«Back   Goin' Big: Gotcha and the Evolution of Modern Surf Style Price: $65.00 SKU: MM_GOTCH01 Goin’ Big: Gotcha and the Evolution of Modern Surf Style, by Kevin O'Sullivan, chronicles the crazy up and down journey of one of the surf industries most pioneering and influential brands: Gotcha - a brand whose visionary marketing and design became a gateway to the action sports industries future.It is a story of bold action and innovation of ambition and overreach and of how success can so easily become its own biggest enemy. 225 pages including 150 pages of award winning advertising and product designs. How did Surf Culture become a multi billion dollar global phenomenon? The tipping point came in the late 80’s and nineties when a few pioneering brands captured the surf identity and translated its style into clothing for the masses. One company more than any other set the table for the feast to come. That company was Gotcha. Gotcha was a risk taking idea factory, a creative foundry that took gambles and broke rules. It created a blueprint that action sports brands still follow and its designs, widely considered to be a creative benchmark, are still referenced throughout the industry today. This is the inside story of how the brand rose to prominence and then fell dramatically – a manual for the do’s and don’ts of branding in the action sports market, and a must have for anyone interested in how surf culture became youth culture and how creativity is still the single most important factor in building a youth franchise Qty: