Firm looking to push free running brand into new areas at Olympia event next month.
AT New Media is looking to boost the Urban Freeflow brand further into the licensing arena, targeting the interactive sectors as well as the more traditional licensing areas.
Urban Freeflow is the world's largest free running, or Parkour, organisation. It was responsible for the recent Barclaycard World Freerun Championship, which was held last week at the Roundhouse in Camden, London.
A specially designed indoor course was constructed for use by more than 20 of the world's top free runners.
Free runners typically make use of their everyday urban surroundings, such as buildings, walls, fences, railings, stairwells, posts and balconies to move through their environment in a fast, flowing and controlled way. Jumps, spins, grabs, vaults, climbing and other moves are strung together.
"Free running is becoming more and more popular," said EZ, the founder of Urban Freeflow. "People all over the world are now seeing free runners in movies and on TV, they want to try it for themselves. The sport is now being taught in schools and adult classes are appearing in several countries.
"At Urban Freeflow we're creating the hub for this new sport and the community appearing around it. Working with AT New Media means that we can push free running into new areas and expose even more people to this popular and rapidly growing new sport."
Paul Comben, CEO of AT New Media, added: "Free running is the perfect licence for all sorts of licensees and retailers and we are available to meet them at Brand Licensing Europe."