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"MONEYLINE" AIMS TO UNDERSTAND WHY 78 MILLION GO TO EXTREMES

          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). 

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Nike, PepsiCo, Time Warner

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