Goin' big

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.