AST announces Nike 6.0 as summer, winter Dew Tour sponsor

The AST, the umbrella brand and organization of the world’s most prestigious action sports properties, today announced that Nike 6.0 has signed on as an associate sponsor for the AST Dew Tour and AST Winter Dew Tour.

As an associate sponsor, Nike 6.0 will receive tour-wide exclusivity in the footwear, athletic and casual apparel, and outerwear categories. Nike 6.0 will also receive fully integrated marketing benefits, including television ads on NBC and USA Network, online and on-site exposure as well as inclusion in the Tour’s multi-million dollar marketing campaign.

“We’re excited to have the support of Nike 6.0 for our two premier tours, the AST Dew Tour and AST Winter Dew Tour,” said Wade Martin, AST president. “Nike 6.0 has tremendous credibility, a terrific stable of up and coming action sports stars, and an exciting, innovative activation strategy. We look forward to working together to bring the partnership to life and grow our respective businesses.”

“Nike 6.0 is committed to supporting progressive young action sports athletes,” said Dan Burris, Nike Action Sports GM. “We feel the AST Dew Tour is equally committed to elevating the best action sports athletes from around the world. We look forward to combining the creativity and energy of the Nike 6.0 brand with the premium events of the AST Dew Tour and the new addition of the AST Winter Dew Tour to create an inspiring venue for all action sport athletes.”

Nike 6.0 is a multi-action sports brand supporting the next generation of athletes. The barriers that once existed between action sports have been reduced by those who skate, surf, and ride with equal and inclusive passion. Nike 6.0 brings cultural aspiration and performance innovation to our community through our athletes, innovative footwear and apparel, and unique events. From the streets to the surf, from the dirt to the park, Nike 6.0 symbolizes the creativity and progression inherent in the DNA of action sports.

The Action Sports Tour (AST), owned by NBC Sports and MTV Networks, is the recently created umbrella brand and organization of the world’s most prestigious action sports events. Currently the AST consists of two national tours, one international event and an amateur series: AST Dew Tour (debuted in 2005), AST Winter Dew Tour (debuting in 2008), AST China (debuting in 2008), and Free Flow Tour (debuted 2005). The AST properties are home to over 300,000 spectators each year, broadcast in 100 countries and 280 million homes worldwide, and award the highest prize purse in all of action sports.