Back to News

Goldbox Mission Presented by Boost Mobile Makes Spotting ‘New’ Simple at ASR

December 14, 2006

Goldbox Mission Presented by Boost Mobile Makes Spotting ‘New’ Simple at ASR

Up-and-coming brands, ranging accessories, boutique fashion, urban, snow and skate bring fresh diversity to the action sports market in one centralized location at ASR this January

San Juan Capistrano, CA (December 14, 2006) – ASR is the place where the world meets to discover what is coming next in the surf, skate, snow, swim and youth culture pipeline. With 20,000 attendees and 700 brands heading to San Diego this January 25-27th, ASR puts the spotlight on 29 of the hottest, emerging brands in the Goldbox Mission presented by Boost Mobile. The line up of labels showing in this January’s Goldbox Mission presented by Boost Mobile is the most diverse and exciting yet, with much anticipated lines debuting and the mix of influences ranging from outdoor to urban and everything in between.

Two years ago ASR tested the Goldbox Mission presented by Boost Mobile as a way to spotlight emerging labels and help them to grow in the action sports marketplace. Today Andy Tompkins, ASR Show Director, is heralding it as a success, “It seems that the Goldbox concept has worked, since brands such as Atwater and Mada have graduated from the Goldbox area and have moved onto the ASR floor where they can handle growing retail traffic. At the same time a fresh mix of diverse brands has utilized Goldbox as the place to expand their business in the action sports market.”

One of the most anticipated new lines on the ASR show floor, pro skater owned Brigada, will launch in the Goldbox Mission presented by Boost Mobile. "Brigada is launching in spring '07, so ASR January will be our first showing," says Erik Ellington.  Brigada is a new skate focused eyewear company owned and operated by Ellington and fellow pro skaters, Jim Greco and Boost Mobile team riders Andrew Reynolds and Terry Kennedy. "The smaller and more personal feel of the Goldbox Mission will give our launch a place to shine." The Innes booth in the Goldbox will also feature skate product, with another pro rider and owner Matt Hensley on hand.

Boost Mobile also presents "Goldbox Looks" providing buyers and onlookers the opportunity to view the Goldbox brands’ summer and fall styles modeled in real time. Every afternoon, the Boost girls will be sporting new Goldbox styles on elevated platforms within the Golbox Mission. "Once again, Boost Mobile is showcasing the Goldbox brands in what we call the ‘Goldbox Looks;’ which provides an opportunity for attendees to check out these diverse brands’ lines in an active real time situation," says Mark Willingham, Alternative Retail Specialist for Boost Mobile. “We wanted to stay away from the ‘runway’ vibe and instead have the ‘Goldbox Looks’ be more spontaneous with greater impact.”

Retailers now look to the Goldbox Mission first to find emerging labels such as NYC based, The Originators, run by the original rappers and street artists, boutique brands Hippy Tree, Scrapbook, Vivix 659 and Ed Hardy and surf inspired Atwater and Tavik. “A variation of new brands can be found here. We are always looking out for the emerging brands and find this area open and inviting,” says Victor Perez, from the Industry Board Shop in Lomita, CA. The mountains are making their way to the sea in the form of Colorado based Develop Clothing, outdoor apparel makers Gramicci, snowboard outerwear from Allyance and Coal Headwear making and ASR debut in the Goldbox Mission.
Don’t Miss ASR in San Diego, January 25-27th!