Extreme Powers into the Middle East


Youth lifestyle brand Extreme has inked a long-term licensing deal with Elite Beverages to bring its line of branded sports and energy soft drinks to the Middle East.

Following the launch of the drinks in the U.K. earlier this year, Elite Beverages will bring the line to the UAE in spring 2014, with the rest of the region rolling out shortly thereafter.

Additionally, Extreme is showcasing its brand at Brand Licensing Europe this week with a series of BMX and breakdancing demonstrations outside the Olympia exhibition hall.