Sex Sells – The Girls of ISPO 2011

The Reef stand is always one of the most popular at tradeshows. Can't think why...

Have you lost the marketing war as soon as you resort to using sex? Quite possibly, but no one appears to have told the snowboard industry. As well as all the new 2011 – 2012 snowboard products, this year’s ISPO tradeshow in Munich has involved more gratuitous flesh than a night out in Newcastle. Perhaps inspired by the recent success of the Burton Love series and the Nidecker Pamela Anderson snowboard, we’ve seen a ton of brands using risque graphics (not to mention the odd promo girl) to shift their product. Heck, Ride have even turned their stand into a bonafide den of iniquity, hiring in a few of the local strippers to put on regular pole dance shows and handing out tokens for a live peep show in which the girls gyrate before the new boards and boots (and yes, that is as weird to look at as it sounds). It sure isn’t the most imaginative strategy, but as the crowds of folk spilling outside the Ride stand prove, sex still sells. Here’s a collection of the finest, fittest and filthiest offenders.

Strange, they look stoked to be wearing bikinis in February!
an alternative view of the Reef marketing department's erm assests.
You can't deny it works though. How happy does this dude look?
Rome set the tone with this massive banner on their stand...
...before Ride lowered it with their 'Live show' stand
Where these ladies of the night hung out in booths promoting the products

This sick sex-tourist wanted her photo taken with this gorgeous fella from Malaysia
Some of the promo girls were visions of chaste beauty...
...others weren't.
A haggered old whore. And some bird with her nips out.
These two were walking around inviting people to party with them on the Contour stand. Wonder if they had many takers?
A couple of lovely ladies rocking what can only be described as romper suits. For romping in, obviously.
The sweet, smiley, all-natural, clearly-wearing-no-knickers-look
This was what the Rossignol stand looked like. Supposedly it had a 'school' theme. I don't know what schools look like in France, but I'm pretty sure I don't remember mine being like this!
The Bula stand. Obviously.
Spacejunk Gallery was displaying this artwork on their stand.
'So this one time, at band camp...' the moustachioed Barvarian trumpeters find a way to make their music more appealing.
Even the products were getting in on the action - look at this saucy stick from Thirty-Two.
Whereas Capita went one better and had some bird with shit shooting out of her tits! Apparently they call this board the 'Totally F'in Awesome!!'
There's no fuckin' about with Yes Snowboards. This graphic takes the sex sells trend to it's errr illogical conclusion. 'Parrently this got them into a bit of trouble in the US.


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