Chief executive Al Gosling wants to boost the profiles of the group’s retail business, Extreme Pie and drinks arm Extreme Drinks. Agencies including Cow PR, Fresh PR, NP and Catalysis Communications have already had discussions about a newly created remit.
Gosling said the aim was to boost the profile of Extreme Pie – an online and mail-order retail business selling surf, snowboard and skate brands.
The agency will have a similar remit with Extreme Drinks, a range of five drinks for ‘top extreme sports athletes’.
Gosling said he wanted to hire an agency for the contract within weeks. This will also involve the raising of his own profile in a similar way to the tactics used by Virgin Group founder Richard Branson or Stelios Haji-Ioannou, the founder of the low-cost airline Easyjet and other Easy Group businesses.
Gosling launched the London-based group in 1995, selling extreme sports TV to broadcasters.
The group’s Extreme Sports Channel has formerly used external PR support, but Gosling stressed this work was now handled in-house.