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

On the sofa talking pre match rituals with Billy Twelvetrees, Alex Goode and Danny Care for O2 Priority Sports. Part 1.

Legends are made not born.


Our first christmas cheer right here. Skate kings still on the ball. 



We married 3 Minis with 3 bikes, took them on the road and thrashed the hell out of the lot of them. See the results via the links … 




#TBT -  2005 Day In the City 4.

Dan Cates and Nick Zorlac in their dodgy geezer prime.  

Also featuring Ross McGouran, Jerome Campbell, Jak Pietryga and many more

Innovator and educator. As good today as it was  back then - Natas Kaupas

NikeSB Light up the Streets, London a Skateboarding video by Sidewalk

24/10/2014 - Over 200 skateboarders skated through the streets of central London and took part in a jam on the newly built bank to wallride at BaySixty6 skatepark. SB riders, locals and Sidewalk Magazine editor Ben Powell blasted through the West End, from Nike Town London, to Slam and finishing up at Bay for one of the best jams the park has seen this year. 

Ritual - 30 Years of BMX in the Jugendpark (full length) a BMX video by freedombmx

BMX in the Jugendpark “it’s so rider owned and rider controlled and DIY’D. It’s the most unofficial, official event in BMX” - Matt Hoffman. Watch 30 years of it here. 

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

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

Real Life Interaction

With a multitude of established events within our editorial calendar we regularly engage consumers with brands.

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, APPs and magazines we have a reach of over 4 million consumers. This combined with our content seeding operation opens up an unrivalled number of channels for content to be placed.

Accelerated Distribution

a) Social Media: With a dedicated social media team we can develop a strategy to build presence and leverage our 1.5 million followers.

b) SEO: Through our sister agency ( Forward 3D ) we deliver a high quality service based on solid data analysis and on-site tech, fused with campaign based content marketing fully integrated into all online and offline channels.


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


As part of the Forward Internet Group , we have a development team who operate at the highest level.

Events Creation

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

Contract Publishing

Known for creating some of the most credible and inspiring magazines in the market, we feed our experience into projects and leverage our position in the print and paper market.

Media planning & buying

Our broad experience within the general media market enables us to plan and buy truly effective advertising campaigns. With our parent company, Forward Internet Group, being one of Google’s biggest UK advertisers, we have the knowhow to deliver the best possible results.

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 your goals and ideas.