How Target stays cool

Skateboarder Paul Rodriguez is the newest addition to Target’s stable of actions sports athletes. The retailer announced last week a new partnership with Rodriguez, an X Games legend, and indicated the Bullseye logo will appear on his board. Further details on the extent of the partnership were not provided, but the relationship could expand considerably if Rodriguez follows that path of Olympic gold medal snowboarder Shaun White. Target’s relationship with White blossomed from an initial marketing arrangement to a full blown merchandising initiative that resulted in line of clothing and shoes.

According to Rodriguez, “I grew up right across the street from a Target and have many memories of skating over to the store as a kid.” The store manager probably does too. Rodriguez added, “I've always loved their brand, and I am excited about the relationship and potential of what we can do together.”

Rodriguez has achieved great success in film and competition and holds the distinction of being the only three-time X Games Skateboard Street Gold medalist, won the first-ever Maloof Money Cup in 2008 and recently opened the Paul Rodriguez Skate Park in Pacoima, Calif. at the Ritchie Valens Recreation Center, according to Target.

“Paul is an amazing competitor and is the perfect personality to add to our program,” said Troy Michels, head of Target lifestyle marketing. “With so many accomplishments and a promising future ahead of him, Paul is a natural fit for Target and we're proud to have our brand represented on his skateboard.”

Target must like the results it get from affiliating itself with the likes of White and Rodriguez as the company has assembled quite a roster of sponsored athletes over the years. Others include BMX riders Mat Hoffman and Kevin Robinson, surfers Kolohe Andino and Carissa Moore, motocross riders Nate Adams and Ryan Dungey, mountain biker Alex Prochazka and skier Simon Dumont.