The Quest for ‘New’ and ‘Next’ Leads to ASR January

Laguna Beach, CA (November 25, 2003) — ASR January 17-19th ‘Back to Business, Back to San Diego’ will bring a fresh crew of emerging labels and, of course the finest established brands around. Over the past 2 decades, ASR has become the preeminent show to unveil new labels and styles in the action sports and youth lifestyle market. This year get a first peek of what’s to come from the year’s most highly anticipated brands like Mada, Modern Amusement and Z-Brand and the new lines from Hurley and Alpinestars only at ASR at ASR January 17-19, 2004 at the San Diego Convention Center.

“The youth culture audience craves innovation and is always looking for ‘what’s next.’ ASR has always been the place to catch the very latest, be it a brand or trend,” says Kevin Flanagan, ASR Show Director. “Retailers use the show not only to buy for the season from their current brands, but also use this valuable time to pick up new labels and gauge lines for the next year.”

Talk is already buzzing around Mada, the new label coming from Ezekiel founders and the head designer described as having an ‘edgy fashion vibe’. “We see that the marketplace needs new brands. Mada has the feel and look of a new company, but with the experience and maturity of an established brand,” says Vince De La Pena, co-founder of Mada. “We picked ASR as Mada’s first showing, because southern California is the heart of the action sports industry and we are based here, so it is just natural.”

While Modern Amusement could previously be found mostly in Japan and Europe, the US market is demanding more of the line. “We are attending ASR for the first time in years as part of our effort to reach and expand into the US market,” says Kurt Schroeder, Director of Marketing at Modern Amusement.

After years of attending the show as a buyer, Bryan Johnson, Brand and Product Director for a denim driven apparel brand labeled Z-Brand, will be returning as an exhibitor. “ASR is a good show and a great opportunity to ground ourselves with specialty stores you can only find here,” he says of Z-Brand’s decision to introduce themselves to the action sports market at ASR.

Established brands like Alpinestars continue to use ASR to launch new lines and expand popular lines like women’s and juniors. “Alpinestars looks for quality specialty retailers, ASR has them and a nice mix of buyers that match our level, clean and paced growth mentality,” says Bill Gage, National Sales Manager for Alpinestars, who is expanding farther into soft goods through a women’s line with motor sports influence.

Swim continues to grow at ASR with Hurley entering the market for the first time and Girl Star returning to the show with Brazilian cut suits. Check in with Hurley’s new line of bikinis and tanks at ASR in the Hurley booth and Girl Star right next to Aaron Chang.

2004 DatesASR January 17-19 San Diego NEW DATE! NEW PLACE!

ASR FALL March 9-10 Huntington Beach

ASR Europe July 11-13 Anglet, France

ABOUT ASR

ASR (Action Sports Retailer) Trade Expo, produces industry only events for the surf, skate, snow, moto and youth culture world. With 4 events a year, ASR is THE place for the industry to get the very latest trends, styles and designs year round and now worldwide with the introduction of ASR Europe. For additional information regarding ASR, please contact Lora Bodmer at Stanwood & Partners Public Relations by phone 307/733-1514 or email at lbodmer@wyoming.com. Or visit the official ASR website at http://www.asrbiz.com