That’s a hard no.

Electric skateboarding isn’t cool. It’s 45 year old dudes with a cut-price mid-life crisis.

Liquid wants to turn that around.

Part of the problem with e-boards is the hassle of connecting remote controllers. Skateboarding should be spontaneous.

Liquid have developed a new e-board with the feel and flow of a real skateboard. No remote needed. Just jump on and cruise the city at up 25km/h.

Target market & Strategy

This was never going to appeal to the hardcore skateboard niche. We were pitching this to young professionals as a cool way to commute. Skateboarding is seen as cool but inaccessible. It’s difficult, it hurts, and the skateboarding community isn’t exactly welcoming to outsiders.

Our objective was to make skateboarding accessible to non-skaters, while still keeping an authentic skate vibe.

We focused on how neatly the Liquid board meshes with our target market’s lifestyle; easy to carry, easy to get around, it’s no problem taking it into cafes or onto airplanes. We used breezy, accessible graphics and videos, and some flowy “city surfing” clips that really nailed the product’s upsides. We highlighted the shallow learning curve and the safety features to help non-skaters “get past no”. And we left the copy and the overall feel a little raw around the edges because Kickstarter is about passion and invention, and overly polished marketing doesn’t mesh.

Check out the Kickstarter page here.