Case Studies > Athletes > Extreme
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The Challenge
- Launched in May 1999, the Extreme Sports Channel (ESC) aimed
to position itself as the No1 channel for extreme sports enthusiasts, through
credible programming.
Our Approach
- Soul Sports worked closely with ESC to facilitate the endorsement
of leading athletes across several key sports and gain, not only credibility
within each core sport and the associated media, but moreover, to create awareness
through the multitude of additional media opportunities that these in-demand
athletes attract.
- Through Soul Sports’ extensive contacts within the extreme
sports industry, they were able to expertly consult ESC and create an elite
group of brand ambassadors; a selection of leading and highly respected athletes
spanning across Snow/ Skate/ Surf and BMX
- Soul Sports created the athlete branding specific to each
of the key sports to achieve maximum impact yet uphold the sports’ staunch
fashion trends. Working with many different sponsors, they provided ongoing
monthly reports, event & travel forecasts, and numerous media opportunities
during a four year period.
- As the ‘Extreme Group’ expanded its business properties,
the athlete ambassadors were utilized once more to provide credible and effective
promotion for new products, ‘Extreme Drinks’ and the ‘ExtremePie’ shop.
Results
- The Athlete ambassadors were retained by ESC for over 4 years.
- International Advertising - Online, Billboards, TV, and Print.
- Positive editorial across all Core media.
- Creative placement of ambassadors within many mainstream
titles.
- Branded photo's in athletes sponsor's adverts
- Branded TV exposure from events on ESC and other broadcasters
including rival sports channels
Client Quote
- Al Gosling, CEO Extreme Group "Soul
Sports heritage within extreme sports left no doubt in my mind of their ability
to deliver effective promotional strategies in this arena, and subsequently
a superb team of athlete ambassadors, but it was the follow-on promotion and
planning that would prove equally important and an area that I can confidently
claim is pursued with a similar level of professionalism and passion"
Extreme Links
Extreme Group |
Extreme Pie |
Extreme Drinks |
Extreme Sports Channel |
The Athletes
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