EXTREME, the lifestyle brand with serious attitude, today announces the appointment of its first licensing agent in Europe, Kaynak Licensing, the leading copyright, licensing and merchandising agency in Turkey, as part of its international growth plans.
Kaynak Licensing has been appointed to broker deals with partners in Turkey for a number of sectors incorporating apparel, accessories, footwear, personal care, publishing, promotions, plus hotel and destinations.
This signing sees the EXTREME brand appoint a licensing agent for the first time as it seeks to expand the lifestyle brand beyond traditional TV content to support its loyal following of extreme sports enthusiasts and athletes, in addition to attracting new audiences and fans. As an emerging pioneer in Turkey's licensing industry, Kaynak Licensing will work to secure licensees who encapsulate the EXTREME ethos of 'riding harder, faster, longer' and can broaden as well as consolidate the brand identity in Turkey.
Alistair Gosling, CEO, EXTREME, comments, "EXTREME is a brand with ambitious and aggressive growth plans; our first licensing agency appointment, and the decision to appoint the level of calibre such as Kaynak Licensing in Turkey, reinforces our intention for global growth. We are delighted to have them on board as our Turkish partner and are confident their market expertise and experience will be invaluable in growing our consumer proposition in this progressive region."
Kaynak Licensing represents numerous international properties including Temple Run, Popcorn the Bear and Felix the Cat. It holds the rights to more than 200 children's books and university text books.
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The EXTREME brand is rooted in the 'Do It Yourself' counterculture of surf, skate, snow and punk rock and resulted in the launch of The Extreme Sports TV Channel across the world in 1999. With support from its fans, 60 brand Ambassadors plus its Events and filming projects at its core, EXTREME has grown rapidly and today operates as a licensing and franchising company developing the EXTREME brand beyond its roots in TV.
EXTREME's raison d'etre is to inspire its ambassadors and fans; create awesome events and filming projects plus deliver great social media, TV content, consumer insights, trend led creative assets to ultimately drive demand for the brand and support its licensees. Via licensing partners EXTREME deliver distinctive products and experiences across hotels, resorts, drinks, fashion, men's grooming, electronics, apps & gaming.
It is opening a 209 bedroom EXTREME Hotel and Resort in Sochi in 2014 in partnership with Interros, one of Russia's largest property companies. Plus it has bought the brand to the retail environment with Vimto, a leading drinks company, with its EXTREME Energy and EXTREME Sport drinks range.