Special to NYSportsJournalism
May 9, 2012: ESPN Consumer Products said it has signed an exclusive deal with retailer Aéropostale for a collection of T-shirts based on the Summer X Games, ESPN's high-energy competition that includes skateboarding, motocross, rally car racing and BMX.
The X Games Tee Collection will be sold exclusively at Aéropostale stores across the U.S. and Canada and online at Aéropostale's Web site. Available in May and June 2012, the T-shirt collection consists of eight different men’s graphics "inspired by the Summer X Games and its impact on action sports lifestyle."
Financial terms were not disclosed.
The 2012 Summer X Games 18 will be held in Los Angeles from June 28-July 1.
The deal expands Aéropostale's current line of ESPN T-shirts that tout Fantasy Football, College GameDay and other ESPN entities.
To support the launch of the collection, ESPN and Aéropostale said they would sponsor a text-to-win promotion that will send the winner and three guests to the 2012 X Games, with a package to include hotel, airfare, tickets and exclusive access to practices and athlete experiences. (Full details here.)
“The new X Games Tee collection at Aéropostale blends the style, originality and creativity that best represents the X Games brand,” Matt Novoselsky, licensing director for ESPN Consumer Products, said in a statement. “Action sports fans will not only love the graphics, but also the accessibility, with nearly 1,000 Aéropostale nationwide stores and online carrying the collection.”
According to Scott Birnbaum, svp-marketing and e-commerce for Aéropostale, “We are excited to partner with the X Games and offer our customer both this exclusive graphic tee collection and the opportunity to win an once in a lifetime X Games experience."
ESPN will expand the Summer and Winter X Games globally beginning 2013, with new competition sites in Foz do Iguaçu (Brazil), Munich (Germany) and Barcelona (Spain), which will join Aspen (Colo), Los Angeles and Tignes (France).
According to ESPN, coverage of the 2011 Summer X Games 17 was viewed by 37 million people, who tuned in to 25 hours of live TV coverage across ESPN, ESPN2 and ESPN on ABC, up from 35 million in 2010.