According to us at BANDIT, the word ”Swag” or ”Swagger” has been too big a part of youth culture during the last few years, and now… It’s time to kill it!

To coincide with the new BANDIT logo (and website/brand stuff coming soon), we’ve taken the campaign to the streets of New York, London and Copenhagen.

For those of you who are not familiar with the word, it’s basically an expression of style and confidence. Mostly it refers to clothing objects or a style all-together, but everything extraordinary cool can actually go under the category of “SWAG”. The term is mostly used in Hip-Hop/Urban culture, but has now reached a point where it’s mainstream and generally used by all sorts of young people, and therefore it’s time to kill it!

Whether it was Jay-Z, Lil Wayne, DIPSET or Kanye West who started the trend of using “Swagger” in everyday language I really can’t tell, but one thing is for sure, it exploded after this song;

After this, everybody knew about “SWAG”, and it didn’t take long for it to become a very uncool word to say. One of the main figures in “making it uncool” was this guy (it’s pretty obvious why!);

So, after most people accepting the death of “SWAG”, Mr. West and Jay-Z did what they do best… Started a “new” trend, by bringing the overused term back on their first single from the Watch the Throne album, Otis.

It worked, everybody seemed to accept it and “SWAG” was suddenly cool to say again. Everybody started tumblr’s, blog’s, did twitter hash tags etc. named after the term, it was bigger then ever!
All artist started using it again, a numerous of clothing lines added it to their t-shirts and now we are basically back to when it died the last time… except it’s not dead yet!

If you listen to the lyrics in the latest music video by nowadays trendsetters, Odd Future, “SWAG” is still a common word;

Now, we think it’s time to kill this one time for all! Help us spread the word, and watch out for our stickers hanging around in major cities worldwide!

#KillSwag

Emil

There is a change going on in the Tattoo industry and unfortunately it’s not for the better.

Since i live in Denmark I’ve used that as my example. Denmark has a rich tradition in tattooing, especially in Copenhagen which was a shipping city.
Jon Nordstrom published an amazing book that uncovered much about tattoo culture in Denmark.

About 10 years ago there were approximately 120-150 “professional” tattooers and 20 of them were
good complete tattoo artist

Today there’s maybe 25-30 good tattoo artists but up to 1000 “professional” tattoo artists working in Denmark and the average quality of the work has dropped.

The rise in tattoo artists is caused by a number of things,  shows like Miami Ink and our own danish version (Tattoo-salonen), that glamourise the artist’s life, as being a fast paced celebrity existence with loads of easy money and expensive things, when in fact it’s more of a craft like carpentry, where amount of money you can make is in direct correlation to your skill-level and how hard you are willing to work.

The rise in artists has also fed the people who were looking for cheap tattoos because they were either cheap or couldn’t afford quality work. There are no official training programs for tattoo artists in Denmark but there is a long standing tradition of a 3 year apprenticeship with a skilled artist.

Even though the skilled artists have experienced a drop in business because of the rise in bad/less experienced artists, they say there is a rise in cover-up tattoos.
At some point, the customer realises that tattoos aren’t a purchase that should be cheap, so when they have paid for the bad one, they have to reinvest to get it covered by a good and more expensive tattoo.

I talked to two well-renowned skilled tattoo artists, who asked to remain anonymous as they didn’t want to appear to court publicity.
We spoke on a variety of subjects and here’s the conclusions.

When people get tattoos they should ‘love themselves more’ and ‘be more choosy’ with tattoos selections. They felt that some people make it race to see who has the most and biggest tattoos. They both wanted customers to appreciate craftsmanship and get one nice tattoo instead of two bad ones.

When you go to a artist in training the training isn’t only in tattooing, it also involves issues such as hygiene and tattoo after care, those who have no training might have good intentions but don’t have the routine or knowledge needed to keep a sterile environment and advise on proper care are taking huge health risks on behalf of their clients.

One artist I spoke with had tattooed for 15 years professionally and says that he still doesn’t feel that he’s good enough to take in an apprentice! The other artist has worked professionally for 9 years and he said that from the beginning he has said that he wouldn’t even consider taking an apprentice until he had tattooed for 10 years. It is a great example of the integrity and craftsmanship that exists in the industry.

(BANDIT wrote about legendary artist Troy Denning which you can read here)

To ensure that I wasn’t just talking to people who were angry about losing some business, I asked them what they thought about the competing tattoo shop right around the corner – they were surprisingly respectful
and positive about the competition, they even referred a customer to them while I was there even though they don’t actually know each other.

