The brand celebrates 100 years in 2018.
Founded on unbelievable athletic feats in 1918, Ripley’s Believe It or Not! is reenergizing its history with a two-year touring, digital content, and publishing partnership with action sports entertainment brand Nitro Circus.
As a category exclusive partner, Ripley’s Believe It or Not! will be featured throughout Nitro Circus’ live shows and the Nitro World Games. Utilizing athlete ambassadors, the two brands will collaborate on original digital content and engaging experiences. As part of this agreement, Ripley Publishing also becomes the exclusive publisher for Nitro Circus, releasing its first title in Spring 2019.
Pushing human limits to the extreme for the last century, Ripley’s officially began when a young Robert Ripley pulled together a few notable feats of endurance, sketching each. He submitted the cartoon to his editors with the title “Champs and Chumps” but also offered “Believe It or Not” as an alternative. Today, unbelievable feats are still carrying on Ripley’s legacy—where Nitro Circus athletes, led by Travis Pastrana, continue to amaze audiences around the world by pushing progression and achieving what was previously thought impossible.
“Both global family entertainment brands, Nitro Circus and Ripley’s strive to make the unbelievable believable. It’s this passion and common thread that makes for a perfect partnership,” said Amanda Joiner, Ripley’s Senior Director of Publishing and Licensing.
“Nitro fans can expect a truly unique partnership between two like-minded brands. There couldn’t be a better strategic alignment, and we are excited to bring the partnership to life across the globe through live event experiences, content, and a number of publishing projects,” said Brett Clarke, Nitro Circus’ Chief Commercial Officer.