Outlook on what the show floor will look like
17 Jun. 2011
NEW BRANDS AND LOOK FOR MAGIC’S ACTION SPORTS AREARide Unltd, the MAGIC trade show’s area dedicated to action sports, will return in August with a bigger list of brands and an onsite street course.
Introduced at the February 2011 edition of MAGIC, Ride Unltd will return in two months with a roster of heavy-hitting new exhibitors that includes Hurley, Quiksilver, DC Shoes, DVS, Diamond Supply Footwear and Matix. Returning exhibitors will include Ambiguous, Analog, Fly Society, Gravis, Huf, Ipath, LRG, Osiris, Primitive, Stüssy, Tum Yeto and Zoo York, among others.
Another new addition will be a 4,000-sq.-foot (372-sq.-meter) street course constructed by California Skateparks. It will serve as the dedicated area’s centerpiece and be used for athlete and brand showcases.
“The action sports market is so influential that we believe it is critical to create an environment where they can feel at home,” says Chris DeMoulin, president of MAGIC International and EVP of the Fashion Group of Advanstar, the show’s owner.
Ride Unltd has also expanded its partnership with Maloof Skateboarding in anticipation of the show. Earlier this month MAGIC was a sponsor of the Maloof Money Cup, a showcase for amateur and pro skateboarders held in New York. It will again team with the company in the coming weeks for the Maloof Money Cup Road Tour, where 10 top skate retailers across the US will host qualifying “Best Line” contests for amateur skaters. Each of the 10 winners will be flown to Las Vegas to compete along with professional skaters on the show floor in the semifinals on August 22 and finals August 23.
MAGIC will run from August 22 to 24.
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