It’s commonly believed that extreme sports are for individuals who want to push their physical limits, but in truth, what deems a sport "extreme" over another has more to do with the marketing involved than anything else.
When comparing skiing and snowboarding, snowboarding is considered more extreme than skiing, however the actual risks and dangers involved in skiing outweigh those of snowboarding. Labeling a sport as "extreme" is very much based on society’s perception and not the actual dangers involved in any physical activity.
The definition of extreme sports in terms of marketing has shifted over the years and has become more associated with youth culture than ever. If it is marketed towards youth, like BMX racing, it is likely going to be put forward in a very "in your face" way with challenging advertisements that will offer a perception of an extreme lifestyle as being freeing and lively.
The lifestyle of an extreme sports enthusiast involves always testing the limits and "living life to the fullest". The term currently refers to youth oriented sports such as skateboarding, snowboarding, and BMX.
Marketing campaigns from soft drink companies, energy drink companies, and clothing companies all usually use the notion of those sports in their ads to boost sales.
There are many individuals who do get into the extreme sports lifestyle but don’t necessarily fit the behavior patterns and thrill-seeking of so-called adrenaline junkies. People who embrace the extreme sports lifestyle will wear certain clothing or prefer a particular type of music and tend to lean towards entertainment that they believe pushes limits and societal boundaries.
The media is certainly profiting from this aspect of the extreme sports lifestyle, producing skateboarding and snowboarding movies that individuals (who may never have done either activity) choose to buy into and encourage.
Comments on this entry are closed.