Gravity is for Sissies - 
Export A expands its Extreme Sports Series (in defiance of bans)

Although Canada's Tobacco Act limits sponsorship-promotion of cigarettes to events grandfathered to 1997, Japan Tobacco's Canadian affiliate has chosen to expand its sponsorship promotion to a number of new events across Canada, including many events popular amount teenagers and young people.

At events like the Molson Sno-Jam, Export A has climbing walls and other popular events, where they distribute marketing trinkets (like key-chains) marked with the distinctive extreme "x."  Among the items distributed in 2001 was a screen-saver cd-rom, which contained a fast-paced, high-energy romp through racing, sky-diving and other extreme sports.

 Extreme Sports signs continue to be displayed at retail, and advertisements are placed in weekly newspapers 

Even fishing is extreme, when its sponsored by Export A Tobacco