Industry News 8/18/2016

Electric Kicks Off Legends of the Volt Tour

Electric announces that its coast-to-coast Legends of the Volt Tour is under way. A mobile retail showroom has been created to show Electric’s commitment to local retail across the country and celebrate the brand’s return to independence.

The Legends of the Volt Tour will offer coastal communities the opportunity to engage with Electric and their local retail shop. Consumers will be invited to try on all of the men’s and women’s eyewear product and learn more about Electric’s innovative lens story, the Optics of OHM. Select events will feature live music and appearances from Electric athletes and local ambassadors, plus all attendees will have the chance to score free limited edition Electric gear by playing their hand at The Claw and engaging in social media giveaways.

“The Legends of the Volt Tour that Electric is embarking on is a testament to this renewed commitment towards protecting the relevance of our core retail experience,” said Electric CEO Eric Crane. “Each and every retailer that has sold Electric since its inception in 2000 has played a significant role in building the brand that it is today.”

Continuing its dedication to retail education and sales service, Electric’s tour will offer informative clinics for shop employees covering new products, technologies and company happenings.

“The shop owners, buyers, team riders, and staff are all brand advocates for the products they carry,” adds Crane. “True partnership is taking the time to go to their domain, bringing the brand message to their doorstep, driving interest, product knowledge, and energy back in to their communities and sharing Electric’s passion for bringing the highest possible quality product to their consumers.”

"Electric's Legends of the Volt Tour was epic! It was a perfect blend of old school grassroots marketing and a fresh approach to pop-up retail. Meeting the people behind the brand, shopping the mobile showroom and playing games provided Heritage staff and customers a truly fun and elevated experience," said Kevin Morris of Heritage Surf Shop in Margate, New Jersey.

"What an epic event! The whole Electric crew turned out to interact with our staff and customers during a demo that was next level. The positive vibe that day translated to solid sales, but, most importantly, really showed us, our staff and myself that the team at Electric is dedicated, passionate, and equally as important, fun! The antics throughout the day showed all of us that the new regime at Electric, led by Eric, "DAR'S", and Snowy are a valuable partner, and part of the Surfside Family," said Duke Edukas from Surfside Sports, Costa Mesa, California.

Dedicated to style that performs, Electric continues to be recognized for its California designed, Italian made eyewear product. In June, the brand received Outside Magazine’s Gear of the Year Award for a second year in a row with the innovative Stacker.

Legends of the Volt Tour 2016 Dates: (subject to change)

Aug 1 – Air and Speed, Montauk, NY

Aug 4 – Brave New World, Point Pleasant, NJ

Aug 5 – Heritage Surf & Sport, Margate City, NJ

Aug 6 – Farias Surf & Sport, Ship Bottom, NJ

Aug 7 – K Coast Surf Shop, Ocean City, NJ

Aug 8 – WRV, Virginia Beach, VA

Aug 10 – 17th Street, Virginia Beach, VA

Aug 11 – Surf City, Wrightsville Beach, NC

Aug 13 – Parrot Surf & Skate, Mt. Pleasant, SC

Aug 14 – Aqua East Surf Shop, Neptune Beach, FL

Aug 16 – Sunrise Surf Shop, Jacksonville Beach, FL

Aug 17 – Maui Nix Surf Shop, Daytona Beach, FL

Aug 18 – Ron Jon Surf Shop, Cocoa Beach, FL

Aug 19 – Island Water Sports, Deerfield Beach, FL

Aug 20 – BC Surf & Sport, Fort Lauderdale, FL

Aug 24 – 17th Street Surf Shop, Wilmington, NC

Aug 25 – Sweetwater, Wrightsville Beach, NC

Aug 26 – OBBC, Nags Head, NC

Aug 27 – Coastal Edge Surf Shop, Virginia Beach, VA

Aug 28 – East Coast Surfing Championships

Sept 13 – Hanger 94, La Mesa, CA

Sept 14 – Southcoast PB, San Diego, CA

Sept 16 – Hansens, Encinitas, CA

Sept 22 – Nor Cal Surf Shop, Pacifica, CA

Sept 23 – Proof Lab, Mill Valley, CA


About Electric 

Founded in 2000 by second generation eyewear category leaders, Electric is a participant owned, global, premium eyewear brand rooted in Southern California’s rich music, art, surfing, skateboarding, snowboarding, outdoor sport, and customization culture. Electric designs and markets an extensive line of award winning sunglasses made in Italy of the highest quality, designed and tested in California’s rich natural resourced landscapes. Snow goggles, watches, bags, apparel and accessories support eyewear throughout the globe. For more information on Electric please visit: