Action sports brands continue to shift toward the Outdoor Retailer show in the wake Nielsen's decision last year to kill the Action Sports Retailer show. For instance, Billabong is taking over Meeting Room 250 near the entrance to the Outdoor Retailer Summer Market 2011 has until last year housed The North Face booth.
Alongside its flagship brand, Billabong will display Element, Nixon, Von Zipper, Sector 9 and Honolua. Long time exhibitor and Billabong brand, DAKINE, will maintain an individual presence on the main floor. For 2011, The North Face will have an expanded exhibit on the main floor as it did during the winter show.
Billabong joins dozens of long-time action sports show veterans including Reef and Smith, and second-time exhibitor, O'Neill. Surftech and others started showing SUP (stand up paddleboard) hardgoods at the Summer Market about five years ago, before the big swell in that niche began, and beach footwear staples like Olukai, Havaianas and Sanuk have recently made their mark at OR too. Attendees will also see the latest from apparel and accessory brands Hurley, Quiksilver Waterman and Rusty.
“We had so many people coming out of the woodwork to tell us that they love our products and were excited that we were here – in fact their attitude was 'It's about time!'” said Marc Prefontaine, marketing manager for O'Neill Wetsuits, which is doubling the size of its footprint at the show.
Action sports retailers from around the country match the enthusiasm of participating brands as they make plans to join the industry in August.
In commenting on Outdoor Retailer's potential value to other action sports retailers, ZJ Boarding House Co-owner Mikke Pierson commented, “I think the show really opened my eyes to what is going on in the outdoor world… It really feels like the brands are sticking to their roots while also embracing and investing in technology. The show is huge and the products very diverse, from technical to fashion. The show felt very relevant and the buyers and vendors all seemed very busy. I certainly learned a great deal and I'm very glad I went.”
“The enthusiasm and commitment we are seeing from action sports brands and retailers is a welcome addition and infusion to the outdoor product offerings attendees will experience at Summer Market,” said Kenji Haroutunian, Outdoor Retailer show director. “Plus, the broad base of qualified retailers who engage with these brands will not only extend distribution, but help differentiate themselves with new active outdoor product. It's a winning combination for sure.”
