Read the article and then do vocabulary activity (1), which practises collocations, and then vocabulary activity (2). Finally, do some writing yourself and see texts written by other readers.
Extreme sports received a huge popularity boost in the mid-nineties, when American sports channel ESPN launched the ‘X Games’. Broken into two seasons – the Winter X Games and Summer X Games – these huge annual events bring together the best of the world’s extreme athletes to compete for gold, silver and bronze medals. The games are high profile, and the superstars of extreme sports often use the contests to showcase new tricks and attempt records.
Some enthusiasts describe themselves as ‘adrenaline junkies’, and for them the obsession with reaching new extremes has become a way of life, complete with clothing fashions and music. In fact, the X Games tournament has developed a festival-like atmosphere with bands performing live at the venues.
Extreme Sports are big business, make no mistake. Pursuits such as skateboarding and BMX would once conjure images of teenagers with nothing better to do. Many of those teens now make annual earnings exceeding $100,000 US through prize money in contests like X Games, merchandising and sponsorship. There is even a dedicated cable channel, launched in 1999 – a student majoring in business studies could learn a lot from the cross-promotion and branding of extreme sports.
Extreme Success
One man who is more marketable than all other extreme sports stars combined is Tony Hawk. A professional at the age of fourteen, Hawk was world skateboarding champion every year from 1984 to 1996. He was also the first skater ever to successfully land a 900 degree turn – that’s two and a half complete revolutions!
But perhaps the main reason for his widespread fame is the successful ‘Tony Hawk’s Pro Skater’ video games, which have sold in their millions. The games brought extreme sports to a whole new market, winning fans amongst games console enthusiasts.
Tony Hawk has retired from competitive skateboarding, but the extreme idol keeps himself busy. Besides his computer games, Hawk has a clothing line, a skateboard brand and a multi-million dollar arena tour, which features the world’s best skateboarders, BMX bike riders and motocross riders. The combined Tony Hawk brand now makes gross annual earnings in the region of $300 million dollars.
Going Global
From its beginnings in California, the Extreme Sports phenomenon quickly spread to the rest of the world. In the UK, on the Isle of Wight, the ‘White Air’ extreme sports festival has been taking place each year for over a decade. The biggest water and land based extreme sports festival in Europe, White Air also has facilities for beginners to come along and try out the activities.
Rebellious culture and controversy continue to surround extreme sports, causing concern amongst some local authorities and parent groups. Many people argue that taking such risks in the pursuit of thrills is foolhardy. While it is true that lives have been lost, serious participants use their skills and experience to control the risks they take – and it is that control which makes their activities sports and not just dangerous behaviour.
Your turn
What do you think of this article? Do you agree with what it says? Send us your opinions.
Julia writes “I never have done this kind of sport. As for me, I don't have the desire to feel something exciting. I prefer more ordinary sports, for example athletics, swimming and figure skating. I expect sport to make a man better in every sphere - his health, his mood, his thoughts. These days we are waiting on the decision of the International Olympic Committee, on which country will host the Winter Olympics in 2014. Russian sportsmen have had great success in winter sports, however, the Winter Olympics have never been held in Russia.”
Source : http://www.britishcouncil.org/learnenglish-central-magazine-extreme-sports.htm