It is essentially the customers fault that the shitty tattoo-shops exist because they pay their salaries and rent. Even tattoo supply companies don’t sell to just anyone, you have to at least be someone they can look up
as a legitimate business and with a display of your work online.

Experienced tattoo artists do it because they love the craftsmanship that it takes to do a really good tattoo and are able to execute any style of tattoo fairly well-excellent. If your tattooer doesn’t at least have a couple of weeks wait to get an appointment, he or she is most likely a newbie or a bad tattooer.

The plea that these tattooers present is that you do some research before you get tattooed by a hack, be patient and get your tattoos done right because it’s not that fun to cover bad tattoos, not for you, not for the artist!

In this industry, the customer never knows best!
It’s like any other craft, it takes a lot of training to be good.

Casper

Lord knows, we have caned Gillette over the years on this blog!
(See here and here)

Well, as with adidas a while back - let it not be said that we don’t praise when it is due.

Gillette take a bow;

First up, quality casting! Brody is in a few different commercials recently, he’s a great lead off man for this.

Gael Garcia Bernal is that guy who’s face you recognise, and then you realise you remember him from Babel.
Great example of a slightly left field choice that would work with most men.

The piece de resistance, Andre3000, another guy that the mainstream probably last remember telling them to “shake it like a polaroid picture’.
For those in the know, he’s the perennially, uniquely styled half of Outkast and is a great look for this commercial!

Overall – the bravery to cast these guys deserves a round of applause!

Together – they look amazing! The chemistry for a few seconds is enough to make us forgive this debacle!

The strategy behind this new crew is that finally statistics about men growing facial hair reached the good people a Proctor and Gamble (really), and they decided to act upon it!

The eclectic trio selected to debut the Gillette Fusion ProGlide Styler were chosen because they best represent “Masters of Style” – true facial hair stylers who have tremendous talent, a strong sense of self, depth of character, and authentic style. All three men will appear in an integrated marketing campaign, including television and print advertising, digital media and public relations, beginning in February 2012.

Well, better late than never – now…keep up the good work!

R

During the last three weeks or so, Nokia Denmark have had a very interesting competition going.
(We will play along and call the marketing exercise a “competition”)

To make it short, Nokia has basically asked 100 Danish, interesting and creative minds to make daily 10-second videos with the new Nokia Lumia 800. Through these videos they’ve been showing us how they make their everyday life more spectacular. When the competition then is finished, three Danish directors, Michael Noer, Kasper Wedendahl and Martin De Thurah, are going to edit the clips down to one big documentary film.

Now, Denmark is not the only country where Nokia has been using fresh thinking to launch their new product. Internationally they’ve been doing not only insane live shows, but also live music acts. To show you guys a few, here’s the light show they recently did in Poland;

We recently blogged about the main launch event in London, where Deadmau5 performed live music to a crazy light show;

Nokia also did something big here in Copenhagen, where they used the national football stadium to do a launch event for 150 VIP guests;

Without a doubt I consider Nokia’s launch of the Lumia 800 cool, new and fresh. It’s clearly a strike against Apple’s iPhone, which seems to have taking over the smartphone market, and I think it’s a good way to try and make their way back, definitely! But what I actually find most interesting about Nokia Lumia 800′s launch, is the story of Kenneth Nguyen…

If the name doesn’t ring a bell (which it should and will), Kenneth is a very talented Danish photographer who’s been shooting all kinds of pictures for years know. He’s famous for his “mugshot series”, but you’ll definitely recognize some of his concert pictures, and especially his pictures from “Distortion” (pictures we have loved to use in various blogs).

What he uniquely has done with the Nokia competition is to tell the story of how he recently re-united with his father, who he hadn’t seen for 14 years (read the full story here, it’s a good read!).

Now, what he did to tell the story visually was to use sixteen of his “10-second clips” to show the process of the re-uniting of father and son, here they are;

Turning a random competition into something like this is just beautiful, and I really take off my hat for that. It’s thinking of a true photographer!
Kenneth added a short comment, when we asked him about the competion.

“Well, at first my plan was to just film random stuff and do pranks on my friends that I could stage and act to, but ending up being in front of my father was as real as it gets. I was filmed live while it was happening right there! We couldn’t film more than 10 seconds at the time, and of course nothing could be retaken.”

