THE CHALLENGE/OUR APPROACH Right Guard Xtreme Sport is an anti-perspirant and deodorant range designed especially for young men. The challenge was to link RGXS with extreme sport and get it showcased in the lifestyle media. piranhaKid worked with RGXS to challenge a group of media and two pro-riders to explore their fear threshold and experience snow-boarding at its extreme – heli-boarding on unexplored terrain in Kangaamuit, Greenland. RESULTS A 15 minute feature including visual/verbal branding appeared on Riders & Rich Kids: ITV1. Coverage appeared in Loaded, Metro, Esquire, Independent, Sunday Times, Daily Mail Ski & Snowboarding mag, White Lines and Transworld Snowboarding.