Last week I had the pleasure of accompanying Jamie Kelling, Andover’s first graduate to Generation 180, to the launch of Unicorn 2008.
Despite the negatives of being away from my family, it was a good opportunity to gain an insight into the operation and mind-set of the world’s leader in the sport of Darts.
Being no stranger to product launches, albeit the fast-moving-consumables type, I was fascinated in the way the strategies of R&D, Marketing and Modern-Day-Media were harnessed to communicate with the average darts enthusiast.
Noticeable was the lack of formality of the occasion. ‘A global organisation with a family feel’ with players and office staff mixing freely. There was a mood of ‘celebrating the last 70 years but a determination to remain ahead of the field’.
The talk is that the Premier League Darts audiences are almost on par with Premier League Football and with all the ills that have developed within football’s success - re-assured was I that our sport was in the hands of actual darts fans - from this angle at least.
I was also convinced that our Academy was in a genuine partnership, not just a passing whim or an easy publicity stunt – Unicorn has continually played down their pivotal part in our Academy.
The management team really does LISTEN – for this I can vouch as our Academy has had constant dialogue with Unicorn for over a year working together to develop the sport at grass route levels.
The THINKING and LEARNING characteristics appear to be evident in the way Team Unicorn is structured. It not only incorporates legends such as Lowe and Anderson, Taylor and Part at the pinnacle of their pyramid, it includes a host of burgeoning talent that promises to be tomorrow’s champions. The product range continues to get bigger and better and I am sure the new ‘Latinum and Lab’ will be huge successes.
As a player and fan, to spend a couple of days amongst these household names was akin to being ‘the kid in the sweet shop’ – without the stuffed feeling at the end.
There appeared little or no tension amongst what seemed a ‘who’s who’ of darting genius, in fact quite the opposite as the players offered themselves up for ridicule amidst some very amusing banter. Look for the Lock Stock and Three Smoking Barrels posters; I shall remember the photo shoot a very long time.
I was chuffed for Jamie too – after all this was his biggest day in darts! Not many 17 year-olds could have the ear of so many great players. Eventually realising that this was not a dream and indeed a reality, the inaugural Generation 180 member not only sought advice but also laughed and talked freely with his heroes.
No-one should deny Jamie his opportunity to join such an elite team for he has worked extremely hard for it and shows immense potential.
Generation 180 should encourage all youngsters out there with a similar passion knowing the opportunities are for real – The Andover Academy and Jamie are proof of that!
Having witnessed the desire to develop the products and players of tomorrow I have the feeling we will see Unicorn WINNING for sometime to come!