Emil

BANDIT homegirl, friend and former colleague, Linkoban, is out with her first single and it’s certainly something worth sharing with you guys!

The grime inspired track is called “Like This” and first of all, it’s amazing! Both musically and lyrically it has a new, fresh and original sound. Secondly, the video directed by no other then Lucy Love, is colorful and exciting, which overall makes you want to SHAKE!

Check it out;

Linkoban is out of Lucy Love’s label “Superbillion Records”, and she has been touring with Lucy during her Fall 2011 Tour. Before the Lucy shows, Linkoban has performed “Like This” as the warm-up act, but now it looks like she’s ready to go her own way, and who knows, if we are lucky we might get to see her at this years’ Roskilde Festival…

(photo by Martin Fält)

Well, if those predictions are true or not, she can’t tell, but one thing is for sure, she is not just here for a one single hype!

I recently had a conversation with her about music and the future, and it seems like both the record label and herself agrees that she is the next big thing, and that she will be around for many years to come. She also let me know that there’s an EP coming soon, and of course “loads of fiery shows”. Her next performance will be at the Black Cheese concert at Pumpehuset tomorrow, where you can also experience various other great artist; it’s something definitely worth checking out!

Overall, watch out for Linkoban!

Emil

Quite a while ago, conventional sports got boring to participate in. the super human athletes on the field and onscreen were so far out of reach that it become futile to participate.

That’s when versions of the most popular games became popular again; five-a-side football, half court basketball etc etc etc.

The X Games and extreme sports in general rode the wave of popularity of ‘alternative’ sports like skating, taking it to new commercial heights.

So what’s left? What do you do if you can’t become a professional athlete, can’t dunk a basketball or throw a 100mph pitch or ‘bend it like Beckham’?

People still work out, they still run, they still lift weights – people are generally interested in being fit and competing in some form.

Recently – CrossFit has exploded and (adidas) Reebok have been smart to ride that wave of popularity. CrossFit is cool because of the genuine camaraderie it has between men and women and competitors. It has become a social activity as well as a fitness one.

Another sport which definitely appeals to the 2012 need to mix an extreme experience and fitness is Tough Mudder.

The concept of military fitness is not new, but the repackaged version has definitely captured the imagination of many people worldwide.
It’s the antidote to stomping on a treadmill for 1 hour at lunchtimes, and it seems to be genuinely tough!

Under Armour are smart to align themselves with these events as it matches what I perceive their brand  values to be; tough, practical and exciting.

Whilst we will all be inundated by major sports sponsorships for the Olympics and Uefa European Championships costing hundreds of millions of whatever your natural currency is, the brands that are smart enough to keep a finger on the pulse of the sports real people want to participate in, will achieve a much better relationship with them.

Especially when they are next choosing what to wear when running in the across a muddy field.

#justsaying

R

So i’m sitting at home watching my beloved Spurs (yes beloved!) try to defeat the scum of Liverpool to ease closer to 2nd in her majesty’s Premier League. When a cat runs on field.

Now i’ve seen a lot of games being delayed, paused and stopped for a lot of reasons. A cat on the pitch is not that weird, other than the thoughts about how it found its way there?

Anyways…

At this point it’s important to understand that i watch, yell, jubilate, agonize and tweet all at once. I read tweets from the many sport journalists i follow, i talk to fellow Spurs fans, point fingers at Gunners “friends” and comment in east and west.

Liverpool fans reacted pretty quickly to the cat, and started chanting…

Of course the Tottenham fans couldn’t just sit quiet with hands in laps, so…

This was pretty easy to see coming, what i hadn’t seen coming, was this…

In a matter of minutes three Twitter accounts had shot up, and in 15 minutes the dominating one @AnfieldCat had gotten 2500 followers. It currently has just over 20.000.

Novelty, fake celeb or comedy accounts are nothing new when it comes to Twitter. But what is new is the speed they appear at. When Jay-Z and Beyonce recently had a baby, Blue Ivy very quickly had “her own” account. As did Kanye West’s new creative gathering DONDA. So the Anfield cat from yesterday is not special in that respect, what is special is that this is just a damn cat.

