ASR 2008 Sets the Pace for Tomorrow’s Trends
On January 24th – 26th, the Action Sports Retailer Tradeshow (ASR) rolled into San Diego (www.asrbiz.com), with over 500 of the industry’s hottest brands showcasing the latest trends in action sports. During the three day event, manufacturers of surf, skate and snowboard-related gear, unveiled their secret collections for 2008.
There to premier all the action was the ZexSports Media Team. ZexSports President Espree Devora said, “It’s remarkable to see how much can be effectively accomplished during this three-day forum. As one enormous powerhouse, ASR has opened the doors to emerging brands and established retailers, making it an ideal networking event. Undoubtedly, the rows of booths we see today will evolve into the biggest brands we will see tomorrow.”
For 26 years, ASR has been the leading industry trade event, bringing action sports manufacturers and buyers under one roof. Held biannually at San Diego’s Convention Center, ASR provides a unique platform for retailers, distributors, athletes, designers, media and manufacturers. 
Among the featured booths at this year’s ASR were Billabong, Element, DC Shoes, Cobian, Hurley, Quiksilver and Stoked Mentoring. Pulling out all the stops was Vans (www.vans.com) with its simulated shoe store, equipped with a lounge area and plasma TV airing skate vids. Vans has blended innovation and tradition in their new line of products.
According to Body Glove Sales Manager, Noah Gellis, the benefit of ASR is its ability to provide businesses with buying power that cannot be found anywhere else. (www.bodyglove.com) “ASR is the key to promotion,” says Gellis. “Since the very beginning, Body Glove has been coming to these tradeshows in an effort to promote our brand and expand our market. This year, we are extending our clothing line with water-repellent swimsuits, women’s board shorts and vibrant designs.”
Body Glove’s ‘Divine’ collection features flower-print bikinis that gather at the sides. Creative designers have also added plum into this year’s color palette. “Body Glove has been around since 1953,” adds Gellis. “Based on the feedback from ASR, we anticipate that 2008 will be our best year yet.”
Joining in the fashion frenzy was Foam Magazine (www.foammagazine.com). On January 24th, the publication kicked off ASR with “The Breakfast Club,” a runway show highlighting the newest collections from Matix Girls (www.matixclothing.com). Strutting the catwalk were models from Jet Set (www.jetsetmodels.com), dressed in sexy swimsuits created by the most talented designers in action sports.
As one of the newest brands to enter action sports, Vices of Our Virtues premiered their men’s line of hoodies, shoes, belts, and shirts. (www.vicesofourvirtues.com). “ASR is the perfect place to launch our brand,” says National Sales Director, Carrie Campbell. “Here, we are able to establish relationships with action sports retailers and distributors, in an effort to have our products in stores by early Spring.”
Tapping into the world of accessories was Paul Tyner, Director of Anarchy and Angel eyewear (www.anarchyeyewear.com). According to Tyner, ASR helped the company transition smoothly from sports sunglasses to fashion eyewear.
Also coming in strong at ASR was Allyance clothing (www.theallyance.com). Marketing Director Jason Arnold said the company has gained recognition with its expanded product line and new list of team riders.
“We’ve made some really significant steps in the last six months to grow Allyance the correct way,” states Arnold. “This step up is quite noticeable at ASR, as we’ve scored a spot on the floor that is arguably the hottest zone, and we’ve secured exclusive sponsorship of the Retailer Lounge. We’ve been looking forward to this show probably more than any other. Its make-or-break time, and Allyance is firing on all cylinders!!”
Going where few brands have gone before, Famous Stars and Stripes found a niche that caters to both action sports and the music industry. (www.famoussas.com) Centering their booth was a pimped-out muscle car. Famous Stars and Stripes also had a live performance by the rap group, Three 6 Mafia (www.three6-mafia.com). “We are a lifestyle, and not just a brand,” says Sales Representative, Brooke Baker. “Our clothing is cutting-edge and unique to the industry. We just opened a new store in LA and have plans to expand nationally. ASR helps to pave the way for our continual growth.”
Hot Tuna (www.hottunausa.com) took fashion into a whole new season, with its debut of the 2008 snowboard collection, ‘Cold Tuna.’ According to Hot Tuna’s Global Ambassador, Cody Graham, releasing a winter line was the next step in development. “Cold Tuna has allowed us to tap into the European market, especially in England and Germany” says Graham. “This year we’ve also added Hot Tuna accessories like handbags, hats, belts and scarves.”
Hot Tuna Swimwear Designer, Anya Violet helped increase sales with her innovative creations like neon stripes, lipstick prints and tie-dyed patterns.
This year’s tradeshow was not all about fashion, however. For those wanting to blend work and play, the ASR skate area featured a mini-ramp and street course. Capping off ASR was the January 26th Matix-sponsored, “Lord of the Lines” skate contest. During the competitive showdown, three skaters battled it out for the $16,000 cash purse.
As organizer of the event, Brian Schaefer from Skatepark of Tampa, considers skateboarding the backbone of ASR (www.skateparkoftampa.com). “My goal is to act as the liaison between the skate industry and ASR,” says Schaefer. “Each year, in an effort to promote skateboarding, we hold contests, operate skate demos, and bring out the pros. Getting these guys out there on the ramps is the best way to promote the sport.”
Despite the party atmosphere (complete with kegs of beer and world-renowned DJ’s) thousands of orders are written, accounts are opened and contracts are drawn. In addition to display-booths, ASR 2008 features contests, movie premiers, fundraisers, seminars and fashion shows.
The Board Builders Pavilion provides an avenue for retailers and shapers to discuss board construction and technology. Taking a step toward a green tomorrow, ASR has partnered with the Action Sports Environmental Coalition to develop more sustainable business practices and products. All the latest eco-conscious products were on display in the “Green Room.”
Many ASR visitors considered the event’s highlight to be the killer after-parties. On Thursday night, Hot Tuna and Vice magazine took over Aubergine nightclub (www.viceland.com). On Friday night, twelve sponsors including Emerald City, Billabong, Reef, Sector 9, Nicalandnow and Solspot teamed up to host, “Punks Not Dead, Neither is Emerald City, so Shut Up and Drink!”
More action went down at the Hard Rock Hotel, where Surfrider, Project Blue and SIMA joined forces to raise money for charity. During the night, O’Neill premiered its latest surf vid, The Life.”
“ASR is much more than a trade show,” says ASR Show Director, Andy Tompkins. “In large part this is because of the creative energy the entire industry puts into ASR’s one-of-a-kind event schedule. While ASR is focused on connecting the world’s best buyers and sellers in the business of action sports, we’re always looking for new ways to make the whole experience richer for our guests that travel from around the world to attend ASR.”
For more info, visit www.asrbiz.com.
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