ASR Day Two Brings Game of Skate and More

Sep 07 2007 / San Diego, CA
Christopher "Big Black" Boykin of MTV's "Rob & Big" 12 year old skate star Nyjah Huston and the UFC's Tito Ortiz were just a few of the names on hand Saturday, the second day of the Action Sports Retail Show (ASR) at The San Diego Convention Center in San Diego, CA.

While ASR's goal is similar to almost all trade conventions (sellers displaying new products for potential buyers) the atmosphere is much different.  With action sports impacting youth culture and fashion trends around the world, ASR is no doubt of the most exciting trade shows in America. 

While action sports culture has always marched to its own beat, its impact today is bigger than ever. Shaun White is winning Olympic gold as a snowboarder and X Games gold as a skateboarder and has mainstream TV commercials and magazine covers to show for it.  MTV is featuring skateboarders Rob Dyrdek and Ryan Sheckler in reality shows and Jake Brown hit all the main news programs following his unfortunate but amazing fall on the megaramp at X Games 13.   

PHOTO GALLERY    Check out a photo gallery from the second day of ASR in San Diego, featuring Chris Cole, the winner of the etnies Game of Skate... View Gallery>

The fall ASR show is expected to draw 20,000 attendees, including more than 8,000 buyers from around the world, 700 brands and a completely sold-out display floor.

Mark Tinkess, Executive Vice President for Element, has attended every ASR since 1988 and has seen the action sports industry grow dramatically over the years. 

"Action sports started a lifestyle business," said Tinkess.  "Many of the companies who are here are no longer niche brands.  They mean something to consumers."

In addition to people seeing new products and schmoozing there was an éS Game of Skate competition sponsored by Boost Mobile.  Around 500 people crowded around the éS Game of Skate area in Hall A to see Chris Cole come in first and win $10,000; Nyjah Huston was second, taking home $5,000 and Mike-Mo Capaldi finished third and picked up $2,000.

While ASR has become the epicenter of youth culture, the brands and attendees are just doing what they love and remain unaffected by their growing influence.

Mario Foresta, a production artist for hat company New Era hats works closely with clients to develop hats that reflect their company image.

"Some companies come in with the design they want and I may just help recommending different types of material," Foresta said, "Then other companies come in and let us drive the creative."

ASR wraps up today at The San Diego Convention Center.