What these accounts have to do to stay relevant, is to take a page out of the Queens book. Probably one of the biggest “fake” accounts on Twitter is @Queen_UK, where Elizabeth Windsor gives us (all +500.000) a sneak peak behind the doors at the castle, and speaks freely about her gin obsession. The reason why it has become so successful, even spawning a book, is that it keeps relevant, which is often the biggest problem for these kinds of account. They simply run out of things to say.

But for now, i’m still following the cat #meow

Streetbeat

ps. The game ended in a f@#king draw…i blame the cat!

You can’t buy him because he plays the wrong sport; you can’t sponsor him because, well, you’re a football club, which means people are supposed to be sponsoring you, not the other way around. And he’s a person, not a sportswear company, so he can’t sponsor you either.

Unable to find an obvious way to make use of their wealth of connections stateside, the Boston-based owners of Liverpool last year invited one of the NBA’s biggest stars – LeBron James of the Miami Heat – to become a minority shareholder in the club.

Tapping into the nepotistic world of the newly-formed Fenway Sports Group fraternity, the move would effectively buy James as a fan. As was the case with Kevin Garnett, whose links to the Boston Celtics made him the perfect candidate to buy a stake in Italian (sleeping) giants, AS Roma, a deal of which took place at the turn of the new year.

At the heart of both deals is politics, underlined by a web of sporting investments taken on by the Fenway Sports Group.

In this case, the web is untangled as follows: Boston-based businessmen James Pallotta and Thomas DiBenedetto are two members of a consortium that recently bought AS Roma. Pallotta co-owns the Boston Celtics, hence the deal with Garnett; and DiBenedetto is also a limited partner in FSG, which of course owns Liverpool, and has most recently signed a partnership deal with James’ sports-marketing firm, LRMR.

This is all brought together nicely by the fact that FSG also own the Boston Red Sox, hence the plans for Roma to play Liverpool in a friendly match this summer at the Fenway Park baseball stadium. Yep, you heard that right.

The deals involving James and Garnett are a nice idea in theory:

For the players, it offers an opportunity to boost their public image in Europe and beyond; and for the clubs, it works in return to provide them with publicity – and hopefully popularity – in America.

Offering shares in this way is effectively celebrity endorsement, yet under an illusion that the celebrity (sportsman) is the one making the investment, as if it were his choice. In other words, it ‘buys’ them as fans, but under the illusion that they are the ones doing the buying.

Realistically, it is safe to assume that these deals were entirely FSG-engineered. Lebron James won’t have spent hours mulling over the financials before, in a Eureka moment, deciding upon Liverpool as his club of choice; and Kevin Garnett won’t have picked up the phone to inform his broker of his 10-year investment plan. In all likelihood, James and Garnett will have been given these shares for free. They may even have even have been paid for the privilege.
Yet, in many ways, this is the problem, because it means the motivations behind the deals are forced. There is no history; no genuine affinity.

When done intelligently, celebrity endorsements in sport can work. When Jay-Z purchased shares in the New Jersey Nets, for example, the project made sense. His involvement appears sincere and the plans in place for the future of the franchise are loosely, but not aggressively, geared around him and his ideas.

Under the rapper’s frontmanship, the Nets will undergo a name change – to the Brooklyn Nets (Jay-Z is famously from Brooklyn) – and will relocate to a new stadium, at which Jay-Z will perform in an opening ceremony of sorts sometime in 2012.

As the changes take shape, Jay-Z has been there to announce them to the media. He’s a longstanding fan of the team (at least, that’s what he would have us believe, but that’s good enough).

He goes to games, he likes the sport of basketball. He talks about them (the Nets) on Letterman, and in computer adverts. He even sings about them. Nice touch.

It’s all marketing, of course, and anyone who knows about these things can see that, but at least there is a perceived element of emotion behind it, and at least it is being executed with enthusiasm, which is why it works.

Having recently acquired a stake in the Philadelphia 76ers, actor Will Smith is another to have delved into sport franchise investment. And there are countless examples in sports other than that of basketball:

The Williams Sisters bought a share in the Miami Dolphins American football team, Rafael Nadal bought shares in the football (soccer) team RCD Mallorca as part of a rescue mission to help his hometown club after it experienced financial difficulties.

In England, Robbie Williams is a majority shareholder of Port Vale FC and Elton John has long played an executive role in the running of Watford FC. There are many more.

Entertainment and sport is often a very good mix. Musicians and actors associating themselves with a sports team is a good way of promoting identity and communicating a human, ‘everyman’ element to their personality.

