Greening the gold: a review of the environmental turn in skateboarding and the push for sustainable olympics
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Willing, Indigo
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This paper explores skateboarding as an opportunity for sustainability-related diplomatic and place-branding opportunities in the Olympic Games and its host cities. The rise in popularity of skateboarding also makes it a highly visible example of how the Olympics can turn, or conversely, exacerbate, the environmental footprint of the Games. We explore two main lines of inquiry: How might the inclusion of skateboarding in the Olympics mark a turning point for a ‘greener’ image of the Games? And: how can skateboarding facilitate a minimalist and adaptable approach to conducting sport events more sustainably by using a city’s already existing infrastructure?
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Place Branding and Public Diplomacy
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This publication has been entered in Griffith Research Online as an advance online version.
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Marketing
Communication and media studies
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Duester, B; Willing, I, Greening the gold: a review of the environmental turn in skateboarding and the push for sustainable olympics, Place Branding and Public Diplomacy, 2026