EXTREME and "Rosa Khutor" Ski Resort Development Company LLC" (a part of Prof Estate), are very pleased to announce the launch and signing of a 10 year contract for an EXTREME Hotel and park in Sochi Russia.
The 209 bedroom EXTREME Hotel, a key part of the 2014 Sochi Olympic legacy planning will kick open in late 2014 following a full refurbishment of the building after the Games.
Extraordinarily social, innovative design, state of the art technology, great access to equipment, facilities and coaching will make this a unique experience and a vibrant social hub for après ski.
In addition to the hotel there are a collection of action sports facilities that will make the offer a definitive go to destination. "Once delivered we will have created one of the best locations in the world for action sports." Explains Al Gosling, CEO of EXTREME and founder of The Extreme Sports Channel. Strategically located right at the base of the Alpine Ski slopes and adjacent to the EXTREME Snow Park, the hotel and facilities will deliver the ultimate experience platform for even the most demanding guest.
As part of its overall brand plan EXTREME is also pleased to announce that a collective of killer talented ski and snowboarding athletes have joined the other 58 EXTREME Athletes in order to support Extreme's on-going brand marketing activity and raise the brand's profile in the snow sports area. The collective includes Team GB's half-pipe snowboarder Dom Harington, 5 times British Champion (Slopestyle and Big Air) Nate Kern and Ro Kealey (Boardercross/Half-Pipe). Alongside up and coming freestyle skiers Andria Ambuhl (Switzerland) and Andy Matthew (UK).
EXTREME'S vision is around delivering a differentiated hotel offer with the goal of building a 'maverick' hotel brand that strikes a chord with travellers who crave an offer that is geared to their way of life. Recognising that the world presently holds more than 165 million Extreme Sports participants worldwide, and that these sports are the fastest growing market sector in the sports arena, EXTREME Hotels has a clear market positioning and a community craving this offer.
These initiatives mark EXTREME's on-going progress in its mission to deliver a range of distinctive lifestyle products, services and experiences for the youth market.
"We rooted the EXTREME brand in the 'Do It Yourself' counterculture of surf, skate, snow and punk rock when we launched The Extreme TV channel in 1999." Unapologetic, irreverent and anti-establishment, EXTREME is today's lifestyle brand with serious attitude. Encompassing action sports, music and art it is fuelled by non-conformity, creativity and experimentation. It reflects the attitude and behaviour of the alternative part of youth culture and represents it in its purest form.
With support for action sports at its core the business has grown rapidly and today operates as a licensing company developing the brand beyond its roots in TV. We are delivering this by supporting our athletes, filming projects, social media and events and working with licensing partners to deliver distinctive products and experiences across hotels, resorts, drinks, fashion, men's grooming, electronics, apps & gaming. Examples of our licensees are Vimto a leading UK drinks company, Interros one of Russia's largest companies for Hotels & Luck Seven for caps.
The Brands heritage began when Al Gosling launched the Extreme Sports Channel in 1999. It remains the world's leading 24/7 TV channel dedicated to extreme sports and the associated lifestyle. Today the channel reaches millions of fans each month in over 60 countries worldwide and its associated website Extreme.com is a leading provider of action sports videos, receiving 1.8 million views per month, alongside the success of the 'Extreme' social media offerings on Facebook and Covanaut.com that now reach over a million fans per week.
For further information please contact:
The Extreme Sports Company Louis - Tel: +44 (0) 20 7244 1000 Email: Brandsupport@extremeinternational.com