Perhaps unsurprisingly, the best examples are those where the support already exists: Jack Nicholson and the Lakers, Noel and Liam Gallagher and Manchester City, Stephen Fry and Norwich City, Rod Stewart and Celtic, Mick Jagger and Lord’s, even Cliff Richard and Wimbledon. Despite his charitable offerings to Mallorca, the fact that Nadal is still more famous for his love of Real Madrid in many ways speaks volumes. From the point of view of a club or franchise, holding these stars as fans basically amounts to free publicity (give or take the cost of a complimentary season-ticket and the occasional  prawn sandwich, that is).

Image is key. Nicholson and the Lakers, for example, is a perfect Hollywood fit. In the same way that Cliff Richard, Wimbledon, rain and strawberries and cream is both brilliantly and quintessentially English. You could even say the Williams sisters investment in the Miami Dolphins works on an urban, ‘black culture’ level of sorts, as much as it does for the fact that, having moved to Florida at a young age, the pair now reside in Palm Beach, so they have an existing public relationship with the state.

Perhaps one of the problems for James and Garnett, then, is the fact that, as existing athletes, both are already affiliated with a sports team: The one they play for.

In this respect, declaring ‘love’ for a new sport and a new team comes across as a little confusing, not to mention unconvincing. It undermines the sincerity of the deals (although it probably doesn’t help that, in some quarters, James already has a reputation as something of a mercenary after he left the Cleveland Cavaliers to join Miami… even if he did reportedly and technically take a pay-cut to do so).

Good on them for trying, but the whole thing appears forced and half-hearted. As much as anything else, the lesson here is that the American sports culture does not translate well to that of the European sports (football) culture.

It works better the other way around; one only has to look at David Beckham to see that. If that is the case, maybe it’s time Francesco Totti signed himself up for a series of Jersey Shore. Over to you, FSG.

Isidore

After weeks and weeks of online teasers and athlete’s telling us how they’re going to ‘Make It Count’, the buzz and anticipation around Nike’s latest concept came to a head recently with the unveiling of the NIKE+ FuelBand, and the accompanying NikeFuel concept.

With a count-down campaign that had the consumer world watching, here’s what Nike had to say about their new product.

“Athletes at all levels of fitness — from the elite to the everyday — now have a way to measure progress toward their goals and compare with others: the NIKE+ FuelBand. It’s an innovative wristband that tracks movement throughout the day, designed to motivate and inspire users to be more active.

The ergonomic NIKE+ FuelBand captures and displays four different metrics: time, calories, steps and NikeFuel – a new metric that will be the ultimate measure of your athletic activity. NikeFuel is a proprietary technology that measures your activity through the movement of your wrist. NikeFuel motivates athletes to do more with a NikeFuel score that makes movement fun, meaningful and comparable, letting you compete with athletes of all levels in most activities.

The more you move, the more NikeFuel you earn, whether you’re playing basketball, throwing a Frisbee or going for a run.”

So, essentially…it’s a pedometer? With bells and whistles. It measures your movement, but instead of just counting your steps like a pedometer, it also calculates the energy, or ‘NikeFuel’ you build up during exercise.

The price tag you ask? A suggested $149.00 (US). That’s a lot of coin for a rubber band that tells me how unhealthy I might be.

Well, it certainly isn’t groundbreaking technology, and pardon me if I feel slightly underwhelmed (I’m a big consumer of Nike’s products/concepts myself so I tend to expect big things) – but I don’t want to write it off just yet.

The NikeFuel concept does interest me, even if they are billing themselves as an alternative energy source. I like the fact that there is some kind of unique ‘power’ to aim for, like getting a high score on a video game. It’s a simple idea but the kind of thing that can make anyone feel like they’re achieving something. They know how to market themselves…

“As you wear the FuelBand throughout the day, the built-in three-axis accelerometer measures your motion and translates it into NikeFuel. Each day you can set your goal for activity and the level of NikeFuel you want to achieve. As you move closer to your goal, the band’s series of 20 LED lights go from red to green. The user-friendly interface provides encouragement and motivation as you hit and exceed your goals.

Nike worked with some of the world’s top experts in science and sports to engineer NikeFuel algorithms based on oxygen kinetics. Unlike calorie counts — which vary based on someone’s gender and body type — NikeFuel is a normalized score that awards all participants equal scoring for the same activity regardless of their physical makeup. A user can also choose to also receive a calorie count to understand how many calories are burned versus how much NikeFuel is earned.”

