Extreme sports are no longer just for the trendy snowboarders, crazy climbers or wild kitesurfers. Customers identify themselves with their hobbies and develop communities around the sports they practice and love. As a result, there is a desire for personalized experiences, products and marketing that they resonate with. Developing an archetype for the lifestyle they want to emulate and aspire to achieve, casually or semi-professionally, is important for brands to thrive today.

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