As participation in action sports continues to grow, it’s only a matter of time before more and more mega brands make their push into the industry. Sometimes this is a good thing as some of these brands actually fit the demographic and can help our sports a great deal. Sometimes it’s not so good, as the products have no direct relation to the industry and it’s nothing more than marketers trying to capitalize on a new set of eyeballs. Gatorade getting into action sports is a good thing. It’s a good fit and if nothing else, brings more money to our athletes and the industry as a whole.

While energy drinks and soda brands have long been attached to action sports, Gatorade has stepped up to become the first isotonic beverage sponsor of action sports athletes and properties. The brand has begun a push into action sports by signing three athletes, including 14-year-old skateboarding phenom Chaz Ortiz…

…The brand also signed smaller deals with snowboarder Ellery Hollingsworth, a 17-year-old from Darien, Conn., and BMX star Nigel Sylvester, an 18-year-old from Queens, N.Y. The athletes will be featured in Gatorade’s action sports campaigns, which are being planned.

Ortiz’s deal is rumored to be in the mid to low six figure range annually, not bad for a 14 year-old.

I’m actually a little surprised Gatorade waited this long to hop on the bandwagon. Energy drinks and other beverages have long been a staple in our world. Welcome Gatorade, it sure as hell makes more sense to reach for one of your beverages when I’m out skating than it does something like a Mountain Dew. It’s time to get ‘Extremo’.

Posted by Cameron on Monday, January 5th, 2009 in Industry.

• -Terje Haakonsen Also With Gatorade
• -Core Action Sports: Women-Specific Action Sports Website
• -Nike 6.0 Continuing Push into Action-Sports Industry
• -Woodward at Copper Breaks Ground
• -EXPN Rebranded as ESPN Action Sports, Yawn