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Volume 24 No. 159
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Sony Adds Tony Hawk To Roster Of Action Cam Endorsers, Eyeing Rival GoPro

Sony has added skateboarder Tony Hawk as an endorser of its Action Cam line of cameras. Hawk becomes by far the most recognizable member of the Team Action Cam roster, which consists of 27 athletes across the action sports space. These include BMX rider Nigel Sylvester, surfer Sebastian Zietz, snowboarder Danny Davis and mountain biker Brett Rheeder. The move to sign Hawk comes as Sony is building a campaign for its Action Cam line to challenge rival GoPro. Sony also has developed Action Cam event sponsorships, resort partnerships and trial programs, in addition to launching a dedicated website for the brand. Hawk yesterday promoted the tie-in on his Twitter feed.