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For one night only, the first ever Barclaycard World Freerun Championship was staged on September 3rd at the Roundhouse in Camden, London. Tickets completely sold out, Sky Sports broadcast the event and many other media outlets publicised the exhilarating action. A specially-designed indoor course was constructed as a massive challenge to more than twenty of the world’s top free-runners. This ground-breaking event was a global celebration to showcase the awesome artistry of the best from the worldwide scene. Each athlete performed to the accompaniment of his or her own individually selected soundtrack. In a unique twist, each was judged by their fellow performers, on athletic skill, creativity, complexity and above all, “flow”. AT New Media is the licensing agency for Urban Freeflow, the world's largest Free Running, or 'Parkour' organisation, which organized the World Freerun Championship and secured sponsorship and publicity. The main target audience is aged 8 to 18 years and they love the exhilaration and freshness of free running. Urban Freeflow already sells a significant volume of clothing direct from its own website and the opportunity is ripe for retail expansion. Parkour is an incredible and visually dynamic street movement where participants perform moves that combine those from Hollywood blockbusters such as The Matrix and Spiderman with Hong Kong martial arts movies. The big difference with Parkour is that there are no CGI effects, no wires and no nets. These guys do it all for real. Free Runners or 'traceurs' make use of their everyday urban surroundings, such as buildings, walls, fences, railings stairwells, posts and balconies to move through their environment in a fast, flowing and controlled way. Jumps, spins, grabs, vaults, climbing and other moves are strung together to create an elegant, fast and unique new sport. Free Running has caught the world's imagination and has appeared in hundreds of newspapers and magazines, TV adverts, documentaries, music videos and even feature films, including the last James Bond movie. Now, AT New Media is making the Urban Freeflow brand available to licensees throughout the interactive sectors, as well as the more traditional licensing areas such as merchandise licensees. EZ, the founder of Urban Freeflow, said, “Free Running is becoming more and more popular. People all over the world are now seeing free runners in movies and on TV, they want to try it for themselves. The sport is now being taught in schools and adult classes are appearing in several countries. At Urban Freeflow we're creating the hub for this new sport and the community appearing around it. Working with AT New Media means that we can push Free Running into new areas and expose even more people to this popular and rapidly growing new sport.” “Free Running is the perfect license for all sorts of licensees and retailers and we are available to meet them at Brand Licensing Europe on October 1st and 2nd,” says Paul Comben, the chief executive officer of AT New Media. “Anyone who has seen Parkour performed, will know just how much skill, control and art there is in this new discipline. Urban Freeflow is the leading Free Running organisation in the world and represent many of the leading athletes. By working with them, we can bring this exciting and unique new sport to licensees all around the world.” For more information on the Barclaycard World Freerun Championship and Urban Freeflow, visit: www.urbanfreeflow.com. If you are interested in finding out more about the Urban Freeflow brand, please contact Paul Comben: paul@atnewmedia.com, or call 0870 626 0741. |
