T-Mobile USA Announces Partnership With World-Renowned Professional Skateboarder Tony Hawk

June 05, 2008

Collaboration Includes the New T-Mobile Sidekick LX Tony Hawk Edition

New York, N.Y. and Bellevue, Wash. — Jun. 5, 2008

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® Sidekick LX™ 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 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 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 www.sidekick.com and will receive a notification to alert them when it is available. Please visit www.sidekick.com for T-Mobile Sidekick news and updates.

Lindsay Morio

T-Mobile USA Media Relations



About T-Mobile USA, Inc.

Based in Bellevue, Wash., T-Mobile USA, Inc. is the U.S. wireless operation of Deutsche Telekom AG. By the end of the first quarter of 2010, approximately 150 million mobile customers were served by the mobile communication segments of the Deutsche Telekom group - 33.7 million by T-Mobile USA - all via a common technology platform based on GSM and UMTS, the world's most widely used digital wireless standards. T-Mobile USA'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.