2013
Business in BJJ: Crowdfunding and For-profit Entities
Would love to hear from a securities attorney on this one, but some of the recent activities of a few BJJ-related companies has me a little suspect. I haven’t seen more than a couple, but it appears that some apparent for-profit companies have decided to use crowdfunding to raise capital to make…whatever it is they want to sell. I get it…after seeing someone rake in $1M, a buck at a time, the idea of doing likewise to get your fledgling BJJ company off the ground seems like a no-brainer. I’m a bit wary of the process for a couple of reasons…
Does it work?-Not going to call anybody out here, but the companies I have been watching, well, they aren’t exactly raking in the dough, and I think that’s because people would rather pay a few dollars extra for a great product than donate some change in the name of potential and a side of altruism. Potential funders have to be wondering…is this how it’s supposed to work? Isn’t crowd funding supposed to be for breathtakingly innovative startups, charities, political causes, community based art projects and the like? That brings us to…
Branding-How are customers (and potential customers) going to look at a brand after a crowdfunding campaign? It’s one thing if you’re making mouthguards and donating 80% of the proceeds to the Save the PuppyWhales campain. It’s another entirely if, well, you’re flexing your entrepreneurial muscle and want the public to do the heavy lifting–nothing inherently wrong with that, afterall, that’s how the stock market works, but that brings us to my third puzzlement.
Is it even legal?-Turns out this issue has come up before. In the world of crowdfunding, there’s this grey area where nobody’s 100% decided whether soliciting donations for a capitalistic endeavor constitutes a contract. If it does, well, your little project on IndieGoGo basically equates to an IPO and you and the SEC might need to have a conversation or two. I doubt our niche of BJJ is big enough to generate attention at the level of SEC vs. WJ Howey, but flying under the radar doesn’t equal flying legally.
So yeah…gonna be keeping an eye on this one.
Thursday, December 20, 2012
Business in BJJ: The Mata Leon Video
Unlike some previous controversies in the world of BJJ and sex, I'm willing to post this media because, well, the sex is the icing on the cake (as opposed to the cake itself) and there's actual jiu jitsu involved.
Straight out of the box...nice to see people putting effort into production. The action's better than most of the campy sci-fi movies I blow my Saturday afternoons on, but still strikes me as a little cliche. Overall though, this one left me with mixed feelings. Yes, it's a definite step up from a greezy chick in a tank top, but unlike the Rousey/Tate promo, I wouldn't give it credit for smart, or even inoffensive use of sex to push a product.
Confused customers: I thought this was an ad for women's gis--that is until I went to Mata Leon's site and saw that they didn't have products for women. I ran this past a couple of guy friends and one put it quite succinctly..."I don't want to buy clothes that a chick I want to nail would wear." So the woman who might want the gi can't get a product, and the guy who was the target audience, doesn't think the product advertised was for him. I'm guessing they just assumed the men watching the ad think gis can only be worn by men.
Sexy Overload: I will sing this from the rafters, sex selling is not a law of physics. Overt sex has been proven to be distracting. Using anything too visceral in advertising is a risky game...humor, disgust, creep-factor...hit people too hard in these areas and they get distracted. Distracted customers don't remember brands when it's time to shop. I initially watched this video and went about my business. Five minutes later, I remember the woman's haircut, the shower sink, the apartment layout, but not the company that was trying to sell me something.
Questionable Business Practices: It takes a good bit of effort to connect with your customers in an ad, and there was one image of the brand name and more detailed looks at the woman's rear than the product, which is a shame. I love the idea of good companies making a good product, trying new things and succeeding. I want to see people finding ways to make a living doing things they love and supporting the communities they're connected with. Ads like this, I think are a genuine effort to do business better, but they likely jeopardized their own effectiveness in an effort to get attention.
So yeah...all that said, I'm thinking that maybe, just maybe this is what progress looks like. Yes, the ad fails the gender-replacement test (f there'd been a dripping wet man in that shower and a close up on a pair of boxer-briefs being pulled up, well, you get the idea.), but cultures just don't make big jumps and perhaps a well-made commercial with bits of sexualization is a step in the right direction...maybe.
Straight out of the box...nice to see people putting effort into production. The action's better than most of the campy sci-fi movies I blow my Saturday afternoons on, but still strikes me as a little cliche. Overall though, this one left me with mixed feelings. Yes, it's a definite step up from a greezy chick in a tank top, but unlike the Rousey/Tate promo, I wouldn't give it credit for smart, or even inoffensive use of sex to push a product.
