Following its successful collaboration with EXTREME (www.extremeinternational.com) in 2016, Stanley Black & Decker, Inc. is once again joining forces with the action sports organization, in a partnership that will see three of its acclaimed power tools, hand tools and storage brands sponsoring high profile athletes and events across the sporting calendar.
Reflecting the values that Stanley Black & Decker holds as an organization, the extreme sports category is continuously ahead of the curve when it comes to breakthrough innovation, fast-paced development, extraordinary performance and purposely championing fresh new talent, making it a pertinent affiliation for the international company.
As with the previous year’s arrangement, Stanley Black & Decker tools will be used by the athletes, technicians and engineers to ensure that essential equipment, such as bikes and skateboards, are maintained and tuned to exacting professional standards. The supporting teams who meticulously prepare and build crucial apparatus and structures, including ramps, rails, walls and tracks, will also rely on the company’s products to deliver construction projects throughout the season.
In addition to the Skateboarding, Freeride Mountain Biking (MTB) and BMX categories supported last year, the collaboration will incorporate two additional exciting sports in 2017: Skiing and Snowboarding.
As part of the worldwide agreement, DeWALT, BLACK+DECKER and STANLEY will embark upon a host of activities and events, supporting 23 athletes across 13 nations, participating in action-packed competitions from grass roots to professional level.
Mike Simpson, CMO, Global Corporate Marketing, Stanley Black & Decker, commented, “Throughout 2016, we witnessed how our EXTREME athletes persistently took their craft to the next level, as competitors and social media influencers. As one of the fastest-growing categories in sport globally, we are excited to be part of the ongoing action sports phenomenon, supporting talented up-and-coming athletes, as well as established EXTREME stars who continue to deliver breakthrough results. This partnership further enhances our relevance to the next generation, a generation who will become consumer DIYers and professional tool users in the future. It is essential that we connect now through relevant co-created storytelling via our athletes.”
Alistair Gosling, CEO, EXTREME, added, “Action sports are growing in popularity around the globe at an astounding rate, thanks largely to the motivation and genuine passion of the athletes involved, backed by unwavering support from devoted fan bases. Our athletes are true pioneers in their field, constantly breaking the mold with their outstanding skills, commitment and spirit. We are thrilled to welcome Stanley Black & Decker, once again, as an exceptionally relevant and fitting partner – endorsing our high-performing athletes, but also providing invaluable support to the dedicated teams behind the scenes, with the supply of world-class, reliable tools and solutions to ensure their ongoing success.”
Furthermore, Stanley Black & Decker has been confirmed as the official partner at a number of major EXTREME competitions and events througout 2017. STANLEY will be the official tool supplier for the high profile Dew Tour contest series, which takes place at California Long Beach in July, attracting 168 million TV viewers each year, while DeWALT will become the official tool supplier to the CrankWorx Mountain Bike Festival, located in Whistler, Canada, which draws audiences of 40,000 MTB devotees annually.
Building on the success of last year’s competition, BLACK+DECKER was named official tool supplier at FISE World Montpellier, with an astonishing attendance of 800,000 visitors and an expected 28 million global TV viewers.
Extending the reach of the organization’s involvement in the action sports arena, Stanley Black & Decker has also struck an innovative new association with leading US ramp construction company, CA Productions, which will be sponsored by the STANLEY brand.
In addition, DeWALT will sponsor legendary ramp design and creation expert, Nate Wessel, as well as high profile European ramp production firm, Four One Four.
Within the scope of these collaborations, STANLEY and DEWALT tools will be deployed to construct and secure world-class frameworks and structures, providing further visibility for the brands at professional competitions and festivals around the globe.
These partnerships will allow Stanley Black & Decker brands to tap into the innovative and creative storytelling campaigns designed to captivate social audiences and foster relationships with a new generation of fan and tool user.
Additional information can be found at http://www.stanleyblackanddecker.com/
Notes to editors
For further details, please contact: Ryan Maxwell –
About Stanley Black & Decker, Inc.
Stanley Black & Decker, Inc. is a global provider of hand tools, power tools and related accessories, engineered fastening systems, storage, as well as solutions for electronic security, mechanical access, healthcare, infrastructure and more. Since 1843, the company has delivered hardworking, innovative tools that help professionals, organisations and individuals around the world to build, repair and protect their valuable projects and creations. With its dedication to excellence in products, people and practices, the company is committed to sustainable business policies and initiatives that reduce its impact on the environment, and improve the lives of its customers and their communities. Headquartered in Connecticut, USA, Stanley Black & Decker employs more than 50,000 people globally, and achieved total revenues of $11.4 billion in FY 2016.
EXTREME is a lifestyle brand fueled by the passion, creativity and freedom of action sport. For more than 20 years, EXTREME has been disrupting the status quo by inspiring fans and brands to step out of their comfort zones to experience something new and exhilarating. Each year, EXTREME supports more than 100 sponsored ambassadors and 80 events. With an average reach of 100 million people and in excess of 50 million video views per month, its digital media platforms deliver engaging content in relevant formats for an ever-growing fan base. EXTREME’s unapologetic attitude and youth focus has created a truly unique business that delivers pioneering sports and entertainment marketing services, event activations, content creation, consumer product licensing and large scale sports and leisure real estate developments.