A new range of Extreme sports and energy drinks are set to hit the UK, as part of The Extreme Sports Company's first moves into the licensing business.
The company has awarded Nichols Plc - owner of Vimto Soft Drinks - the licence to produce branded sports and energy soft drinks. They will hit shelves in July.
The range includes Extreme Energy and Extreme Sport, both of which will target 18-34 year olds who are attracted to the extreme sports lifestyle.
Vimto is backing the campaign with a number of sampling events and in-store promotions across the UK. In addition, The Extreme Sports Company is supporting the launch with appearances and demonstrations by its Extreme Ambassadors - a network of grass roots experts including star of the BMX scene, Tom Isted - at key events and on its social media platforms during the summer.
Extreme is already an established youth media brand, which began when Al Gosling set up the Extreme Sports Channel in 1999. It is now working with licensees and strategic partners to build the licensing side of the business.
Key category targets include hotels, fashion, electronics, destinations, personal care, publishing, drinks and accessories.
"14 years ago I launched the Extreme Sports Channel to serve the hungry appetite of the youth market for extreme sports and the associated culture," said Gosling. "We now aim to build on Extreme's unique heritage and do the same beyond TV."
Gosling has brought on board an experienced senior management team in recent months to help develop the licensing business. Current EVP of consumer products at ITV, Jean-Philippe Randisi, has joined as an advisor and non-executive director.
Meanwhile, Natalie Horne has joined from The Walt Disney Company as global category director for fashion, personal care, consumer electronics and destinations, while Peter Oden takes on the role of global category director for food and beverage. He was previously at Monster Energy Drinks.
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