ShredOrDie will seek to mix extreme-sports and celebrity culture in a manner similar to FunnyOrDie’s blending of comedy and celebrity, according to The Hollywood Reporter.
Initial site content include Hawk interviewing Lance Armstrong, snowboarder Shaun White, Christian Slater and skateboarder Ryan Sheckler, along with a range of action videos from sports including skateboarding and snowboarding. ShredOrDie also will feature user-generated video.
FunnyOrDie has had a mixed reception to date, starting with a bang as Will Ferrell’s initial clips gained widespread viral views, to only give way to lower traffic. More recently FunnyOrDie saw another surge after hosting the spoof Eva Longoria sex tape. It will be interesting to see whether Ferrell’s model will successfully work in a different vertical.