Total Licensing takes a look at the many layers of EXTREME
Source: Rebecca Ash, Total Licensing
EXTREME is a unique brand that lives at the nexus of sports, entertainment and lifestyle.
This is realised through the integrated approach that encompasses strategy, design, development, and management of some of the world’s most innovative destinations, spectacular events, entertaining media, and engaging brand campaigns - as well as a strong commitment to real change and sustainability in the environment and the world around us.
In fact, EXTREME joined the United Nations for climate action, an initiative to help ensure a path is forged to achieve carbon neutrality and to drive awareness, and with a commitment to be sustainable, EXTREME is signed up to Planet Mark to measure impact, which is a sustainability certification for every type of organisation.
The brand’s vision is to ‘drive positive changes through extreme and adventure sports – and has a mass appeal around the globe.
In operation for over 25 years, the EXTREME sports channel launched 1999 in operation for over 25 years and the brand has gone on to grow to over a 20-million strong community.
Through supporting over 125 ambassadors, activation, and sponsorship of over 80 events annually, EXTREME’S media network delivers over 50 million video views monthly. The brand and marketing activity inspires, supports and promotes all of EXTREME’s activities.
So what’s next for the brand that appeals to many different generations, has its roots in sport and adventure and is using its platform to make real global changes?
Extreme has its headquarters in London, with bases in central Europe, Asia and the Middle East, including Dubai. Increasingly, eyes have turned to Saudi Arabia.
The tourism and adventure sport industry are a focus for EXTREME. Founder Chief Exectuvie Officer Alstair Gosling sits on the International Advisory Board of the Saudi Arabian Qiddiya project, which plans to transform the village of Qiddiya, located South of Riyadh into a world hub for sport, leisure and entertainment.
The project in Qiddiya draws upon EXTREME’S experience in adventure sports travel and will use the partnership to promote tourism to the new city which is set to be built as part of the Saudi government’s Vision 2030 project.
While the pandemic has presented challenges for the sports, entertainment and adventure travel industries, EXTREME reports an increase in people’s desire to return to the brand’s core beliefs, which are to entertain, inspire, explore and experience.
EXTREME sees this through its interaction across its social media platforms – the company reports an additional 74,000 facebook followers from March 2020 – March 2021. In fact, its social media channels including Instagram and TikTok reach hundreds of thousands.
The Coronavirus pandemic has presented challenges for the sports, entertainment and adventure travel industry but despite this we have seen an increase in desire for people wanting to return to EXTREME’s core beliefs, which are to entertain, inspire, explore and experience.
Of course, EXTREME has a long and successful licensing program around the brand, extending from apparel to mobile networks and much more – and it is clear to see how it will appeal to and play a strong part in the lives of new generations as well.
Source: Rebecca Ash, Total Licensing