Extreme Product Placement

Some companies do action sports product placement. Others were there from the beginning, helping to define the culture & support the sports (and place their products!)

In the early 1990's a new movement emerged in sports. The activities were more aggressive than traditional sports and carried a higher level of danger. This phenomenon was labeled as "extreme sports" and with it came a new culture of young people with distinct tastes in music, dress and lifestyle.

With the explosion of action sports into the mainstream, the opportunity came for enterprising corporations to claim their stake as representatives for this new counterculture. The following is a look at some of the companies that have cemented their places (and products) in the world of action sports.

1. Mountain Dew- The unparalleled champion in recognizing a new market and aligning with it. Mountain Dew used fast-paced, edgy commercials that highlighted both the energy and creativity of the action sports world to secure a strong fan base. Mountain Dew didn't stop with product sales. Mountain Dew became a sponsor for the X Games and in June 2005 debuted its own Dew Action Sports Tour.
2. ESPN- ESPN recognized the need for action sports to have a forum in which to compete. In 1995 the first Extreme Games (later became the X Games) were held. The X Games are now held twice yearly (summer and winter). EXPN.com is the ESPN website dedicated to extreme sports.
3. Vans- From their early checkered slip-ons, Vans has been a top brand of footwear for the action sports crowd. Not just for skaters and BMX, Vans has branched out into footwear and apparel for surf, snow and MotoX. Vans continues to serve as a sponsor for action sport events and athletes.
4. Fox Racing- Fox began in 1974 producing high quality parts for motocross. Fox Racing is now one of the most recognizable brands in clothing for active sports. Fox continues to produce gear, footwear, apparel and eyewear for competitors in motocross, bmx, mountain bike and snow sports
5. Red Bull- Where there's action, there needs to be energy. With the explosion in energy drinks Red Bull set itself apart through being one of the first and also through its sponsorship of sporting events throughout the world. Red Bull also sponsors "cultural" events that are a little edgier than the mainstream idea of culture (ie-graffiti art exhibits).

Honorable mentions:

• Schwinn- In 1963 Schwinn introduced the Sting-Ray to tap into the growing interest in customized motorcycles and motocross. Within five years 70% of all bikes sold in the US were Sting-Rays or copies of them and BMX riding had spread throughout the world. Schwinn will always be credited for their role in the early history of BMX
• Sony- Sony Playstation serves as the sponsor for numerous extreme sports events. In addition to its sponsorship activities, Sony has created video games specifically for extreme sports enthusiasts. Tony Hawk's Underground, TJ Lavin Ulitmate BMX and Downhill Domination let everyone compete, no matter their age, location or abilities.

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