ASR has launched a new sister show, Virtue: Powered by ASR. Virtue, held across the street from ASR at the new Hard Rock Hotel, will feature lifestyle collections inspired from the cultures of mixed martial arts (MMA), freestyle motocross (FMX), tattoo culture, art and music.
“The mixed martial arts discipline is one of the fastest growing sports in America right now,” explains Andy Tompkins, ASRs Group Show Director. “Weve had strong interest from both the exhibitor and retail side to offer a trade event for this emerging market. With Virtue, we can offer buyers a focused look at these edgier styles and give brands the opportunity to make a real impression on retailers.”
ASR brings 18,600 attendees including 6,600 buyers and distributors, 500 members of the media and industry leaders to San Diego every September. The recent opening of the Hard Rock Hotel pairs Virtue with a premier event center that has a well-matched vibe right in the heart of San Diego.
“There are a lot of retailers that are already carrying edgier lifestyle brands alongside surf and skate inspired sportswear,” explains Tito Ortiz, MMA athlete and founder of Punishment Athletics. “Virtue gives us the opportunity to reintroduce ourselves to retailers that may have preconceived ideas about MMA, while making an introduction to others who are curious about this industry.”
Brands invited into the initial brand lineup for Virtue include, Sullen, Metal Mulisha, Tap Out, Triumph, Throwdown, Punishment, Hitman, Premier Fighter, Sinister and many more. To see a full list of brands showing at Virtue, please go to virtuebyasr.com
“MMA is long overdue for a trade only event. Virtue brings the combination of ASR quality, clients and experience into the first legit MMA inspired tradeshow,” says Hans Molenkamp, founder of Triumph * United. “Virtue is the future off MMA retail!”
