Extreme Sports Company, owner of the Extreme Sports Channel, has partnered with Vimto Soft Drinks for beverages under its Extreme lifestyle brand.

The range of sports and energy drinks are Extreme’s first foray into licensing and will launch in the U.K. in July.

Vimto Soft Drinks, a subsidiary of Nichols, is planning two drinks for launch–Extreme Energy and Extreme Sport–targeted to 18- to 34-year-olds.

Vimto will support the range with sampling events and in-store promotions across the U.K., and The Extreme Sports Company is planning a series of appearances and demonstrations by its Extreme Ambassadors at key events during the summer.

The Extreme Sports Company is now working with licensees and strategic partners globally to develop an edgy youth-targeted licensing program that builds on the brand’s heritage. The company has already launched an “Extreme Sports App” for BlackBerry smartphones in partnership with Appurity and hopes to expand into hotels, fashion, electronics, destinations, personal care, publishing, drinks and experiences.

“The Extreme Sports Company’s mission is to play a leading role as brand licensor in the youth lifestyle market across EMEA and beyond,” says Al Gosling, chief executive officer, Extreme Sports Company. “We are thrilled to partner with Vimto for the Extreme drinks range. This launch marks the first of many inspirational consumer products, services and experiences that will enable consumers who live or aspire to the Extreme lifestyle to enter the world of Extreme.”