Confused customers: I thought this was an ad for women's gis--that is until I went to Mata Leon's site and saw that they didn't have products for women. I ran this past a couple of guy friends and one put it quite succinctly..."I don't want to buy clothes that a chick I want to nail would wear." So the woman who might want the gi can't get a product, and the guy who was the target audience, doesn't think the product advertised was for him. I'm guessing they just assumed the men watching the ad think gis can only be worn by men.
Sexy Overload: I will sing this from the rafters, sex selling is not a law of physics. Overt sex has been proven to be distracting. Using anything too visceral in advertising is a risky game...humor, disgust, creep-factor...hit people too hard in these areas and they get distracted. Distracted customers don't remember brands when it's time to shop. I initially watched this video and went about my business. Five minutes later, I remember the woman's haircut, the shower sink, the apartment layout, but not the company that was trying to sell me something.
Questionable Business Practices: It takes a good bit of effort to connect with your customers in an ad, and there was one image of the brand name and more detailed looks at the woman's rear than the product, which is a shame. I love the idea of good companies making a good product, trying new things and succeeding. I want to see people finding ways to make a living doing things they love and supporting the communities they're connected with. Ads like this, I think are a genuine effort to do business better, but they likely jeopardized their own effectiveness in an effort to get attention.
So yeah...all that said, I'm thinking that maybe, just maybe this is what progress looks like. Yes, the ad fails the gender-replacement test (f there'd been a dripping wet man in that shower and a close up on a pair of boxer-briefs being pulled up, well, you get the idea.), but cultures just don't make big jumps and perhaps a well-made commercial with bits of sexualization is a step in the right direction...maybe.
Thursday, September 6, 2012
Business in BJJ: Branching Out
I heard on the radio today a stat that said 50 Cent made 3x in his deal with Vitamin Water than he has making music. Selling out or not, diversification can reap some pretty big rewards...not just financial, but in brand awareness, networking connections and business experience.
That's why when I saw that Combat Corner has been running tournaments, my first thought was that it was a great idea. Considering the fact that tournaments can easily devolve into fiery balls of confusion with frustrated, food-deprived athletes clawing at your coat tails, I give them props for keeping it up. If it works out though, I think it'll be a great deal for them. They'll have participants being exposed to your brand at the actual tournament, huge opportunities to create interactions with their products and winners listing their tournament name on their grappling resumes from here to eternity.
They've got some good marketing heads over there.
That's why when I saw that Combat Corner has been running tournaments, my first thought was that it was a great idea. Considering the fact that tournaments can easily devolve into fiery balls of confusion with frustrated, food-deprived athletes clawing at your coat tails, I give them props for keeping it up. If it works out though, I think it'll be a great deal for them. They'll have participants being exposed to your brand at the actual tournament, huge opportunities to create interactions with their products and winners listing their tournament name on their grappling resumes from here to eternity.
They've got some good marketing heads over there.
Tuesday, September 4, 2012
Business in BJJ: Put the Pop Biz books DOWN.
You know what was great about my time in business school? Not one...not a sole pop business book. Nothing telling us to think like a millionaire or meditate our way to wealth. I'm thankful for that not because I enjoyed reading 10-Ks all weekend (I just gagged a little), but instead because now, I know crap when I see it.
I can tell when I'm being being presented with motivation to succeed vs. being given the tools to do so. I know...clearly...when a book sells association with the concepts as wealth disguised as a path to riches. Honestly though...seeing that doesn't take a degree.
Don't get me wrong. Some pop biz books that are good. I file Gladwell, Nicholas and Godin under that category and none of them promise a thing. They give insight, interpretation, opinion and perspective. No methods to shape the mind, no enticements of a new life...just a different look at a system you might want to navigate.
...So today I read this...list...of principles rich people apparently use when they do their very expensive thinking. I read, I was offended. I questioned if anyone could believe this. Then I realized that some people want so desperately to be rich that they would fund another's trip to the mountaintop just for the sake of being spit on by a silver spooned tongue. I gagged again.
The article ends with this quote:
"The masses have been brainwashed to believe it's an either/or equation," he writes. "The rich know you can have anything you want if you approach the challenge with a mindset rooted in love and abundance."
From Steve Siebold, author of "How Rich People Think."
Dude, seriously? Since when is magical thinking a plan? Can I get some stats on how often that works out for people?
