Extreme Signs Apparel Partners

The Extreme Sports Company has teamed up with the fashion brands Lucky Seven and Eat Ski Drink Sleep to bring the sporting brand to youth lifestyle products.

Lucky Seven has signed on to create a range of Extreme-branded trucker caps that will be available exclusively on the Lucky Seven website at the end of this month.

The sports brand ESDS is planning an apparel collection that will launch with a range of limited edition t-shirts at the end of the month. A winter range will follow with hoodies and long-sleeve tees. Initial product will be available exclusively on the ESDS website. ESDS riders are also part of The Extreme Sports Company collection of brand ambassadors, representing key areas of the extreme sports lifestyle across BMX, music, art, skate and snowboard.

“We are extremely excited to be working with Lucky Seven and ESDS, both incredibly inspiring and creative brands that fit perfectly with our youth audience,” says Al Gosling, chief executive officer, Extreme Sports Company. “These carefully chosen Extreme apparel and accessories partners enable consumers who live or aspire to the Extreme lifestyle to ‘wear’ the world of Extreme.”

The new deals are part of a concerted effort to build the Extreme brand, which got its start with the launch of the Extreme Sports Channel in 1999, through a licensing program that builds on the brand’s heritage and fits with the aspirational extreme sports lifestyle.

The company has already launched an Extreme Sports App for BlackBerry phones through a partnership with Appurity and recently teamed up with Vimto Soft Drinks for energy drinks that launched earlier this month under in the U.K.