Transworld Business Summer 2015 by Transworld Business

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TRANSWORLD BUSINESS SUMMER 2015

Fu t u r e

P r o o f i n g

FOUR VISIONARIES S Q U A S H T H E S TAT U S Q U O

I n d u s t r y

Eli Olson PHOTO: COREY WILSON

O u r

T H E S TAT E O F :

S K AT E B OA R D I N G SUMMER 2015

S K AT E B OA R D I N G

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S U R F I N G THE

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O L Y M P I C S ?

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LETTER FROM EDITOR

INTRO

004

Transworld Business Summer 2015

LETTER FROM THE EDITOR Our brain is pretty amazing. Today, it is still one the most highly researched and least understood areas of science. Our memory is made up of a rich web of associations. When we are reminded of something, our mind immediately connects it with previously associated items on that topic. Neuroscientists believe that our experiences re-organize neural pathways in our brains, therefore creating new synapses—or neuron connections—and imprinting new memories and behavior patterns into our daily lives. What’s most interesting, though, is that as we age, weaker synapses, or connections, are deleted, while prominent ones are kept and strengthened. This whole process, called neuroplasticity is determined through our experiences. The connections that are activated most frequently are preserved, while what’s no longer needed falls away, thus allowing our brains to adapt to our present environments. This explanation can be translated to what’s contained in the following pages. Taking the path of least resistance, although it always feels easier, is never really in our best interests. Venturing outside everyday habits is really scary, because we don’t have all the

answers and we can’t predict the outcome. But try to think of it like your brain. The future depends on those who aren’t following a formulaic approach. They are the ones who aren’t afraid of taking risks, and believing in something that others may doubt because it sounds “outlandish,” or outside of what’s accepted practice. At a basic scientific level, they are the ones creating new connections, which could potentially lead our industry into its next chapter. Perhaps not all of us are cut out to take such a radical approach, but far too many are content with the very opposite. The Summer Issue highlights a few of the people, practices, and innovations that are leading the charge, and presents data needed to make critical decisions and move business forward. We hope it urges you to do something creative, and forge new pathways—on both a micro and macro scale. Everything is evolving at such a high speed, and there is always something new to learn that could change the way we think about our very next project. It could mean the difference between evolving our business model, and even our industry as a whole, or remaining complacent and fading into the noise. —TransWorld Business

transworldbusiness.com

TABLE OF CONTENTS

IN THIS ISSUE:

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016

STATE OF: SKATE & SURF

026

SKATEBOARDING IN THE OLYMPICS Where We Stand

7 SPOTLIGHT 10 ACTIONWATCH 12 MARKETWATCH 18 ASK THE EXPERT 22 RETAIL RADAR 24 CULTIVATING YOUTH 26 APPAREAL TREND REPORT

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056

FUTURE PROOFING FORSIGHT

31 EYE OF THE BUYER 32 SUNGLASS TREND REPORT 34 SWIMWEAR TREND REPORT 36 SUMMER SHOWROOM 66 SURF EXPOSURE METER 68 SKATE EXPOSURE METER 70 PARTY IN THE BACK

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INTRO

ADVERTISING AD SALES COORDINATORS Brittany Ahumada, Mozelle Martinez WEB PRODUCERS SENIOR DIGITAL PRODUCER Courtney Barnett

MANUFACTURING & PRODUCTION OPERATIONS MANUFACTURING & PRODUCTION OPERATIONS VP, MANUFACTURING & AD OPERATIONS Greg Parnell

EDITOR-IN-CHIEF Kailee Bradstreet

SENIOR DIRECTOR, AD OPERATIONS Pauline Atwood

kailee.bradstreet@transworld.net

PRODUCTION MANAGER Tim Baker ARCHIVIST Thomas Voehringer

SPORTS & ENTERTAINMENT MANAGEMENT PRODUCTION DIRECTOR Kasey Kelley DIRECTOR OF VIDEO Chris Mauro FINANCE DIRECTOR Adam Miner

