The Action Sports Retailer (ASR) Show in San Diego wrapped up with exhausted retailers smiling as they headed back to stores around the world. With organizers predicting a 10% increase in retail attendance and placing 200 additional booths compared to September 2004, the ongoing strength of the action sports world is evident. An estimated 7,000 buyers, 500 media and 700 brands contributed to ASR’s booming attendance. Buyers at ASR were met with complete fashion lines from surf, skate, snow and youth culture companies, rocking events and enough brands to keep them booked for three days solid.

“Collectively, the industry stepped up. Retailers brought multiple buyers and exhibitors displayed distinctive styles which have global appeal,” says Kevin Flanagan, ASR show director.

The expansive event line up ranged from fashion shows, to dozens of movie premieres, world championship skate contests and opportunities to give back to endemic charities. Designers were front and center both unveiling the most creative lines ever for the established companies and as founders of their own new companies in areas such as ASR’s GoldBox Mission. But the real news could be found in the booths and on the orders written at ASR.

Business Booming Industry Wide

“This is a really good show. I’ve never seen it as busy as this year. Every single booth was busy. It is amazing to see the direction of surf going up again!” says Ron Adbel, Owner, Jack’s in Huntington Beach. Surf brands such as O’Neill, Jedidiah and OP noted that this was one of the best ASR shows ever. Skate and swim brands joined the surf boom and were taking down orders left and right as well. “There’s a lot of business getting done at ASR. Twice a year I come to see people and talk face to face with the companies I work with.” Eric Miura, vice president of Miura Store in Kapaa, HI.

Even ASR veterans were amazed by the floor’s activity level, finding it a good barometer of the action sports industry’s health. On the surf side, Steve Ward, national sales manager of O’Neill says, “Great show. Great energy. One of the most exciting shows we have had in years. The whole industry was abuzz making business at the show fantastic!”

The skate side seems to be sharing in this boom. From inside the Sole Technology booths, Yasemin Oktay director of marketing backs that up, “Everybody seems to be saying that business is up. There is a lot more excitement in action sports right now – you see it in the brands, booths, number of events and people.”

New Brands Debut at ASR

To help buyers connect with the new brands at ASR during their busy days, ASR created the GoldBox Mission. GoldBox is a collection of new to ASR brands that are just starting to enter the action sports world.

While it would be easy to say that the Boost Mobile bar and DJ drew people to the GoldBox Mission area, buyers reported being drawn in to the area by the cutting edge designers. “GoldBox Mission is a nice addition. I like that it is set aside and a little swanky. I went yesterday for a quick look and am going back today to look through the lines more closely.” says Kendra DeHaven, co-owner, Colorado Board Shops. Abdel, owner of specialty retail powerhouse Jack’s, also cruised through and is planning to pick up at least one of the GoldBox Mission lines.

“We opened a few big accounts, such as Journeyz and were able to get the word out with a few TV appearances too,” says Stephanie Gomez, co-owner of Lil’ Punk. The guys at Turkey were digging the vibe in GoldBox, “It’s cool. This place was rocking. We were really able to get our mojo going in here,” says Chew, co-creator of Turkey. This isn’t the last that you’ll see of this year’s GoldBox Mission brands. “I paid for my booth ten times over on the first day!” added Richard Wilhelm, founder, Salt Optics.