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Extreme Group launches Licensing Division for 2006
Hot on the heels of opening its first chain of high street Ex Stores and giving extremepie.com a complete makeover.
Extreme now plans to take the brand to untapped areas through the launch of a brand licensing division. 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.
Extreme will be pinpointing opportunities where it can make it happen in the TV, mobile, drinks, theme parks, entertainment, publishing and retail space, utilising the massive and continuous global exposure that the brand receives via the Extreme Sports Channel and the Extreme group companies.
The new licensing division will be run by Nicola Gilson, recently appointed brand licensing manager who, alongside Al Gosling, CEO Extreme Group and founder of the Extreme Sports Channel, will manage Extreme’s growth in this area. Extreme will be 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 Group’s plans. These partners will develop relevant cutting edge and lifestyle products to 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 it’s apparel, drinks or even electronics. The performance-led premium ranges will deliver for those into the lifestyle. 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. All future product launches will be backed by a full TV and online marketing campaign, taking advantage of the media Extreme can deliver.
Commenting on the move, Gosling said: “This is a really exciting opportunity for us. Research shows that we’re one of the top 10 sports industry brands (Sports Business 2004). We want to really strengthen the brand moving into the areas that we’re passionate about and where we think we can make a difference. If we don’t believe in a sector or a product, and can’t offer something new, then we simply won’t tap into it. ”