OK OK...so this isn't just a business rant. It actually does pertain to BJJ because I'm seeing more and more of this exact same concept creeping its way through our world. More trite little sayings, doled out in SunTzu-esque style, whispering tales of gain just inches beyond our reach...if only...if only we'd believe. It's subtle still, but a fire rises*. Every niche sees it, because niches are built on people doing things they love...and it's a common trope that making a living doing what you love is the secret to everlasting happiness and X-ray vision. Every niche has people that will sell this product...every niche has people that will buy this product.
...and that's all I've got to say about that.
*apologies, but I LOVED The Dark Knight Rises. Expect future references...and images of Bane.
Screw it...
I can tell when I'm being being presented with motivation to succeed vs. being given the tools to do so. I know...clearly...when a book sells association with the concepts as wealth disguised as a path to riches. Honestly though...seeing that doesn't take a degree.
Don't get me wrong. Some pop biz books that are good. I file Gladwell, Nicholas and Godin under that category and none of them promise a thing. They give insight, interpretation, opinion and perspective. No methods to shape the mind, no enticements of a new life...just a different look at a system you might want to navigate.
...So today I read this...list...of principles rich people apparently use when they do their very expensive thinking. I read, I was offended. I questioned if anyone could believe this. Then I realized that some people want so desperately to be rich that they would fund another's trip to the mountaintop just for the sake of being spit on by a silver spooned tongue. I gagged again.
The article ends with this quote:
"The masses have been brainwashed to believe it's an either/or equation," he writes. "The rich know you can have anything you want if you approach the challenge with a mindset rooted in love and abundance."
From Steve Siebold, author of "How Rich People Think."
Dude, seriously? Since when is magical thinking a plan? Can I get some stats on how often that works out for people?
OK OK...so this isn't just a business rant. It actually does pertain to BJJ because I'm seeing more and more of this exact same concept creeping its way through our world. More trite little sayings, doled out in SunTzu-esque style, whispering tales of gain just inches beyond our reach...if only...if only we'd believe. It's subtle still, but a fire rises*. Every niche sees it, because niches are built on people doing things they love...and it's a common trope that making a living doing what you love is the secret to everlasting happiness and X-ray vision. Every niche has people that will sell this product...every niche has people that will buy this product.
...and that's all I've got to say about that.
*apologies, but I LOVED The Dark Knight Rises. Expect future references...and images of Bane.
Screw it...
Monday, August 27, 2012
Business in BJJ: How much for jiu jitsu?
Can over an Slideyfoot.com brought a great discussion to my attention today. Check it out here at MixedMartialArts.com. They're discussing whether it's reasonably possible to make a good living--like six figures good--as a BJJ instructor. We all know Lloyd, Marcelo and Renzo, but how many non-household names are pulling it off? The OP asked a great question.
While I can only guess how many are really "living the dream", this response gets at the heart of what I think is key...
A lot of people have this romantic idea of BJJ being taught by a carefree brazillian that shows up late teaches a wonderful class and then rolls around all while dispensing yoda like pearls of wisdom...From what I've seen those guys can't pay rent and usually don't end up having their own spot...Most of the places I've seen that are successful are run by people who are the actual main teacher and treat it like an honest to goodness day job...there are contracts, they sell overpriced merchandise all the usual stuff that people on message boards laugh and point fingers at.
Did you hear that? The money's not coming just from teaching. All the big names out there...they all know that if you want to succeed as a business, you're at an advantage if you have money coming in from multiple directions. Forget just BJJ/MMA, this is great advice for life. I don't know why this song isn't sung as much lately, but these days, with the concept of a reliable job lying snugly six feet under, it's something everyone should think about.
So will you be a Lloyd or a Yoda? Live for the jitsu or the checkbook? I am not a fan of the hard sell. I'm very "soft" as far as MBAs go, so I know that's a rough line to walk. I love the idea of a currency-less society (there's a reason I'm a Trekkie), but the pragmatist in me fights eternal. Most people who train actually love and have a deep respect for jiu jitsu, so there will always be that internal conflict.
Why? Because money being what people have made it, sullies anything whose worth it measures. That said, setting a price communicates value. It's why Rolex* tripled their price in the early 20th century to set itself apart (it worked beautifully and they saw sales soar in response to perceived value). There are simply some things for which value is not obvious (rolling around on the ground with sweaty men?). Sometimes people need the cue of cost to part with their cash. Free is nice, Free is friendly,but free also sends a message of expendability. Moral of the story? Know what your market will tolerate, but do not undercharge for your services. (If you're running or starting a business, click that link. Explore that site. Use their services.)
