Extreme Group will launch its brand licensing division. Hot off the heels of opening its first chain of high street Ex Stores and giving Extremepie.com a complete makeover, Extreme now plans to maximize opportunities by taking the brand to untapped areas. The initial focus will be on fashion and apparel lines, covering technical and lifestyle ranges, footwear, eyewear, luggage and accessories with electronics and computer gaming to follow mid-2006. Last year also saw the group announce plans to launch a new TV channel, Gamestar TV, dedicated to computer gaming and ExtremeMob, Europes first mobile phone service aimed at under 24s, an MVNO with Vodafone.
A new dual strategy will see Extreme licensing the ex brand into areas where it can make a difference, providing something new and relevant, delivering real value in the space; whilst continuing to build companies from the ground up, pinpointing opportunities where it can make it happen in the TV, mobile, drinks, theme parks, entertainment, publishing and retail space.
The new licensing division is being run by Nicola Gilson, recently appointed brand licensing manager. Working with Al Gosling, CEO Extreme Group and founder of the Extreme Sports Channel, Nicola will manage Extremes growth in this area by appointing partners who understand the brand, its values, the youth sector, have strong distribution, good product development and a long term approach which fits with the Extreme Groups plans. These partners will develop relevant cutting edge and lifestyle products and will take the brand to a wider audience.
Extreme is also planning to launch an Ex Tech product line in each sector. These technically advanced products will strive to break through the barriers of current action sports gear, whether its apparel, drinks or even electronics. The performance-led premium ranges will deliver for those into the lifestyle.
The Extreme brand is different to any other sports brands out there, as it can utilise the massive and continuous global exposure that the brand receives via the Extreme Sports Channel and the Extreme group companies. The channel shows programming covering all action sports, giving a strong brand position across these sports and the lifestyle appealing to a wide customer base. All future product launches will be backed by a full TV and online marketing campaign, taking advantage of the media Extreme can deliver.
Al Gosling and Nicola Gilson will be attending Bread and Butter in Barcelona, 18 20 January 2006, and ISPO Winter 29 January 1 February 2006, in Munich where they expect to finalise several agreements with significant European and global partners. They are hoping to secure deals with the most relevant partners; agents, manufacturers and distributors.
Commenting on Extremes attendance at ISPO, Nicola Gilson, said; “We plan to expand the Extreme brand into exciting new areas, offering relevant products for those who are into a youth lifestyle. Were not just going to partner with anyone and put the brand on anything, there has to be a real link with our ethos and were going to demand the very highest standards of quality from our partners.
Commenting on the move, Al Gosling, CEO, Extreme Group and Founder of the Extreme Sports Channel said: “This is a really exciting opportunity for us. Research shows that were one of the top 10 sports industry brands (Sports Business 2004). We want to really strengthen the brand moving into the areas that were passionate about and where we think we can make a difference. If we dont believe in a sector or a product, and cant offer something new, then we simply wont tap into it.
