The 28-year-old is an action sport athlete entrepreneur, with a sponsorship fiefdom that has crossed over from the purely athletic realm to the everyday act of pouring a bowl of cereal — take a look at your kids’ Cheerios box. Watch for him in ads for Subway sandwiches, because they will be coming soon, too.
Well, not entirely. McMorris might be the guy doing crazy stunts on a snowboard and winning more X Games gold medals in slopestyle than anyone else in history, including American legend Shaun White, but beavering away in the background is a team that includes a filmmaker who spends two months a year documenting his every move, a manager, two agents and a content team, plus a bunch of advertising agency people on the other side of the table managing the McMorris account.
McMorris revealed himself to be funny, self-effacing and humble, another holy trinity of admirable, Canadian consumer-friendly traits. Those words might come as a nice pat on the back for an athlete-entrepreneur who has been hustling ever since he was 15 years old, which is when McMorris met his agent, or one of them. Jasen Isaacs then introduced him to the good folks at Burton, Red Bull and Oakley. They have been with him ever since.
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