Industry News 8/31/2006

Over 35 Emerging Brands Pack ASR's Goldbox Mission

Over 35 Emerging Brands Pack ASR's Goldbox Mission presented by Boost Mobile gathers fresh, new brands in one centralized location on the ASR floor

San Juan Capistrano, CA (July 25, 2006) - The Goldbox Mission presented by Boost Mobile, a showcase for up-and-coming brands at ASR, is back and triple the size of its debut only one year earlier. The Goldbox Mission presented by Boost Mobile has become the definitive place to find the hottest emerging labels in the action sports, boutique and youth markets. Known as the place where trends are made, Action Sports Retailer Expo (ASR), returns to San Diego on September 8-10.

"The relaxed, open vibe of the Goldbox Mission allows buyers to flow through," says Andy Tompkins, ASR Show Director. "Buyers now know that the Goldbox is the place to look for what's new, while emerging brands are finding that it is an integral part in their launch into the action sports market."

A priority for many buyers at ASR is finding new brands. Having a wide selection of emerging brands grouped together on the show floor makes searching out new lines in the 3-day forum, convenient. "The industry's up and coming brands rely on the Goldbox Mission presented by Boost Mobile to be showcased in a unique and creative way," says Mark Willingham, Alternative Retail Specialist for Boost Mobile. "Boost's involvement gives us an opportunity to support the industry as a whole especially those who consider themselves non-traditional brands, as we consider ourselves." The Boost Goldbox will also be introducing "Goldbox Looks," which will showcase the brands’ spring lines in real situations easily relatable to customers.

"The Goldbox area of ASR is the perfect tradeshow atmosphere for Lifetime, providing us with a cost effective way for a young brand to attend the show and an open format that allows for a lot of exposure with new accounts," Nick Brown, General Manager of Lifetime Collective, a returning Goldbox brand. Mixed in with returning brands such as, TRKY, Lil' Punk, The Ryde, Scrapbook, Convoy and Mada, many first time ASR brands are making their debut to the action sports market in the Goldbox.

Some of the new-to-ASR brands include Riddim Driven, Robedom and Affliction. "Surf and skate come from underground culture, like the reggae lifestyle which Riddim Driven is based on," says Damion Wongsang, Brand Manager for Riddim Driven. "ASR's Goldbox is on of the best channel of distribution for us to reach skate and surf shops looking to diversify their products." RZST a popular Balinese surf brand will be making its US debut at ASR. Atwater Collection and Factor 54, new brands, which debuted successfully at ASR Holiday will be back at ASR this September in the Goldbox.