Press Releases

Nitro Circus and Hot Wheels Kick Off New Partnership Aimed at Championing the Next Generation of Action Sports Athletes

Apr 17, 2019

Today, sports and entertainment leader Nitro Circus announced its new partnership with the number-one selling toy in the world*, Hot Wheels. The companies plan to launch a range of co-branded initiatives over the coming months all designed to champion the next generation of action sports athletes and enthusiasts.

Known across the globe for their captivating video content, exhilarating live shows, and the revolutionary Nitro World Games action sports competition, Nitro Circus is as equally renowned for discovering and developing the world’s next action sports stars. This partnership with Hot Wheels will provide a platform for junior athletes to showcase their talent on a global stage while simultaneously receiving mentorship from some of the best athletes in the industry.

The Hot Wheels Junior Series fueled by Nitro Circus kicks off the partnership and the first stop of the series will go down at Escondido Sports Center on May 18, 2019 with plans to expand globally. The Nitro Circus-run event, sponsored by Hot Wheels, is open to athletes 16 and under across Skate, BMX, and for the first time, Scooter. Several of Nitro Circus’ top athletes will be on-site providing invaluable feedback to young athletes.

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We’re thrilled to have the Nitro Circus brand partner with a global pioneering brand like Hot Wheels.” said Nitro Circus’ Chief Commercial Officer, Brett Clark. “They’ve provided a great platform for aspiring action sports athletes and through this partnership we plan to take this to the next level by providing the preeminent junior action sports events across the globe for all levels of participants.”

“Hot Wheels has been igniting the challenger spirit in generations of kids for more than 50 years, and now we’re championing youth in action sports who constantly push limits and refine their skills”,” said Ricardo Briceno, Hot Wheels Senior Director of Global Brand Marketing at Mattel. “We’re honored to have a best-in-class partner with Nitro Circus to offer the ultimate progression path for youth athletes, who work day in and day out to achieve their goals on two and four wheels.”

Keep your eyes peeled for more as additional events and initiatives will be announced throughout the year.

*Source: The NPD Group/Retail Tracking Service/G12/Jan-Dec 2018/Total Toys/Units

**Advance registration required. Limited spots available. See complete rules for more details.