Meet the club-goer. Today he woke up thinking that, compared to the typical weight of his miseries, the day feels quite light. Upon waking up, he suddenly decided to go to the club tonight. Prior to this happening, he makes a pact with himself to do his duties: deliver to society and eat his meals. Perhaps even go for a little run? The thought of running charms him immediately, and the next thing we see is him running. As he runs by the secondhand shop, his thoughts begin shuffling the colors of classic logos: Hip-Hop, happy meals, all MTV channel extensions, Vans shoes purchased every six months. Although he is not a big fan of retromanic gestures, the club-goer wouldn’t mind wearing a logo – or two – in the club tonight. Just like before, he could commemorate his teenage years with someone who would empathize with the logo.
We bevinden ons in een snel veranderend medialandschap. Technologische ontwikkelingen zorgen voor veranderingen in het mediagedrag van de consument. On demand kijken is volledig ingeburgerd en zeker Millennials kijken nauwelijks nog op een lineaire manier televisie. Live sport lijkt een uitzondering en een garantie voor hoge kijkcijfers. Vanwege de real time suspense vormt sport namelijk een uitzondering op de regel. Het is dan ook niet gek dat de strijd om sportuitzendrechten heviger is dan ooit. De concurrentie komt daarbij niet langer alleen van collega-mediabedrijven, ook nieuwe en niet-traditionele mediapartijen mengen zich in de strijd.
During the last twenty years, a remarkable new type of service has been developed in the world of sports, which can be described as the indoorisation of outdoor sports. Typical outdoor sports like climbing, skiing, surfing, rowing, and skydiving, which used to be exclusively practiced in a natural environment of mountains, oceans, rivers and the air, are now being offered for consumption in safe, predictable and controlled indoor centers. The present article emphasizes the rise of indoor lifestyle sports, such as rafting, snowboarding, skydiving and surfing. It discusses the conditions under and ways in which commercial entrepreneurs in the Netherlands have created this market, the meanings that they have ascribed to their centers and the dilemmas with which they have been confronted. It is argued that the rise of this economic market cannot be understood if it is solely interpreted as the result of economic, technological or natural developments. These economic activities were also embedded in and influenced by shared understandings and their representations in structured fields of outdoor sports, mainstream sports and leisure experience activities. A better understanding of the indoorisation of outdoor lifestyle sports can be achieved by recognizing how these structures and cultures pervaded the rise of this new market.
