EXTREME INTERNATIONAL BRAND UPDATE | Q1 2021
Updated: Apr 6, 2021
ELOCKDOWN UNEXPECTEDLY DRIVES INCREDIBLE GROWTH FOR EXTREME & ADVENTURE SPORTS
Covid-19 has driven an enormous increase in the participation of extreme and adventure sports. During this time of uncertainty, local areas around the world have been flooded by a new generation of active participants.
The incredibly positive impact of action and adventure sports on both mental and physical health has never been so evident and important and has led to a huge increase in demand for equipment (particularly beginner's).
The surge in demand has not been felt across all disciplines. The snow sports industry is experiencing one of its worst to date. Equipment sales are significantly down for this season.
However, a large proportion of the new adopters are set to become loyal action sports fanatics, causing the entire industry to thrive in the long term. We expect significant government investment off the back of this increase, and EXTREME is perfectly positioned to work with individuals, corporates and governments to deliver solutions. There is no better time for you to embrace extreme and adventure sports, both in your personal and work life…
EXTREME CONTINUES TO ACTIVATE AND PROMOTE SUSTAINABILITY THROUGH 3 NEW INITIATIVES AND COMMITMENTS
The Planet is our Playground. EXTREME has taken action to ensure that sustainability and the future of our planet and environment is central to our organisation. EXTREME has partnered with Planet Mark to measure our impact, signed up to 1% For The Planet to give back, and committed to the United Nations “Sports for Climate Action” framework, to raise awareness about climate change and promote sustainable and responsible consumption through the power of sport and adventure.
EXTREME SIGNS NEW APPAREL PARTNERSHIPS
We are excited to announce the signing of two new major licencing partnerships that will see a wide range of EXTREME apparel become available to our community whilst furthering our sustainability programme.
The first is with Park Agencies, a leading designer and developer with close retail relationships across Europe and USA. Having approved an array of designs, from athleisure to mountain wear, we are now in discussions with partner retailers to support the venture and an exciting range of EXTREME apparel will be available soon.
The second is with ETOS S.A. Established more than 25 years ago ETOS S.A. specialises in its sales network in Poland and the countries of Central and Eastern Europe. These regions are of particular interest given the strong support for the EXTREME brand and high participation in action and adventure sports. ETOS have developed brands such as Diverse, Diverse Extreme Team and Coalition (CLTN), and was EXTREME’s lead apparel partner for the Dakar Rally.
EXTREME'S BENJAMIN MELOT HAS PODIUM FINISH AT SAUDI DAKAR RALLY
January 2021 marked the second year of The Dakar Rally being held in Saudi, being dubbed the most intense rally of them all.
Taking part in his third Dakar, EXTREME Ambassador Benji Melot, a motorcycle rally rider from France, achieved third position in arguably the toughest category… the Original by Motul, in which he was without assistance, having to manage everything on his own!
Having had his first taste of the rally in 2010 as a mechanic, he has accumulated a deep experience which has now translated into success as a pilot. We look forward to him going even further in 2022!
THE CREAM OF EXTREME
Video highlights from across EXTREME's social media channels.
Send it Moments
3.9M Views on Facebook
1.2M Views on Facebook
Up on the Roof
2.1M Views on Instagram
EXTREME OPENS RIYADH OFFICE IN THE KINGDOM OF SAUDI ARABIA
Following EXTREME’s huge success and ongoing ambitions within the Middle East, we have officially opened an office in the Kingdom of Saudi Arabia, despite the constrains of Covid-19.
The office is situated at the prestigious Riyadh Business Front, a prime location near to King Khalid Airport. We have a strong team of both ex-pats and Saudi nationals with an outstanding track record of delivering solutions across our portfolio of client offerings.
NEW ADDITIONS TO THE RIYADH BASED EXTREME EVENTS TEAM
Norane Ismail joins EXTREME Events team as Events Commercial Rights Manager in the Riyadh office.
Norane has worked in the Middle East, China, and Europe across multiple functions from partnerships development, events & sports marketing. She is now driving commercial opportunities in the Kingdom of Saudi Arabia and the GCC region.
Norane is a passionate football fan & a Kiteboarding lover.
Bas Bunguish joins Riyadh team as Creative and Commercial Director.
With 25 years’ experience of running a host of consumer events and festivals in the UK, Bas is extremely well placed to drive new projects within the region.
Bas has a passion for cars, love of food and music, and says he is so very lucky to have managed to make a career from what he loves!
Simon Aldridge has joined the EXTREME Events team as Production Director.
Simon has 27 years’ experience as a freelance producer and production director of major stadium shows, festivals and arena tours that have spanned across 24 countries.
We also welcome Abeer Zailai who has joined the EXTREME Events team as Office Manager. She is responsible for the smooth daily operation of the team and office.
Abeer has a passion for rock climbing and jumps at any opportunity to explore the great outdoors!
Get in touch!