Industry News 9/2/2008

Project Blue Returns to ASR with Industry Leading and Consumer Favored Collaboration

Project Blue Returns to Action Sports Retailer with Industry Leading and Consumer Favored Collaboration

On the heels of its one-year anniversary celebration, project BLUE is returning to ASR to support its partner brands and show surf retailers how increasing their selection of cause-conscious merchandise and in-store marketing efforts can benefit both their bottom line and the environment.  Retail buyers and members of the media are encouraged to visit ASR booth #1239 to learn more about project BLUE and the forward-thinking brands involved.

The project BLUE initiative represents an unprecedented harmonization of six leading and competitive brands in the multi-billion dollar surf industry, who have come together with a complementary product line to benefit the non-profit Surfrider Foundation.  Billabong, DAKINE, Electric, Nixon, O'Neill and Reef have partnered together to create a line of special-edition, co-branded merchandise for both men and women, specifically for the project BLUE initiative.  Proceeds from products sold under the project BLUE will help Surfrider in its mission to protect the world's oceans, waves and beaches.

"What's been equally as impressive as the surf industry's support for project BLUE is the support we've seen at the retail level.  Surfers and beach lovers are leading the trend of conscious shopping and seeking out products that support philanthropic efforts," said Vipe Desai, project BLUE founder.  "We'll be back at ASR this September to show off the latest project BLUE offerings and speak with retailers about how they can help themselves and their customers protect what's important to our industry. After all, without clean oceans and beaches, there is no surf industry."

project BLUE would like to extend special thanks to ASR for supplying the exhibit space and DisplayIt ( for donating the booth they will be using.

Media looking to book an appointment to see what's new from project BLUE can reach out to Bill Byrne via email at  More information on project BLUE, the partners and products involved can be found online at