T-Mobile USA Announces Partnership With World-Renowned Professional Skateboarder Tony Hawk
Posted on June 5, 2008
Filed Under mobile phones
Collaboration Includes the New T-Mobile Sidekick LX Tony Hawk Edition
BELLEVUE, Wash., June 5 /PRNewswire/ — T-Mobile USA, Inc., has aligned
with one of the world’s greatest action sports stars, Tony Hawk, for a
multiplatform partnership that includes the creation of a limited edition
T- Mobile(R) Sidekick LX(TM) device, presenting sponsorship support and
programming for Tony Hawk’s Boom Boom HuckJam 2008 North American Tour, and
events benefiting the Tony Hawk Foundation.
As one of the most renowned professional skateboarders in the world,
and a respected ambassador of the ever-popular action-sports world, Tony
Hawk has brought attention to the sport of skateboarding on a mass level,
becoming a household name and role model for his fans, while maintaining an
authentic edge among his core peers. Through close collaboration with Tony
Hawk, T- Mobile is providing Sidekick enthusiasts with a limited-edition
version of the popular T-Mobile Sidekick LX this summer.
Tony puts his personal design on the iconic device by giving it a true
skateboard look. The bottom cover of the device is outfitted to resemble
and feel just like the top of a skateboard, including a texture like
grip-tape and eight simulated screws. The limited-edition Sidekick also
features a slate- grey shell, accented with blue and white designs, and
Tony’s well-known hawk graphic. A customized Tony Hawk theme will be
included on the device featuring an exclusive video of Tony performing
tricks, a Tony-inspired background, and skate-themed swivel screen open and
close sounds.
In addition, the T-Mobile Sidekick LX Tony Hawk Edition will be the
first Sidekick to ship with video record, play and share. It also includes
other enhancements such as a more personalized Web browsing experience,
stereo Bluetooth support, easier downloads and more options for theme and
background personalization.
“I’ve been a loyal Sidekick user since the first model that launched
back in 2002; I use my Sidekick for everything from staying connected to
friends to keeping my hectic schedule on track,” said Tony Hawk. “I’m
excited to be collaborating with T-Mobile to create a brand new, custom
Sidekick LX that will represent action sports, as well as my own style.”
“Tony Hawk is a global sports icon revered and respected by people of
all ages,” said Mike Belcher, Director of Integrated Marketing for T-Mobile
USA. “His ability to keep connected to his friends, family and others while
maintaining a busy, fast-paced lifestyle is what the Sidekick brand is all
about.”
To support the availability of the T-Mobile Sidekick LX Tony Hawk
Edition, T-Mobile will launch a national consumer promotion and also
implement programming for the Tony Hawk Foundation and the annual Tony
Hawk’s Boom Boom HuckJam action-sports tour. For the national promotion,
beginning this summer, T-Mobile Sidekick will offer consumers and Sidekick
fans alike a chance to win the ultimate prize package that will include a
trip to Los Angeles and an opportunity to meet Tony in person, including a
VIP pass to attend his annual charity event, Stand Up For Skateparks, in
Beverly Hills, Calif., benefiting the Tony Hawk Foundation. More
information on the promotion, including full contest entry rules and
restrictions, can be found at http://www.sidekick.com later this summer.
Tony Hawk created the Tony Hawk Foundation in 2002 to help promote and
finance public skateparks in low-income areas. The Foundation will launch
its signature Stand Up for Skateparks benefit in East Hampton, N.Y., later
this year to benefit the cause, raise funds for the development of future
skateparks, as well as to launch the new T-Mobile Sidekick LX Tony Hawk
Edition. T-Mobile will also be a Premier sponsor of the Foundation’s Stand
Up For Skateparks annual benefit in Beverly Hills, Calif. In addition,
T-Mobile Sidekick is the presenting sponsor for Tony Hawk’s Boom Boom
HuckJam 2008 North American Tour, a multicity tour beginning this summer
featuring the world’s best skateboarders, BMX bikers and freestyle
motocross riders performing exciting routines on a million-dollar ramp
system over live music. Since its inception in 2003, the hugely successful
HuckJam tour has sold out venues across the country every year. In select
markets of the Boom Boom HuckJam Tour, T-Mobile Sidekick will work with
local radio stations for additional ticket giveaways and provide another
opportunity for Tony Hawk fans to meet their icon.
