It's one reason that the company has passed on the chance to back a major snowboarding event or to sponsor an extreme athlete.

Besides, extreme athletes are a lot more interesting to look at than pasty-faced fashion and city people.

Sponsors are a big part of this cultural avalanche, and every extreme athlete who doesn't have a sponsor seems to be looking to hook one.

Like most extreme athletes, he lives modestly, even though he has someone else picking up the tab for his fun.

Some of the younger extreme athletes are not, like, real articulate about, like, what makes them tick?

The Olympic competition needs the extreme athletes, not just for the American viewers but for the worldwide audience.

Most extreme athletes ply their trade for little money.

To most extreme athletes, the pomp and circumstance of the official sports world is utterly passe.

In addition, beginning extreme athletes tend to work on their craft without the guidance of a coach (though some may hire a coach later).

If barbecuing is a sport, wood grillers are its extreme athletes.