Confused? Don’t be – you put the band on, exercise, and then the band tells you how great you are (or not). Ok, it’s slightly more complex than that, but essentially that’s the core of the product. It works in tune with your fitness level, and progresses at the rate you need it to, encouraging you all the while.

So, a glorified pedometer then…?

I’m not completely cynical about it. In typical Nike fashion the FuelBand itself is a sleek, sexy looking thing with a clear and simple interface which I’ve no doubt the target audience of exercise enthusiasts (particularly runners) will embrace. Aesthetically it’s an attractive product – the minimalist black colorway and the ‘traffic light’ LEDs – Nike rarely get it wrong at the design end of things. It’s pleasing on the eye and I’m sure it’s comfortable to use too.

And as they’ve been working hard on over the years, the interactive element of Nike’s fitness products is also a unique selling point here.

“The NIKE+ FuelBand experience doesn’t end on your wrist. All of the data you capture on your wristband connects to a rich web and mobile experience. It syncs with the Nike+ website, through a built-in USB, or wirelessly through Bluetooth to a free iPhone app to record activity each day and track progress.”

For me, this is where Nike excel, and other brands are getting left behind. Making full use of the online market is a no brainer, but targeting the more competitive users amongst the consumers is a great way to increase participation on the product. Running, on your own or as part of a club, is becoming increasingly popular in London and Nike have tapped into a culture of ‘runners’ who are out on the road every day.

From the people just trying to keep fit in between going to work and maintaining their social lives, to the purists who are hell bent on shaving off a few minutes from their personal best. Letting people post their times and scores competitively is smart. It doesn’t just work in sync with the product; it’s in tune with the user’s mentality.

You only have to check out London’s Nike affiliated running collective, the ‘Run Dem Crew’ to see how in touch they are.

Nike Inc’s CEO and President Mark Parker had this to say at the FuelBand launch:

“The NIKE+ FuelBand is a way for Nike to further evolve the exciting possibilities of merging the physical and digital worlds. Nike has always been about inspiring athletes, and the NIKE+ FuelBand will help motivate them in a simple, fun and intuitive way.”

Well, I’m not gonna argue with you there Mark. However I do remain underwhelmed. I’m not sure what I was expecting them to unveil really – maybe something further down the line of a Nike/Apple collab? Don’t get me wrong, it’s a cool, interesting product, but essentially it’s nothing completely new, and the $149 price tag is a little expectant to say the least. If I were a serious runner (and I’m actually attempting to be these days…kind of) then I’d be interested in this kind of toy, but absolutely not at that price.

The cost of cool I think they call it…

To summarise, the FuelBand just isn’t as groundbreaking a release as I thought Nike would come with. They took an old idea, and made it a ‘Nike’ idea. Which, lets be fair, they’re pretty good at.

I just wanted something more. I guess that’s what happens when you set the bar so high, Nike.

Jason

Red Bull have always been about extreme sports, but more and more they must be feeling Monster breathing down their neck. They brought something new to the game two decades ago, but have as so many others before them grown a bit stale. The old man in the club look versus the new madness Monster brought, is not a flattering look.

So how do you embrace your succes, realizing that you can’t be the new young thing forever, but still remain relevant to your target audience that hasn’t changed??!

The answer might just be the Red Bull Signature series…

This is what it is:

“From the challenging peaks of the Canadian backcountry to the sandstone cliffs of Utah, The Red Bull Signature Series unleashes the most progressive and innovative competitions around the globe. All the action will be televised through jaw-dropping and one-of-a-kind action sports programming on NBC and the NBC Sports Network.

The Series spans the sports of snowboarding, mountain biking, freestyle motocross, ice cross downhill, skiing and BMX events on custom courses from the inspiration of the athletes themselves. Included in the mix are more than 20 of Red Bull’s top events such as X-Fighters, Supernatural, Crashed Ice, Dream Line, Rampage, Cold Rush and more.”

Yeah, yeah telling me you’re going to take extreme to the next level is all well and good…. show me!

So what Red Bull are basically going to do it take all their best events, beef them up, shoot them amazingly and package them nicely for TV. It might just work!

Because from the looks of it, it’s a kind of serious Jackass with a bit more brain and skill, and a cash prize.

Finally, let’s not forget that this is going the be very helpful for NBC in that very important young male segment…

Streetbeat