Industry News 6/5/2008

T-MOBILE USA Announces Partnership with World-Renowned Professional Skateboarder Tony Hawk

T-MOBILE USA Announces Partnership with World-Renowned Professional Skateboarder Tony Hawk
Collaboration Includes the New T-Mobile Sidekick LX Tony Hawk Edition

T-Mobile USA, Inc., has aligned with one of the world’s greatest action sports stars, Tony Hawk, for a multiplatform partnership that includes the creation of a limited edition T-Mobile® Sidekick LX™ device, presenting sponsorship support and programming for Tony Hawk’s Boom Boom HuckJam 2008 North American Tour, and events benefiting the Tony Hawk Foundation.

As one of the most renowned professional skateboarders in the world, and a respected ambassador of the ever-popular action-sports world, Tony Hawk has brought attention to the sport of skateboarding on a mass level, becoming a household name and role model for his fans, while maintaining an authentic edge among his core peers. Through close collaboration with Tony Hawk, T-Mobile is providing Sidekick enthusiasts with a limited-edition version of the popular T-Mobile Sidekick LX this summer.

Tony puts his personal design on the iconic device by giving it a true skateboard look. The bottom cover of the device is outfitted to resemble and feel just like the top of a skateboard, including a texture like grip-tape and eight simulated screws. The limited-edition Sidekick also features a slate-grey shell, accented with blue and white designs, and Tony’s well-known hawk graphic. A customized Tony Hawk theme will be included on the device featuring an exclusive video of Tony performing tricks, a Tony-inspired background, and skate-themed swivel screen open and close sounds.

In addition, the T-Mobile Sidekick LX Tony Hawk Edition will be the first Sidekick to ship with video record, play and share. It also includes other enhancements such as a more personalized Web browsing experience, stereo Bluetooth support, easier downloads and more options for theme and background personalization.

“I’ve been a loyal Sidekick user since the first model that launched back in 2002; I use my Sidekick for everything from staying connected to friends to keeping my hectic schedule on track,” said Tony Hawk. “I’m excited to be collaborating with T-Mobile to create a brand new, custom Sidekick LX that will represent action sports, as well as my own style.”

“Tony Hawk is a global sports icon revered and respected by people of all ages,” said Mike Belcher, Director of Integrated Marketing for T-Mobile USA. “His ability to keep connected to his friends, family and others while maintaining a busy, fast-paced lifestyle is what the Sidekick brand is all about.”

To support the availability of the T-Mobile Sidekick LX Tony Hawk Edition, T-Mobile will launch a national consumer promotion and also implement programming for the Tony Hawk Foundation and the annual Tony Hawk’s Boom Boom HuckJam action-sports tour. For the national promotion, beginning this summer, T-Mobile Sidekick will offer consumers and Sidekick fans alike a chance to win the ultimate prize package that will include a trip to Los Angeles and an opportunity to meet Tony in person, including a VIP pass to attend his annual charity event, Stand Up For Skateparks, in Beverly Hills, Calif., benefiting the Tony Hawk Foundation. More information on the promotion, including full contest entry rules and restrictions, can be found at later this summer.