SAN FRANCISCO–Dec. 8, 1999–Fusion.com, the specialty action sports e-tailer, today announced that Robert Earl Wells IV has joined the company as extreme brand strategist. Wells is responsible for building, executing and maintaining brand awareness strategies that target Gen X and Gen Y consumers of the burgeoning action sports market, as well as implementing “groundswell” marketing strategies.

“Rob is a tremendous addition to our marketing team,” says Tom Williams, President of Fusion.com. “As a skilled marketer and true participant in action sports, he will be instrumental in helping to ground our brand in the financial world, while making it more relevant to our core consumers in the action sports world.”

Wells brings to the company an extensive background in brand strategy for youth culture targeted companies and extreme action sports markets. Part of his responsibilities include developing strategic co-partnerships, promotions, special events and celebrity alliances that help position Fusion.com as real and relevant to consumers.

“With Rob on board, we are now focusing more energy on bringing the brand to life,” says Williams. “We are confident that we can engage the Gen X and Gen Y marketplace more effectively by further rounding out our team.”

Wells has successfully implemented brand-building systems for companies in the beverage, apparel, leisure and accessories industries. As recent president and owner of Thermostat LLC, a California-based brand strategy company, Wells lead new business development, marketing and brand strategy for corporate clients such as Airwalk and Groove Productions. As de facto director of marketing for Arnette Optic Illusions (a division of Bausch & Lomb) in 1997 and 1998, Wells reorganized international marketing goals for the group during corporate branding transitions. From 1995 to 1996, Wells was vice president of marketing for Urban Juice & Soda, a $10 million specialty beverage company in Vancouver, Canada. Wells also founded and operated Snowave Snowboards, the top snowboard shop in Tahoe, Calif., from 1990 to 1994.

Wells is also a widely recognized personality in the action sports and extreme lifestyle arena. He is the host of “Paved New World”, an extreme sports lifestyle program on ESPN networks and has appeared on ESPN and ESPN2 during the recent Winter X Games as the host of athletic interview segments. Additionally, Wells has made appearances in several extreme sports films.

San Francisco-based Fusion.com is a venture-backed specialty action sports e-tailer selling brand-name action gear, apparel and accessories for the core board sports, including snowboarding, surfboarding, skateboarding and wakeborading. Fusion.com also operates a retail store in San Francisco that sells action sports gear, apparel and related accessories.