23 year old Errol Kerr has achieved lifestyle design with some serious innovation.
Kerr is a rising star in the super fast sport of Ski Cross, a newer sport that incorporates elements of freestyle skiing in a head to head competitive race format. Ski Cross became an Olympic Sport for the first time in the Vancouver 2010 Olympics. This is what Errol does when he skis. (Errol is in green with a yellow helmet)
Kerr has pushed himself to become a top competitor and one to watch in Ski Cross. However, he is doing it in a very innovative way that supports his lifestyle and gives him the opportunity to travel the world’s top ski resorts competing at lightning fast speeds.
An American living in California, Kerr used to ski with the US Ski Cross Team and he qualified to go to the Olympics with the US Team. Than Kerr hit upon another innovative plan.
Kerr switched teams – or rather Kerr built his own team – the Jamaican Ski Team (JST). You see Kerr is eligible to compete as a Jamaican because was born to a Jamaican father and retains Jamaican citizenship. As the only member of the Jamaican Ski Team Kerr no longer worries about competing for a spot on a national team, he just worries about qualifying for each race and winning. And qualify he did for the Olympics securing one of the 32 total ski cross spots.
The Jamaican Ski Team is an athletic and marketing enterprise that supports Kerr’s desired lifestyle. As a tropical country, Jamaica is clearly an underdog in snow skiing which gets attention. Helping the cause, Jamaica does have a Winter Olympics history with the Jamaican Bobsled Team featured in the John Candy film Cool Runnings. While the Jamaican’s did not qualify for 2010 in bobsled, their story help’s Kerr’s story.
To fund his dream, Kerr has picked up important endorsements and sponsorship deals from a number of companies including:
Alpine Meadows Ski Resort – Kerr’s main training ground, Alpine Meadows built a ski cross course for Errol so he could train for the Olympics. They have also sponsored events like Ski with Errol Kerr day. Errol skis with the Alpine Meadows Junior Ski Team when he is in town. Warren Miller Entertainment filmed Errol at Alpine Meadows in a segment for the 2010 film Dynasty.
Atomic boots and Briko helmets are Kerr’s ski gear sponsors. Briko built a custom helmet for Kerr that features the Jamaican colors and design. Dominator wax created a Jamaican wax line, and DeFeet socks created Jamaica ski team socks.
Spyder created a whole line of striking Jamaican Ski Team clothing, the largest ever for a skier sponsorship.
Spyder Clothing Line - Errol Kerr
Kerr got his Olympic Dream. He did not metal, finishing 9th place overall, but what a thrill to be able to compete at the Olympic level and know you are one of the top ten ski crossers in the world. Also, Kerr performed better than all his former American teammates, placing 14 spots above the fastest American team member Casey Puckett.
Forming his own team came with some other benefits. as the only Jamaican to compete in the Vancouver Olympics, Kerr was the flag bearer for Jamaica. In both the opening and closing ceremonies, Kerr waved the distinctive black, gold and green flag high for hundreds of millions to see. Competing for a tropical nation also earned Errol Kerr far more media coverage than being just part of the US team would have ever generated. In fact, would you be reading this story if Errol Kerr had skied for the US Team instead? Likely not.
Lessons learned:
1. Pick a Goal and Work Toward the Goal. If Kerr had not vowed to go to the Olympics and worked hard at it, his Olympic Dream would have never happened.
2. Be Innovative. There are rules to succeed, but there are always multiple paths to success. If one path seems closed or more difficult get creative. Tim Farris beat the Chinese at kick boxing by pushing guys off the platform. Errol Kerr got to the Olympics by making his own team.
3. Stand Out from the Crowd. By doing something crazy – skiing for a tropical country with style – Errol Kerr created a buzz and generated sponsorship deals that would be impossible for just another guy on the USA Ski Cross Team.
4. Build a Brand that is Memorable. The Jamaican Ski Team brand, with strong gold, black and green colors, is certainly memorable. It is also improbable and exciting. If you wear a JST jacket or hat you will definitely get comments and that leads to the story of how Errol Kerr got to the Olympics. The right brand builds word of mouth driven success.
5. Speak up. Kerr told this blog “Let people know about what you love and inspire them to be the best that they can be.” Kerr is now being asked to give motivational speeches. Kerr spoke following the Ski Cross World Cup in Blue Mountain, Ontario to 100 at risk youth had been bused up from Toronto to enjoy their first day of skiing. Their day on snow was followed by hearing Jamaica’s Kerr speaking to them about: “Be the best at what you do!” Kerr’s local home town Truckee High School has scheduled Errol Kerr to give their commencement address in June 2010.
I had the opportunity to interview Errol Kerr fresh back from the 2010 Vancouver Olympics. Enjoy.
Jade Dragon: What was the best part of the Vancouver Olympics for you?
Errol Kerr: The best day of my life was the ski cross race. It was incredible.
I would have to say that I also loved carrying the Jamaican flag at the Opening Ceremonies. It was the culmination of many years of dreams and hard work.
Jade Dragon: Do you see your ski cross career as a business and why?
Errol Kerr: Yes, definitely. It requires decisions, and prioritizing. There are so many opportunities that have come my way, and I try to take them step by step. It is a learning process.
Jade Dragon: You have built a great brand – the Jamaican Ski Team – around yourself. What tips can you share about branding yourself as a product?
Errol Kerr: Be yourself. Wear your favorite hairdo. Always try to be independent, but remember to work well with other people. Be patient. It doesn’t all happen at once. Listen to advice. Sometimes the harder road (if it’s the right one) is better. (For example, leaving the US Ski Team was like stepping off of a cruise ship into a dingy.) It’s harder, but the rewards are greater. There’s more creativity; more chances to make my own decisions; more innovative sponsorship opportunities.
Jade Dragon: You made it to the Olympics and you did well. What is your next goal?
Errol Kerr: Win Ski Cross World Championships in Deer Valley, Utah next year.
Jade Dragon: What is the best advice can you give to other young entrepreneurs?
Errol Kerr: Find what you love to do the most, work hard at it, and it will work for you.
Jade Dragon: Thank-you so much for taking the time to answer these questions. I wish you all the best in reaching your next goal of winning the Ski Cross World Championships next year.
Errol Kerr: Hope to see you in Sochi, Russia at the next Winter Olympics in 2014.
Time for you the reader to share. What is your next goal? Comment below.
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Fantastic story! I am definitely a huge fan of the idea that taking an unconventional road is by far and away often the best way to get to where you want to be going.