DIGITAL MANAGING EDITOR Kelsey Smith

DESIGN CREATIVE DIRECTOR Marc Hostetter CREATIVE DIRECTOR DIGITAL Peter Tracy

SOCIAL MEDIA MANAGER Aaron Carrera EVENTS DIRECTOR, EVENT SALES Scott Desiderio VP, EVENT SALES Sean Nielson MARKETING & EVENTS MANAGER Christian Thomas MARKETING & EVENTS COORDINATOR Jordan Harvey DIGITAL DATABASE MARKETING MANAGER Hans Moller

SUMMER 15

SALES AND MARKETING VP, SALES Kristen Ude DIRECTOR OF INTEGRATED SALES Chris Engelsman SENIOR MARKETING DIRECTOR Adam Cozens

ksmith@enthusiastnetwork.com

DIGITAL DIRECTOR OF ENGINEERING Jeff Kimmel SENIOR PRODUCT MANAGER Rishi Kumar SENIOR PRODUCT MANAGER Marc Bartell CREATIVE DIRECTOR Peter Tracy DIGITAL CONTENT STRATEGIES MANAGER Kristopher Heineman

ART DIRECTOR Jamie Padilla jpadilla@enthusiastnetwork.com

TEN: THE ENTHUSIAST NETWORK, LLC

SALES MANAGER Allen Malone amalone@ enthusiastnetwork.com

CONTRIBUTING WRITERS Cary Allington, Rob Campbell, Rhea Cortado, Annie Fast, Jeff Harbaugh, Mike Lewis, Christina Shepherd McGuire, Sal Orofino, Adam Sullivan,

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Pete Taras, Corey Wilson.

CHAIRMAN CHIEF EXECUTIVE OFFICER EVP, CHIEF FINANCIAL OFFICER PRESIDENT, AUTOMOTIVE EVP, CHIEF CREATIVE OFFICER EVP, SPORTS & ENTERTAINMENT EVP, CHIEF CONTENT OFFICER EVP, OPERATIONS SVP, ENTERPRISES EVP, SALES & MARKETING SVP, DIGITAL OPERATIONS SVP, SALES OPERATIONS SVP, FINANCIAL PLANNING SVP, AUTOMOTIVE DIGITAL VP, EDITORIAL OPERATIONS EVP, AFTERMARKET AUTOMOTIVE SVP, CONTENT STRATEGY, AUTOMOTIVE SVP, DIGITAL, SPORTS & ENTERTAINMENT VP, DIGITAL MONETIZATION SVP, MARKETING EVP, MIND OVER EYE

Peter Englehart Scott P. Dickey Bill Sutman Scott Bailey Alan Alpanian Norb Garrett Angus MacKenzie Kevin Mullan Tyler Schulze Eric Schwab Dan Bednar Matt Boice Mike Cummings Geoff DeFrance Amy Diamond Doug Evans David Freiburger Greg Morrow Elisabeth Murray Ryan Payne Bill Wadsworth

CONSUMER MARKETING, ENTHUSIAST MEDIA SUBSCRIPTION COMPANY, INC. SVP, CIRCULATION VP, RETENTION & OPERATIONS FULFILLMENT

Tom Slater Donald T. Robinson III

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Spotlight

006 06

TWBASI

60 61

55 53

53 52 49

52 51

45 44

TWBASI

35 7/13

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TWBASI Stock Index Rises 8 PointsYear-Over-Year By Kailee Bradstreet

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The year-over-year stock average for the TransWorld Business Action Sports Index was up nearly 16% through May 2015, compared with the same month in the previous year. The average stock index has slowly risen 8 points over the past year, and several companies have helped contribute to this growth, including Globe (+146), Billabong (+111), Vail Resorts (+45), and Skullcandy (+41). GoPro has also played a significant role in boosting the average, despite only tracking since it went public in July 2014, with a positive gain of +118 over the 10-month period. Quiksilver (-76), Iconix Brand (-36), and Pacific Sunwear (-29) experienced some of the biggest losses year-over-year.

