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THE NEED FOR SPEED: ESPN GOES EXTREME AND VICE VERSA
Published March 11, 1998
Bill Donahue examines ESPN's foray into extreme sports in today's N.Y. TIMES. Donahue writes that extreme sports are now "increasingly about money." Donahue: "Mini- industries sprout up around each nascent sport the moment it's born, and the manufacturers, tour promoters and impresarios of Web sites ... all desperately need ESPN. ... ESPN holds the power to make a sport chic." ESPN spokesperson Josh Krulewitz said the network "will continue to promote the X Games brand vigorously." The games' soundtrack is now available on a CD, and in April, ESPN's roadshow, "Xperience," will begin a 10-city tour. About the same time, ESPN will make its first foray into extreme fashion, with JCPenney marketing a line of X Games T-shirts and hats. Krulewitz said the new line is aimed "at a young audience ... 12 through 34. They'll have a hip design, and I think they'll sell very well" (N.Y. TIMES, 3/11).