Clients: Extreme
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Since it was created in 1995, the Extreme Group’s EX branding has grown to be one of world’s most renowned extreme sports brands. The EX Sports Channel – the world’s first and only 24/7 extreme sports channel – currently broadcasts into 38 million homes, across 60 countries and in 12 languages. EX was created to offer people something innovative and different, and today covers a range of hotels, drinks, stores, clothing and accessories, pre-pay credit cards, theme parks and much more.
In 2008, after two years in the making, Extreme launched their first collection of EX skateboards, longboards and mountain boards. Aimed at youths with high expectations and adrenaline junkies’ crossing over from another discipline, the new collection of EX boards would be stylish, durable and affordable. Sound in Theory embraced the opportunity to create the marketing materials for this collection’s launch.
Utilising our best print design and copywriting services, Sound in Theory worked with Debut Sports – a leading sports and leisure equipment supplier based in the UK, and the supplier of Extreme’s new collection – to design, develop and copywrite the collection’s marketing materials. The marketing needed to showcase the collection, which includes skateboards, longboards and mountain boards, while reflecting the EX brand’s massive global recognition and reintroducing it to anyone that may have previously dismissed its appeal.
Sound in Theory designed and developed a full-page advert for the new EX collection that features in leading skate magazines, including Sidewalk and Kingpin – magazines that have a huge readership amongst the skating community. By looking as though it has been plastered onto a city street wall, the advert reflects the freedom and irreverence of the EX brand; whilst evoking the urban, cool look of the new EX collection, which is inspired by some of the UK’s leading graffiti artists. The EX logo features prominently on the advert to emphasise that the collection has the stamp of quality and innovation of the EX brand.
We also created a custom-sized promotional brochure folder for the collection, which Debut Sports sends to prospective distributors. The brochure folder's outer cover has a stylish matt-lam finish, and features a glossy two-page insert that provides engaging, enticing information about the new collection of EX boards. Sound in Theory’s copywriter crafted this information to draw on the cool, contemporary nature of the new collection, whilst reiterate the global presence of the EX brand. This text is punctuated with graphics that reinforce the cutting-edge nature of the EX products. The promotional folder also has a sleeve in the back page, into which product cards can be slipped. As well as providing more detailed, specialised information about each EX skateboard, longboard and mountain board, the product cards allow Debut Sports to target the product information they send to each prospective distributor in the promotional folders.
Sound in Theory also created the launch letter for the new EX collection. With a fitting, contemporary tone and style, the copy reinforces the message that the new EX collection is not just any collection of boards, but skateboards, longboards and mountain boards that come with the lifestyle, popularity and mark of quality of the EX brand.
Responsibilities for Extreme