Extreme Sports Company makes licensing move

Vimto Soft Drinks to launch 'Extreme' drinks range in the UK as licensing plans step up a gear.
Publish date:
Social count:
1_Extreme Sport.jpg

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.

Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.


Featured Jobs

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

SanrioJob Logo 620 x 349

Creative Manager

Best known for global icon Hello Kitty, Sanrio has a portfolio of more than 400 characters. We license a unique collection of branded gifts, stationery and fashion accessory items while collaborating with the most respected companies in the world. Our EMEA business coordinates the development licensing throughout Europe, Russia, Middle East, Africa, Asia (for Mr Men), Australia and New Zealand. An exciting, permanent opportunity has come up at our London office to lead our Design team as Creative Manager (m/f)

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.