Thrill One
Thrill One Sports & Entertainment’s Nitro Circus has entered into a new partnership with Walmart that will bring the action sports company into business with America’s largest retailer. The deal was announced today and highlights include the development of an exclusive apparel line to be sold on Walmart.com and eventually in Walmart’s brick-and-mortar stores, as well as the sale of Nitro Circus-branded action sports products such as skateboards and BMX bikes in Walmart stores. Financial terms of the partnership were not disclosed.
Thrill One is working with apparel maker Mercer Lamour Brands on the line, which will initially focus on men’s clothing and quietly went on sale on Walmart’s website this month. The line includes items like a Nitro Circus short-sleeve T-shirt for $12.98 and a Nitro Circus hooded sweatshirt for $29.50, and will eventually include boys’ clothing and accessories. Nitro Circus is also working with BMX bike maker Hyper on a line of electric bikes, helmets and skateboards that will go on sale in about 73 Walmart stores across the country in the coming weeks. Nitro Circus rider Ryan “R Willy” Williams will serve as the clothing line’s endorser.
Thrill One is a Las Vegas-based entertainment company owned by a group led by Dana White and the Fertitta family. It also includes other activities such as Nitrocross Rallycross racing and Street League Skateboarding. Nitro Circus was co-founded in 2003 by Travis Pastrana, who also competes for Thrill One in Nitrocross.
