Lifelounge has struck a partnership deal with Pop Magazine to create a new online news site for surfing, skateboarding and snowboarding enthusiasts.
The new board sports site will be run as a joint venture between Lifelounge, a youth marketing agency, and Pop Magazine, which already covers the genre of action sports.
The companies said that they wanted to bring the sports to a wider audience with the launch.
“The goal for the company”, said Rick Baker, creative director at Pop, “is to make household names out of the huge talent we have in these sports.
“We grew up snowboarding, skating and surfing. It's a passion and a lifestyle and something we're very close to. Up until now, what makes these sports so much fun really hasn't been shown to a broader audience within Australia with a credible, respectful voice.”
Jamie Driver, director of media at Lifelounge, said: “Reminding us of how Lifelounge started in 1999, the passion, energy and professionalism of the Pop team is outstanding.
“Lifelounge’s skills and expertise will help expedite Pop to new audiences, bring widespread attention to the surf, skate and snow arena, and create the largest digital news platform for surfing, skating and snowboarding in Australia”.