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... new versions of older sports, made possible my technological changes or improvements in equipment. Extreme sports have been characterised as "alternative sports" in part because they are seen as alternatives to older, established sports, but also because many athletes adopted an alternative lifestyle known as punk & later grunge. They have become an established part of Urban Culture. Major corporations are tapping into extreme sports because they attract a very coveted audience: youths 12 to 19 with a disposable spending allowance estimated at $103 billion a year. For instance, Mountain Dew began using extreme sports images in its TV campaign and saw sales soar. According to the Sporting Goods Manufacturers Association's (SGMA) analysis of the current Superstudy on Sports Participation, the dominant characteristic of the most popular extreme sports is forward. 2.2 Pest Analysis: 2.2.1 Political:> Devolution in Wales - The Welsh Assembly has departments & legislation that deals with Sport, environment & ...