Roast Beef And Adrenaline

Extreme sports are going a bit more mainstream. That is if your idea of mainstream has condiments called “Horsey Sauce” and “Arby Sauce” (Yeah, I’m a connoisseur).

On December 10th, Fox will air the first Arby’s Action Sports Awards to celebrate top athletes and performances in extreme sports. Think Espy’s on Red Bull.

Other lead sponsors (aka gravy trainers of the youth movement) include Nike (of course), Jeep, Activision, and Fuel.

Expect heavy hype and marketing in strong rotation cycles.

Adrenaline superhero nominees are set to include Shawn White in snowboarding, Travis Pastrana in motocross, Jamie Bestwick in BMX, and King of Extreme Tony Hawk in skateboarding.

I don’t think extreme ironing is a category yet. Maybe in 2007.

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