Corporate Creative Licensing and Lawless Entertainment are joining forces with Extreme Group, the brand leading collection of youth driven sports companies.
The firms will be liaising with retailers and manufacturers worldwide to explore licensing opportunities within a range of categories including publishing, food, toys and games.
Developments are also underway for a licensing campaign around the EX brand for publishing deals and third party promotions. One focus will be a new character animation which will reflect Extreme’s core brand values.
Michael Gottlieb, head of licensing at CCL, will be spearheading the drive. “I first became very excited about a potential partnership with Extreme Group when I examined the brand and what it stands for: Vision, Passion, Irreverence, Freedom,” he said.
Extreme was started by Al Gosling in 1995 and is a collection of fast moving, youth driven companies active in over 70 countries. Gosling has turned Extreme into one of the fastest growing brands which now includes Extreme Hotels, Extreme Drinks and Ex Raw State to name just a few.
“I am very happy to be working in partnership with CCL and Lawless on this,” Gosling offered. “Like the Extreme Group, the two companies are run by great people, who are passionate, original and driven.”