Extreme Announces New Products

The Extreme Sports Company, owner of the Extreme lifestyle brand, has signed a trio of new deals and is planning a new branded hotel for the 2014 Winter Olympics.

Drinks manufacturer Nichols has signed on to create sports and energy drinks in the U.K.; Imagine8 U.K. is planning tour- and resort-licensed merchandise in Europe, the Middle East and Africa; and Lucky Seven Caps has signed a global deal for headwear.

“Extreme is a major part of an exciting and thriving international action sports community, and the strength of the brand provides enormous potential to tap into the growth of the U.K.’s energy and sports drinks category,” says Marnie Millard, managing director, Vimto Soft Drinks, a division of Nichols.

Extreme is also planning a 209-bedroom branded lifestyle hotel in Sochi, Russia, the home of the 2014 Winter Olympics.

“We're pulling together a pioneering licensing program based on the Extreme brand that will service a massive part of youth culture,” says Al Gosling, founder and chief executive officer, The Extreme Sports Company. “We are incredibly excited about the pedigree, creativity and enthusiasm of our partners to date and can’t wait to see distinctive licensed product on shelf soon.”