The sinews of war, the love of which is the root of all evil, the shakles of labor--call it what you will, but money reflects and magnifies what we human beings are like. I'm willing to guess that the reason many of us don't want to charge what our services are worth is because then...then we will get real, concrete feedback about where we stand in the world where we sell. If we constantly undercharge, people will always marvel about how wonderful a product they get for so little. We will never tire of hearing the inflation of our value magnified by the deflation of cost...but if we charge what we're worth, a friend might not find our instruction to merit his $125 a month and instead choose a bar tab over becoming a blue belt. We will, in short, have to attach a real, unflinching number to what we may dream is invaluable. We may have to say no to that student we cut a deal for who's SUPER dedicated for all of 5 months, but who never internalized the true worth of our time and attention because he was never forced to. We may have to accept that what we find priceless, others find overpriced. That's hard and that's real.
*it's been a while since I took a marketing course and Rolex might be the wrong watch maker
While I can only guess how many are really "living the dream", this response gets at the heart of what I think is key...
A lot of people have this romantic idea of BJJ being taught by a carefree brazillian that shows up late teaches a wonderful class and then rolls around all while dispensing yoda like pearls of wisdom...From what I've seen those guys can't pay rent and usually don't end up having their own spot...Most of the places I've seen that are successful are run by people who are the actual main teacher and treat it like an honest to goodness day job...there are contracts, they sell overpriced merchandise all the usual stuff that people on message boards laugh and point fingers at.
Did you hear that? The money's not coming just from teaching. All the big names out there...they all know that if you want to succeed as a business, you're at an advantage if you have money coming in from multiple directions. Forget just BJJ/MMA, this is great advice for life. I don't know why this song isn't sung as much lately, but these days, with the concept of a reliable job lying snugly six feet under, it's something everyone should think about.
So will you be a Lloyd or a Yoda? Live for the jitsu or the checkbook? I am not a fan of the hard sell. I'm very "soft" as far as MBAs go, so I know that's a rough line to walk. I love the idea of a currency-less society (there's a reason I'm a Trekkie), but the pragmatist in me fights eternal. Most people who train actually love and have a deep respect for jiu jitsu, so there will always be that internal conflict.
Why? Because money being what people have made it, sullies anything whose worth it measures. That said, setting a price communicates value. It's why Rolex* tripled their price in the early 20th century to set itself apart (it worked beautifully and they saw sales soar in response to perceived value). There are simply some things for which value is not obvious (rolling around on the ground with sweaty men?). Sometimes people need the cue of cost to part with their cash. Free is nice, Free is friendly,but free also sends a message of expendability. Moral of the story? Know what your market will tolerate, but do not undercharge for your services. (If you're running or starting a business, click that link. Explore that site. Use their services.)
The sinews of war, the love of which is the root of all evil, the shakles of labor--call it what you will, but money reflects and magnifies what we human beings are like. I'm willing to guess that the reason many of us don't want to charge what our services are worth is because then...then we will get real, concrete feedback about where we stand in the world where we sell. If we constantly undercharge, people will always marvel about how wonderful a product they get for so little. We will never tire of hearing the inflation of our value magnified by the deflation of cost...but if we charge what we're worth, a friend might not find our instruction to merit his $125 a month and instead choose a bar tab over becoming a blue belt. We will, in short, have to attach a real, unflinching number to what we may dream is invaluable. We may have to say no to that student we cut a deal for who's SUPER dedicated for all of 5 months, but who never internalized the true worth of our time and attention because he was never forced to. We may have to accept that what we find priceless, others find overpriced. That's hard and that's real.
*it's been a while since I took a marketing course and Rolex might be the wrong watch maker
Saturday, July 21, 2012
Business in BJJ: A gi? Made in the US?
I'm genuinely intrigued by the premier of American Gi Company. Not just because a new company hitting the market is fun to watch, but this company in particular has set out to solve the age kinda-old American manufacturing problem. You all know it. The cost of American labor is (relatively) high and that cost gets reflected in products as prices most Americans don't want to pay. Thanks Walmart*.
That simple relationship drives most gi manufacturers to places like Pakistan, Brazil and Hong Kong, where quality products can be made relatively inexpensively. Gone are the pre-Deming days of poorly made Japanese (and Taiwanese) products, guaranteed to fall far short of their American counterparts. Now, products can be made just about anywhere (except Western Europe and Canada) at a lower price than they can be domestically (yes, even considering transportation) with reasonable quality. This is why the American Gi Company is such a big deal. If they can pull this off at a reasonable price, they will have cracked the Riddle of the manufacturing Sphinx.
