THE NEED FOR SPEED: ESPN GOES EXTREME AND VICE VERSA
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).