The document discusses action sports as a significant lifestyle movement among Gen Y and Gen X consumers aged 10-28. It notes that over 23.5 million people actively participate in action sports with a total spending power of over $91 billion. Case studies are provided of how Surfdog Entertainment has consulted with companies like Best Buy, EA Sports, and 1-800 Collect on marketing strategies targeting action sports audiences through events, endorsements, and music/video game integrations.