Manufacturing costs can be a tricky thing, especially overseas. You're constantly playing exchange rates against local taxes against shipping costs against political unrest and myriad other fluctuating costs. One of the benefits of manufacturing in your home country is forgetting that extra level of complexity. I believe the AGC has timed this pretty well. One of the upsides of the drop in the American dollar, of any currency actually, is a decreased benefit in offshoring manufacturing and services. When the EU saw a jump in the Euro a few years back, the US saw European manufacturers moving their factories to our shores to take advantage of an educated, trained work force, stable currency and government and cheaper labor. It's ironic, but part of how the system works.
I'm chomping at the bit to see the prices of the 1776 model (props to them for focusing their branding around American history and going deeper than just plastering flags on gis) and how it compares to non-US made gis. If they can get a quality product out for reasonable prices, I suspect they'll see some solid success and staying power.
*I loathe Walmart on multiple levels.
Monday, July 16, 2012
Business in BJJ: Effective Commercials
I raved a while back over the commercials at BJJ Weekly as part of the branding series. Today I was sent a great, concise, driving commercial that premiers Combat Corner's ECO v2.0 gi. I went back a second time just to check out the track. It really doesn't get more straightforward than that. You see the product, you get pertinent info on the product, you hear music you wouldn't mind listening to again. Quality.
Sunday, June 17, 2012
So all the GiFreak work has me paying even more attention to
brands and marketing. There’s an up and coming brand—Inverted Gear—whose logo
smacked me in the face as soon as I saw it on a gi sleeve. It’s a cuddly, achromatic,
deliberate, Chinese break from the aggressive, industrial, Nippo-Brazilian logos that most companies and schools present to the public.
The logo? An upside down panda.
 |
| The logo |
Apparently, he was working on a lagartixa (gecko) sweep,
which he was originally introduced to by a friend as being done from “panda
guard”. After working it a few successful times in competition, his students
started calling him “Panda”. Later, at purple belt level, when his students
started asking him to make a patch that incorporated the panda, he decided to
veer off the angry-animal path. The logo was used on a few shirts and after
seeing the shirts at tournaments, people started asking if they could buy them
(that’s the power of a good logo right there).
 |
| The Patch |
Nelson tells me that the panda even acts as some sort of
furry, inverted Rorschach, with some people seeing an animal interpretation of
the Taijitu,
some seeing the panda as the simultaneous beginner and expert and others seeing
pandas embodying the constant and endless evolution of BJJ. The truth? The
panda survived into Nelson’s entrepreneurial endeavors because they invert
themselves and are gentle, sometimes technical creatures despite their weight
and strength.
Thanks to Nelson at Inverted
Gear for taking the time to talk.
Thursday, May 17, 2012
Business in BJJ: Niche Hunters-Gi Pants
If there's any piece of advice that you'll hear over and over again when starting a business, it's that you should find a problem that no one else is solving, and solve it. Sites like Amazon and Ebay...that first gelato or cupcake shop in your city...they all did it.
Well, I was puttering around DSTRYRsg today (I don't know why I don't spend more time on this blog) and ran across JGP.com...that stands for Just Gi Pants. Their mission? To solve the problem of gi pants that pass away before their time. Considering that companies are starting to sell pants separately more, I'm not sure if these guys are going to see a natural whittling away of the problem they've solved for just $39.99 a pair, but kudos to them for finding the hole.
Thursday, February 23, 2012
BJJ Weekly's site redesign made me sad, but it was a good idea.
I didn't catch on to BJJ Weekly until over a year into my training, but I loved its look from the start. The simple red, black and white. The unfussy logo that was little more than the site's name in a serifed font. The dude's back with the patch. The epic commercials. Loved it all. It was noble and clean, two words people don't necessarily associate with this gentle, grounded art. So when they announced they were going to change the site a couple of months back, I was intrigued as to what they'd come up with. When I saw the previews though, I was hurt. Like personally hurt.
What's with the orange? Why the blue background on the site? What's all this shiny? All the bumpy? So much...energy and brightness. Sad though I was, I think it was a good call. Two things had happened...brand redesign and website redesign. Each has its own impact.
