We are
Prime & Fire

A London based agency specialising in the integration and leverage of brands within the action sports and lifestyle market.


We are constantly combing the digital shores in search of the flotsam and jetsam of what we consider nice – why not waste some time on our blog?

View our Blog

This is the final edit in P&F and Oakley’s series “Live Yours.” We follow Jenny as she shreds down the slopes of Iceland, forging her own trails and living her obsession.

Rider: Jenny Jones

Location: Iceland

P&F’s final edit of the “I Am Different” series follows James Bryant on his snowy adventures, as a snowboarding photographer.

The fifth instalment of Nikon’s 6 part series “I Am Different.” In this edit P&F follow the extraordinary life and talent of BMX photographer Duncan Smith.

This is P&F’s 4th edit for Nikon’s “I Am Different” campaign; this edit shot a day in the life of Daniel Wagner skateboarding photographer.


P&F hosted another amazing night with Nike SB. We premiered their latest film, Chronicles 3 at Hoxton Gallery. Definitely a night to remember.


Nike SB riders helped break in the new features at Southbank


Working on a new project with Nike SB down at Southbank over the next month. Stay tuned… 

Our third edit for Nikon took us to the Lake District to profile Italian photogrpaher, Olaf Pignataro with cyclist, Julian Pearson

we do

Brand communication needs to be powerful, authentic and have the ability to engage audiences seamlessly across all outlets.

We work with brands to create, deliver and distribute credible action sports content and events to core and mainstream communities on a variety of digital and print platforms.

Content & Video Production

In-house writers, photographers, producers, designers and cameramen and a major network of contributors. we have the experience to deliver both targeted and engaging editorial, digital and video content across multiple platforms.

Content Distribution

As well as creating strong content we have the ability to distribute it across our own platforms to a targeted audience. Through Factory Media’s portfolio of websites and social we have the ability to reach millions of consumers. This combined with our content seeding operation opens up an unrivalled number of channels for content to be placed.

Media Planning & Buying

Our broad experience within the general media market enables us to plan and buy truly effective advertising campaigns.

Event Creation

We conceive and create some of the most innovative events for brands within the action sports market.


Effectiveness is key to any campaign - we have a research team that tracks activity and feedback against a set of KPIs.

Market Consultancy

With years experience in the action sports market, we offer credible advice and consultancy on brand integration business needs. Connecting brands with the best athlete talent, product trends, retail and marketing advice, our team are available to help create and develop goals and ideas.