AT New Media Brings 'Free Running' To New Media Market
The company is representing Urban Freeflow, the world's largest Free Running, or 'Parkour' organisation
London, UK, January 24th 2006. AT New Media has today signed a deal to represent Urban Freeflow, the world's largest Free Running, or 'Parkour' organisation, bringing one of the world's hottest new brands to the new media sector.
Parkour is an incredible new 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 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 and even feature films, including the latest James Bond movie.
Now AT New Media is making the Urban Freeflow brand available to licensees throughout the online, mobile and interactive sectors, as well as the more traditional licensing areas such as merchandising licensees.
"Free Running is one of the most extraordinary new and visually dynamic sports in the world,"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 one of the first and largest Free Running organisations in the world and represent many of the leading athletes. By working with them, we can bring this exciting and unique new sport to licensors and companies all around the world."
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 new media companies," says Steve Manley, the chief operating officer of AT New Media. "It's fast-paced, requires skill, concentration and nerves of steel. It is also hugely credible, with an enormous, committed fan base throughout Europe, the United States and reaching into Asia. We are looking forward to bringing the Urban Freeflow brand to an even wider audience in the future."
For more information on Free Running and Urban Freeflow, visit: www.urbanfreeflow.com