“The extreme sports lifestyle culture is developing. Time was when an old camper van would suffice for vert-ramp BMX rider, surfer or skateboard athlete through a career in the discipline they loved.
But like most other areas in entertainment, extreme sports have become part of a wider entertainment industry. Not quite in the mainstream, which suits its protagonists, but they are now on that sports/entertainment/music/fashion landscape, their silhouettes visible to a young generation to whom ‘extreme’ is synonymous with chic and hip. (like surfer Jayce Robinson, a Relentless-sponsored athlete, above)
Very often, and still in many cases on a shoestring budget, athletes are finding their way through their chosen path into better contracts, and into European and world tours where it was once simply impossible to fund.
Yet over 50 athletes and artists, in four countries, are now assisted with funding by Relentless, the drinks brand.”
