Express Action Sports

Since 1998, the largest increases in sports participation and viewing have come from the realm of what are dubbed extreme sports. The changes come as generation Y, also known as “echo boomers,” are beginning to take center stage in our culture. Generation Y, an impressive group of over 70 million, is perhaps most well known for its contempt for authority and willingness to take risks. Many companies continue to scramble to understand the implications of marketing and employing echo boomers as this generation begins to reach maturity and enter the workforce.

The common underlying theme within all extreme sports are their potential for danger. For the most part, these sports are solitary activities that allow for some amount of escape from reality and supervision – although there are a few team exceptions. Extreme sports are known for the adrenaline rush that they produce, not only in participation but often also in the act of observation. Those who study the trends understand that extreme sports aren’t simply a fad – they are here to stay.

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