пятница, 14 сентября 2012 г.

BOARD SPORTS TO DEBUT AT MAGIC; MORE THAN 40 BRANDS TO SHOW AT NEW ALTERNATIVE SPORTS SECTION. - Daily News Record

MAGIC has added yet another section to its young men's mix. Board Sports, an alternative sports section, will now be located at the North Hall at the Las Vegas Convention Center.

Board Sports will include apparel, accessories and hard goods from approximately 40 brands. In addition, the area will feature Vert Ramp Demos, which will be taking place on a 32-foot vert ramp by Ramptech. Sponsored by Axion and JNCO, the demos will feature some of the world's top skateboarders and BMX riders taking part in the two daily performances.

'The alternative sports market is one of the most influential industries driving youth fashions,' said Joe Loggia, president of MAGIC. 'The Board Sports area at MAGIC will provide exhibitors and retailers an environment to translate the energy and adrenaline of this marketplace into business.'

The companies that will be present are Axion Footwear, Blue Planet Surf Gear, Body Glove, Body Parts, Bodywaves, Boomdoggers, DC Shoes, Duke Kahanamoku, Fluid, Gordon & Smith, Gotcha, Hang Ten, Happy Shirts, Helly Hansen, Hempy's, Hobie, Jimmy'Z, Kingdom Skateboards, Lassen Hawaii, Maui and Sons, Merge/Dub & Droors, OP, Oshima Gun, Pipeline, Quiksilver USA, Red Ink, Rusty, Scorpion Bay, Sector 9, Solitude, Suburban, Tavarua Island Surf Co., Three Box Set, Toes on the Nose, Tum Yeto, Vexel Bros., Vision Sports, Zapele and Zero Gravity.

Poised to make a particularly big splash is Oshima Gun. The four-year-old company is now a division of Cotton Reel, and the companies have joined forces to produce a new line of board sport-driven apparel.

At MAGIC, Oshima Gun will debut its new line of wakeboard apparel. 'Wakeboard apparel was previously strictly for enduring the sport, but board shorts are turning into the mainstream. One can even see teenagers wearing them in the dance clubs,' said Amy Hall, founder of Oshima Gun. 'It is really difficult to keep up with the growth, but we are trying to pump the styles out with innovative differences from the rest of the fashion streetwear. There will be some cool colors with different designs and lots of transparents.'

'Wakeboard-specific apparel is a lifestyle as opposed to just a sport,' said David Weinberg, president of Cotton Reel, which previously targeted the 25- to 55-year-old man .

According to Hall, all production will be done in Canada. Distribution, however, will be available throughout the United States either directly through the company or through other companies such as Pacific Sunwear. Prices for Oshima board shorts will range from about $30 to $50.

Me and Machado

When Spoon was looking for a new addition to its red-hot watch line, the company decided to employ the efforts of Rob Machado, Team Spoon athlete, pro surfer and Epic recording artist.

'We didn't just slap the Machado name on an existing Spoon style,' said Katherine Mahoney, Spoon's advertising manager. 'Rob's close involvement insured that this watch was designed specifically for surfing, and many of the features are exclusive to the Machado design. Rob's expertise was invaluable.'

Features of the new Rob Machado watches include a urethane and silicone composite band for increased comfort and breathability, and bezel screws for high durability. An additional safety guard keeps the clasp fastened and silicon guards have been added to the case-sides to provide increased shock resistance and prevent accidental operation of the buttons. Like all Spoon watches, the Machado design is water-resistant to 100 meters, shock-resistant and able to withstand extreme temperatures.

Another personal touch added by Machado is the world timer function that displays the time and corresponding country code for 38 cities, including all of the world's greatest surf locations. At the touch of a button, consumers can find out the time in places including Jeffreys Bay (South Africa), Mauritius, the Maldives, Java, Bali, Tahiti, Hossegor and Hawaii.

There will be two Machado signature styles, and only 800 of each style will be sold in the U.S. Both models are priced at $210 and have just hit board shops such as Local Motion in Waikiki Central, Brave New World in Point Pleasant, N.J., O'Neill's Surf Shop in Capitola, Calif., and Sera's in Hawaii.

Degrees of Difficulty

If you were looking for an ordinary runway show, 33 Degrees' event at Boylan Studios in New York last month was not the place to be. The runway spectacular boasted 30 models performing activities such as flame throwing, bicycle stunts, in-line skating, skateboarding, breakdancing and Tae Kwon Do.

'It had to shake things up,' said John Finch, president and owner of 33 Degrees. 'We wanted to create an atmosphere that would cater to Generation Y. It encompassed everything we believed in and support.'

In total, 50 streetwear looks were featured on both professional models and real kids. Highlights included: cotton/nylon cargo-pocketed wind pants, cotton/polyester short-sleeved worker ID shirts (FedEx- or UPS-inspired, for example) and plated canvas snowboard pants.