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Firing on all cylinders

Nitro Circus poised for “breakthrough year” with raft of deals ahead of Licensing Expo

As 2017 nears the halfway point Nitro Circus is already poised for a breakthrough year, with even bigger things still to come.  

Just this week, the leading action sports entertainment brand announced a major retail initiative with LIDS. Authentic Nitro Circus x ’47 headwear, the same gear that Nitro’s record-breaking athletes wear, is now available for fans to purchase at select LIDS retail locations throughout the U.S. and Canada as well as online.

This news follows last month’s Australian release of the FIST Handwear Nitro Circus signature glove series. Timed to celebrate Nitro Circus Live’s “Regional Rampage” tour Down Under, this premium line of motocross and BMX gloves will be available in stores and online worldwide later this fall.

Fans can also look forward to more details about Hyper Bicycles’ upcoming range of Nitro Circus products. Nitro Circus athletes like Ryan Williams and James Foster have ridden Hyper Bicycles at countless Nitro Circus Live shows around the world. Now Hyper Bicycles has designed a 20” BMX bike and a 16” motorbike that will be available for purchase at retail and online later this year.

Also coming this autumn is the North American rollout of a range of HEXBUG toys to major mass, specialty and online retailers, plus the retail launch of the Ethika signature Nitro Circus underwear collection. Autumn 2017 will also see the release of an all-new mobile video game, created by Saber Interactive that will also preview a forthcoming console title set to debut in 2018 across Xbox One, Playstation 4, PC and Nintendo Switch.

“2017 is shaping up to be a breakthrough year for us. It’s a game-changing time for our brand,” said Peter Maule, Nitro Circus’ Global Head of Licensing. “The global success of our live tour coupled with major television events like the Nitro World Games and the viral impact of our digital content all builds momentum as we launch these exciting new campaigns.”

Nitro Circus has partnered with a network of agencies during this global push. New agreements with License Connection in the Benelux, and The Licensing Locomotive in Spain, Portugal and across Central Eastern Europe were announced earlier this year. Nitro Circus also has entered into a direct to retail agreement with The Warehouse in New Zealand.

With this rapidly increasing portfolio, its little wonder that Nitro Circus is adding to its growing licensing team. Andrew Hogan was recently named Global Accounts and Activation Manager – Consumer Products. Prior to joining Nitro Circus, Hogan was with WME IMG in corporate sponsorship sales and event management for its US tennis division. He also worked in the retail division of The Walt Disney Company in the UK and Ireland.

All of this activity is a part of Nitro Circus’ comprehensive licensing strategy featuring an expansive collection of soft-lines and hard-goods. Looking further ahead, Nitro Circus is pursuing emerging opportunities with skill-based casino gaming, virtual reality amusement park rides and experiences and more.


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