London based lifestyle company, The Extreme Group have announced a partnership with the globally renowned and Baltimore, USA based Roy Higgs associates.

This venture will see the Extreme brand and Roy Higgs associates expand across all continents to anchor retail malls, mixed-use and entertainment developments, with a range of "Extreme" facilities including skate tracks, climbing walls and surf waves.

The joint partnership is targeted to the Middle East, USA, South East Asia, Europe and India, and is already negotiating two projects in the USA and Middle East.

In a first for both companies, Extreme and Roy Higgs associates will join forces to leverage their collective experience, creative talents and lifestyle brand positioning to develop global themeparks.

United, they will produce new Extreme branded leisure destinations that will also include Extreme parks, attractions, retail, hotels and restaurant brands.

The Extreme Group CEO Al Gosling said, this is another significant milestone for the Extreme Group and further demonstrates the fierce competitiveness and expansion of the company.

"This is huge and will be as big as we can imagine; the sky is the limit and the world our playground with this," Mr Gosling said.

"Roy Higgs associates brings more than 20 years of experience dreaming, designing and creating memory-making destinations for developers around the world and Extreme is very excited to have partnered with the global entity," he said.

Lead by CEO Roy Higgs, Roy Higgs associates is one of the world's leading leisure design firm's with award winning projects such as Expo-Xplore, Durban, South Africa; Fenerbahce, ‹lker city, Istanbul, Turkey; Westgate City Phoenix, Arizona; Supermall Bandung, Bandung, Indonesia, Jewel of India, Jaipur, India; Town Square, Las Vegas, Nevada, and many more.

Mr Higgs said this partnership represents a convergence of vision, energy, opportunity and execution.

"This is about combining the Extreme brand and Roy Higgs associates's 150 strong creative team of architects, planners, designers, graphic specialists and model builder's skills to compliment a number of projects and opportunities that both groups have happening around the world," he said.

Mr Gosling said, "over the previous 13 years Extreme has become one of the world's most recognisable and diverse sports lifestyle brands with the Extreme Sports TV Channel alone reaching more than 40 million households in 78 countries every day. "

"Having taken the brand into over 22 areas from television to hotels and retail to restaurants, we have the vision to encompass all of these developments into the ultimate one-stop Extreme leisure experience," he said.

According to Mr Gosling and Mr Higgs, these opportunities include everything from branded restaurants, merchandise, retail stores and hotels, combined with extreme sports experiences, including motocross; skate parks; 4x4 courses; flowriders; indoor snow domes and beaches; and other extreme sports activities.

Mr Higgs said, "our intention is to identify opportunities and work with our developer partners to create 'extreme sports destinations' that are harmoniously integrated into the projects and culturally attuned to the lifestyles of the markets in which they are located.

"In addition, there are great opportunities to expand in the increasingly competitive shopping centre development industry worldwide," he said.

Mr Gosling said "the world has embraced the Extreme way of life, and although this is diverse and spans across all age groups and demographics, the core of the Extreme sits squarely in the middle of the most influential and powerful demographic to ever to walk the planet - generation Y and we plan to create revolutionary products for this market."

Design concepts and images of existing Extreme attractions were presented for public viewing at MAPIC trade show -The international market for retail real estate in Cannes, France, from 19 to 21 November 2008.

Roy Higgs Associates

Roy Higgs associates is a leading international architecture, planning, graphics and design firm with a history of creating high-profile, high-quality environments around the world. The companyís vast portfolio includes exciting new retail and entertainment concepts; first-class hotel, leisure, and resort facilities; unique office and residential designs; and large mixed-use destinations offering a range of elements and activities. Roy Higgs associates specializes in entertainment/retail, regional planning, waterfront development, urban and suburban revitalization, specialty centre development, and creative concept generation for land use.

For further information, images and interview opportunities contact:

Email: enquiries@extremesportscompany.com Telephone: + 44 (0) 207 244 1000 Website: www.extremesportscompany.com

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