Throwback Thursday

Throwback Thursday: X is for X-Treme

Throwback Thursday
Emily Regan

As we prepared for the dawn of the new millennium in the late 90s, we knew we had to kick it up a notch. We couldn’t just have regular products, they had to be edgy! Cool! Hardcore! And most of all, extreme! In fact, our stuff was so awesome that we were too cool to spell “extreme” like normal users of the English language. Instead, we often reverted to the alternative spelling “X-TREME” because nothing says hardcore like a hyphen.

Take that, authority!

The overuse of “X-TREME” extended from food:

Why? Why was this a thing?

Why? Why was this a thing?

to personal hygiene products:

"YOU WILL SMELL SO FUCKING GOOD!!! XTREME!!!!"

“YOU WILL SMELL SO FUCKING GOOD!!! XTREME!!!!”

to food again:

I hate to break it to you, but if your product is popular in retirement homes, it'll never been extreme.

I hate to break it to you,
but if your product is popular in retirement homes,
it’ll never be extreme.

to games:

Come on, Sonic, you're better than that.

Come on, Sonic,.
You’re better than that.

and back to food yet again:

This is how your guests will know that your cocktail party is brought to them by a motherfuckin' badass.

This is how your guests will know that your cocktail party is brought to them by a motherfuckin’ badass.

I don’t know how anyone else felt, but I felt like advertisers were constantly screaming at me. In the 90s, I had glasses and wanted to read all the time–there was nothing “X-TREME” about. To be fair, that statement is probably still true now.

That's me on the far left.

That’s me on the far left.

In retrospect, I think all the X-TREME marketing was just preparing me for the godawful bloodbath of political fights that now happen on social media since I’m already desensitized to the screaming. However, there’s a lot less candy these days.

Today’s candy just seems so boring in comparison.

Happy X-TREME Throwback Thursday!

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