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"MONEYLINE" AIMS TO UNDERSTAND WHY 78 MILLION GO TO EXTREMES
Published March 3, 1997
Extreme sports were profiled by Sean Callebs Friday on CNN's "Moneyline." With 78 million people in the U.S., 15- 30-years-old, spending "more than" $1B a year on extreme sports, "Madison Avenue is certainly taking notice." Volkswagen is now giving away K2 skis or a K2 snowboard with the purchase of a Special VW Golf; Pepsi "wants to be the drink of the extreme crowd;" and "even Ralph Lauren is venturing outside the country club set and targeting this hip crowd." Callebs: "Some analysts are convinced extreme sports are a trend and not just a fad. Meaning the culture will be around for awhile." Chad Jacobs, an analyst for Ladenberg Thalmann: "What kids wear on the slopes is being translated into what they are wearing on the streets. And there is a number of footwear companies and a number of apparel companies that are effectively becoming the name for extreme on the fashion side." Jacobs recommended Pacific Sun Wear, Vans, Quick Silver and Nike as some of the fashion retailers investors should consider (CNN, 2/28).