Sports lifestyle brand Extreme Group seeks agency for lifestyle push

The Extreme Group is on the hunt for a PR agency to help it become one of the world's leading alternative sports lifestyle brands.

The Extreme Group: aims to be the world's leading alternative sports brand
The Extreme Group: aims to be the world's leading alternative sports brand

The firm is looking for a consumer agency that can handle an all-encompassing brief across its six categories, ranging from fashion to sports drinks.

Extreme's categories include Extreme Hotels, travel brand Extreme Destinations, driving experience company Extreme Element and sports beverage brand Extreme Drinks.

The company has previously handled PR in-house and used PR support on a project-by-project basis by grouping brands together for briefs. It is thought this is the first time it has looked for an agency to work across its entire portfolio.

In 2004, the brand hired Frank PR to handle media backlashes against its Crazy Bastards show, described as an 'uncensored Jackass'.

The Extreme Group formed in 1995 ‘to build the world's leading Extreme Sports TV distribution company’ and through brand expansion has become a consumer and lifestyle brand.

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