| The world of extreme sports, traditionally a man's | | | | that if the industry doesn't expect a large enough |
| world, is slowly opening up to women. In Texas, and | | | | audience - - consumers ready and willing to buy the |
| the cities of Houston, Dallas and Austin, women are | | | | products -- they don't think its worth supporting the |
| becoming increasingly interested in three of the six | | | | athletes. Others say the world of extreme sports |
| X-Game categories: speed climbing, wakeboarding and | | | | has its share of sexism, with judging seemingly based |
| in-line skating. A group of women was also invited to | | | | on how women look rather than on their athletic |
| demonstrate their talent in freestyle motocross and | | | | ability. |
| both vertical (or "vert") and street skateboarding. | | | | Some women say they feel uncomfortable about the |
| Although the women showed they were capable of | | | | way skate magazines and images on the skate |
| creating excitement in the audience with their feats, | | | | decks portray women. Advertising can also be an |
| the money available to female competitors is still an | | | | issue for some; clothing companies are known to hire |
| issue in championship events. | | | | models to wear the clothes in ads rather than the |
| At a recent Xbox World Championship of | | | | female athletes - - something observers say would |
| Skateboarding, for example, the top three male | | | | not occur with men's sporting apparel. That can |
| street skaters took home a total of $34,000, while | | | | create a problem when it comes to young girls |
| the top three females took home $3,600. | | | | choosing female athletes as role models: if they pick |
| While young women have participated in alternative | | | | up a magazine, the only females they see are models |
| and extreme sports from the very beginning, they | | | | skimpily dressed or in fashion photography, not |
| have not been given the same recognition as their | | | | competing. |
| male colleagues, although many are doing their part | | | | Other women have taken the initiative, one being the |
| to break through. | | | | founder of Chickabiddy, a surfing and snowboarding |
| The category "alternative sports" may have been | | | | clothing company geared to women. Along with a line |
| around for decades but only recently has it been | | | | of women's clothing, Chickabiddy sells a rash guard, a |
| called "extreme." Publicity around the word "extreme" | | | | top worn during surfing to help prevent chaffing, and |
| extends into the world of marketing, with the | | | | made especially for women's bodies. Chickabiddy |
| "extreme flavor" of a brand of chips or a drink being | | | | sponsors eight girls in both snowboarding and surfing, |
| given "extreme taste." For the industry, an extreme | | | | and also has a website for the "female action sports |
| sport is defined as a "non-traditional sport that | | | | enthusiast." |
| focuses on extreme and varying conditions, and | | | | There are other people with the aims of Chickadiddy |
| challenges both the mental and physical abilities of its | | | | founders on the web, making the Internet one place |
| participants." | | | | where women interested in extreme sports can start |
| While most extreme athletes average in their early | | | | changing their world. One place is Mxgirls.com, which |
| 20s, some involved are much younger, even in their | | | | focuses on the world of women in motocross, its |
| early teens. | | | | founder having created the site due to a lack of |
| It's not necessarily the money that drives young | | | | Internet exposure. |
| women to compete. Another motivation is to break | | | | Women are slowly breaking into the world of |
| the stereotypes about men being the only ones out | | | | extreme sports, a world where men have long |
| to get a rush of adrenaline. Despite having a love of | | | | dominated. The more of an audience they build, the |
| extreme sports, young women competing in | | | | more likely it will be that interest continues to build. If |
| extreme sports seem to have accepted the fact | | | | you're a young woman looking to "push the limits" |
| that the money is not (yet) there for them. | | | | maybe you should check to make sure you're ready |
| Sponsors now may pay entry fees, travel expenses | | | | in every part of your life, including health insurance. |
| and equipment, but the big money is still reserved for | | | | Take a look at the revolutionary, comprehensive and |
| male competitors who often get paid by sponsors. | | | | highly affordable individual health insurance solutions |
| Part of the problem, observers say, is that extreme | | | | created by Precedent specifically for you. |
| sports are driven by big business, the point being | | | | |