Brand redesign happens for a number of reasons...new competitors, unwanted/unclear association with a brand, reflecting new strategic direction, even things just getting stale. We've seen it with everything from Google to Coke to the Denver Broncos to the Missile Defense agency. If I had to guess (and this is a complete guess, haven't talked to anybody over at BJJ Weekly), I'd put my money on a growing field of BJJ sites and newsletters hitting the web playing a part in the decision. It's important to keep yourself "fresh" in the eyes of your readers and, well, people have a tendency to get used to even the most beautiful and impactful things. I don't remember much from my online interior decoration classes, but I DO remember quite a bit of color theory, and if you ever want to project energy and electricity, bright orange is your friend. Add it to simple black and white and you get subtle verve. Paint a room with it and...well, you border on the exhausting and overwhelming, but all in all it's a dynamic and useful color.
Website redesign...this one's a must. Its should always be in synch with the company's master brand (or else potential customers may get lost), but it also has to keep readers interested, and is also necessary to stay in compliance with current browser updates and SEO trends. It's been estimated as a need for any business that wants to stay relevant, anywhere from every 12 to 36 months depending on site complexity, which puts BJJ Weekly right on schedule.
So yeah, I think the new site will do them good, I think their readers will love it and thankfully, I can watch the commercials with tracks fit for a Lord of the Rings prequel on YouTube when I get nostalgic.
Sunday, February 19, 2012
Branding in BJJ: Predator-Black Eagle
Thanks to some help from Liam over at The Part Time Grappler, I’m doing my first branding profile on a gi maker.
I’m kicking it off with one from the UK
I’m not sure if it’s intentional or not, but the umbrella logo of Black Eagle (a soaring eagle on a red circle) very much invokes the “rising sun” of the Japanese flag. When creating their line of gis, this concept appears deconstructed, with the eagle standing alone, and the Japanese component showing up in lettering on the gis themselves.
What sets the Predator line apart though, is the subtle messages it sends. It projects an open and involved image, sharing sketches of gi concepts, photos of prototypes, and fostering discussion with its fans and potential buyers. It's doing an excellent job on its Facebook page of incorporating a solid mix of company news and posts that readers will find of practical use (gotta have both). It also creates wide-reaching product awareness through connections in the very active BJJ blog community, enabling it to continually take its image from a UK-based gi maker,
Their most intriguing message though, is the seamless consideration of women in their advertising. The ad above for their Predadora line has been named as a favorite for multiple bloggers and is honestly just a great example of a solid ad that gets attention without distracting from the brand itself. The ad is still has a softness and a femininity (something I think can successfully be maintained when marketing to women, even in contact sports) but is very much about jiu jitsu and the product in question.
On a side note, the previews of their new "Tamashii" gi are just gorgeous. I’m really looking forward to where they take their products and branding in the future.
Business in BJJ: How to use sex in advertising...
To play off one of Julia's most recent posts, this is how...
While I may not applaud the juxtaposition of the sexy and the deadly (though I do actually like the ad), I'm not offended by it. Men could be placed in the piece and it would be different, but still mostly unchanged. The athletic prowess of both women is clearly displayed and the sexy parts aren't sexualized. I actually think someone made an effort to tone down the sex in the video...short skirts and decolletage are visually obscured and shadows are strategically placed. You actually see more skin in the fight scenes.
I was feeling brave, so I took a look at the video comments, and anything sexual stemmed mostly from individual viewer interpretation. One comment said he wanted to see them kiss, but guys do the same stare-down, so that credit goes all to the guy watching.
Admittedly, you probably won't see John Jones prancing around in a suit to a grinding rock track for an ad anytime soon, but this spot is a step in the right direction. Maybe one day they'll even get rid of ring girls. I can only hope.
While I may not applaud the juxtaposition of the sexy and the deadly (though I do actually like the ad), I'm not offended by it. Men could be placed in the piece and it would be different, but still mostly unchanged. The athletic prowess of both women is clearly displayed and the sexy parts aren't sexualized. I actually think someone made an effort to tone down the sex in the video...short skirts and decolletage are visually obscured and shadows are strategically placed. You actually see more skin in the fight scenes.
I was feeling brave, so I took a look at the video comments, and anything sexual stemmed mostly from individual viewer interpretation. One comment said he wanted to see them kiss, but guys do the same stare-down, so that credit goes all to the guy watching.
Admittedly, you probably won't see John Jones prancing around in a suit to a grinding rock track for an ad anytime soon, but this spot is a step in the right direction. Maybe one day they'll even get rid of ring girls. I can only hope.
Subscribe to:
Posts (Atom)