This summer, all Sidekick LX customers will receive an over-the-air
update that includes the new functionality that is integrated in the
T-Mobile Sidekick LX Tony Hawk Edition, such as video recording and
playback ability, an alarm clock, stereo Bluetooth support, and Bluetooth
file transfer support. The limited-edition Sidekick also features all of
the great functionality that Sidekick LX customers have grown accustomed
to, such as seamless Web browsing; a dynamic MySpace experience, available
for download; instant messaging; e- mail; and a best-in-class keyboard.
Key features of the T-Mobile Sidekick LX Tony Hawk Edition include:
— Iconic swivel screen and full-QWERTY keyboard (manufactured by Sharp)
— WQVGA screen with high-definition LCD technology
— Stereo Bluetooth support
— Web browser and JavaScript support
— Personalized Web surfing: full-page layout similar to a PC or standard
Sidekick screen-size layout to scroll and read a page; use Mini Page to
zoom out on an overview of an entire Web page; save images from Web
pages to the microSD card
— Record, play and share videos: record videos using the camera; receive
video attachments from e-mail, picture messaging, or sideload videos to
the microSD card; play video using the built-in media player; share
videos via e-mail, Bluetooth support or picture messaging
— Easy downloads: install and use downloads without the need to restart
the device; set a theme as the device’s default instantly
— Built-in music player that supports MP3 and AAC
— Mood lights: customizable light settings for various communication
alerts including SMS, MMS, IM, phone, e-mail, Web browsing and
organizer reminders
— Customized MySpace Mobile application available for purchase through
the Download Catalog
Current Sidekick customers will have a chance to be the first to
upgrade to the T-Mobile Sidekick LX Tony Hawk Edition in July through
http://www.t-mobile.com or by calling 1-800-T-MOBILE. It will be available
nationwide soon thereafter at select T-Mobile retail stores and dealers.
All customers will be able to pre-register on http://www.sidekick.com and
will receive a notification to alert them when it is available. Please
visit http://www.sidekick.com for T-Mobile Sidekick news and updates.
About T-Mobile USA, Inc.
Based in Bellevue, Wash., T-Mobile USA, Inc. is the U.S. operation of
Deutsche Telekom AG’s Mobile Communications Business, and a wholly owned
subsidiary of T-Mobile International, one of the world’s leading companies
in mobile communications. By the end of the first quarter of 2008, 123
million mobile customers were served by the mobile communication segments
of the Deutsche Telekom group — 30.8 million by T-Mobile USA — all via a
common technology platform based on GSM, the world’s most widely used
digital wireless standard. T-Mobile’s innovative wireless products and
services help empower people to connect to those who matter most. Multiple
independent research studies continue to rank T-Mobile among the highest in
numerous regions throughout the U.S. in wireless customer care and call
quality. For more information, please visit http://www.t-mobile.com.
T-Mobile is a federally registered trademark of Deutsche Telekom AG.
Sidekick is a federally registered trademark, and Sidekick LX is a
trademark of T-Mobile USA, Inc. All other trademarks are the property of
their respective owners.
About Tony Hawk, Inc.
Tony Hawk, Inc. is a world leader in its field with the unprecedented
ability to bring alternative sports and their unique lifestyle to the
masses while maintaining an indispensable edge of authenticity with the
market’s hard-core, trendsetting audience. Founded by Tony Hawk in 1998 and
based in Vista, CA, the company is organized into five segments:
Merchandising, Events, Endorsements, Film and Digital Media. These
lifestyle sports include skateboarding, BMX, Motocross, surfing and
snowboarding. Consumer goods bearing the Tony Hawk brand have dominated
several markets, including interactive games, skateboard hard goods,
lifestyle apparel, toys, publications and more.
SOURCE T-Mobile USA, Inc.
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