Action sports event and entertainment brand Nitro Circus has launched its first online store, offering exclusive apparel as styled by its line-up of extreme athletes.
The site - shop.nitrocircus.com - features an initial roll out of t-shirts, sweatshirts and headwear from '47, featuring the same designs as worn by Nitro Circus athletes such as Travis Pastrana.
Many of the lnies featured on the site are over 18 months in the making and the result of an extensive collaborative process spearheaded by the Nitro Circus team, icludig Jonathan Dupree, global creative head, consumer products.
“These new designs look and feel great, and after wearing this gear on tour they can take all of the punishment we dish out,” said Pastrana. “I think fans are going to be really excited, too. We all remember wanting to follow in our heroes’ footsteps as we came up.”
This announcement represents the first phase of Nitro Circus’ extensive licensing and consumer products strategy. In the coming months, Nitro Circus will unveil an expansive collection globally across both soft-lines and hard-goods inclusive of sporting goods, toys, video games and more.
“This site is a huge step forward for Nitro Circus, not only from a revenue standpoint but also for brand growth,” said Mike Porra, Nitro Circus CEO and creative director. “At the same time, it helps us connect with our fans and gives them another way to experience Nitro Circus.”
“This is just the first step in a comprehensive plan extending our licensing range into consumer products,” concluded Peter Maule, global head of licensing for Nitro Circus. “Going forward, we will apply the dynamic brands of both Nitro Circus and our athletes to reach fans worldwide.”
Shop.nitrocircus.com is a joint venture with Nitro Circus and global licensing leader Velocity Brand Management (VBM). Already Nitro Circus’ agency of record in Australia and New Zealand, VBM brings years of experience with the biggest brands in sports including the National Basketball Association (NBA), English Premiere League (EPL), NRL Australia and more.