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7/14

8/14

9/14 10/14 11/14 12/14

1/15

2/15

3/15

4/15

5/15

MEMBER STOCK PRICES 11-1-2014 | YEAR-OVER-YEAR(% CHANGE) 111 0.93 BILLABONG, (BBG.AX) -9.3 42.51 BUCKLE, INC. (BKE) 118* 49.98 GOPRO (GOPRO) 146 1.11 GLOBE (GLB.AX) -36 27 ICONIX BRAND GROUP (ICON) -8.7 51.61 JARDEN CORP. (JAH) 15 66.03 LUXOTTICA GROUP (LUX) 38 201.56 NIKE INC. (NKE) -29 2.02 PACIFIC SUNWEAR (PSUN) -76 1.61 QUIKSILVER INC. (ZQK) 41 10.91 SKULLCANDY, INC. (SKUL) 21 13.76 TILLY'S, INC. (TLYS) 45 99.83 VAIL RESORTS INC. (MTN) 19 290.65 V.F. CORPORATION (VFC) 27 31.89 ZUMIEZ, INC. (ZUMZ)

ABOUT TWBASI STOCK INDEX: The Transworld Business Action Sports Index (TWBASI) tracks stocks for 15 publicly traded action sports companies.

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May

April

PAUL E. HARRINGTON

TODD CAUSEY

KATIE HAMMETT

Fox Head Inc. Chief Executive Officer

SP Gadgets Florida Rep

SP Gadgets Southwest Rep

RICCO LUPINO

DANIEL BAROUSSE

SP Gadgets Florida Rep

SP Gadgets Southwest Rep

PAUL ZAENGLE

JOHN RAINNIE

Stance Executive Vice President of Global Ecommerce

Herschel North American Sales Manager

BOB RIEF

TIMOTHY MAC

SDSI Executive Director

Nixon Senior Vice President, Direct to Consumer

ETIENNE PINON

KEN BLOCK

Saxx Underwear Co. ambassador

KAI GOREE

SP Gadgets Florida Rep

Electric Sales Manager EMEA

JOEL OLENIK

TOPHER LAWS

SP Gadgets Orange County, CA Rep

SP Gadgets Northwest Rep

MIKE JACKSON MIKE LOSNESS

Reef Director of Field Sales – West GREG OSTHUS

Reef Director of Field Sales – East

Vail and Beaver Creek Director of Mountain Planning

spotlight

MOVERS

We’ve put together an overview of key promotions and hires across the industry, as companies continue adding new talent to their teams.

GLEN MONCATA

February

WILLY MORRIS

SP Gadgets Hawaii Rep

SP Gadgets Seal Beach – to the Northern Coast, CA Rep

TOMMY MONCATA

DYLAN SLATER

MARIAN KAEDING

SP Gadgets Hawaii Rep

Rip Curl Senior Vice President of Sales & Marketing

Mervin Manufacturing General Manager, Europe

JOE WELLER

SP Gadgets New England Rep PAUL HARVEY

PETER ADDERTON

360fly CEO

Rip Curl Vice President of Sales North America CARSON SCHUBERT

Trace Chief Operating Officer

Ride Global Marketing Manager

JOM DOHERTY

SP Gadgets New England Rep NICOLETTE MILANO

KASEY CURTIS

SP Gadgets New England Rep

SP Gadgets San Diego Rep ASHLEY DILLAHUNTY

Azione PR Vice President of Entertainment Relations

CHRIS COOPER TOM JONES

Nixon Vice President Global Marketing & Creative

January

NICHOLE NEMMERS

ADAM KILLISZAK EVAN RIDDELL

Richer Poorer Creative Director

SP Gadgets Rockies, UT Rep MATT OLSON DOMINIQUE MORISSET

SP Gadgets Rockies, UT Rep

Native Shoes Global Marketing Director

TIM PARKER

SP Gadgets Mid Atlantic Rep DAVE RIDGEWAY

SP Gadgets Mid West Rep

ALEXIS MAILLET

Electric EMEA Marketing Manager

SP Gadgets Mid Atlantic Rep JOSH BERG

March

Saxx Underwear Co. Marketing Director

SP Gadgets Mid Atlantic Rep

SP Gadgets Rockies, UT Rep

CHAD CRESS

ADAM GREENE

MOVERS

BRAD BLANKINSHIP

NIKKI STERNIN

SP Gadgets Northern California, Northern NV Rep

SP Gadgets AZ, Southern Nevada Rep

TRAVIS PRITZ CHASE ELLIOTT

Crap Eyewear Marketing Director

SP Gadgets Mid West Rep

MICHA BENTLEY

BERNIE WHEELER

CHRIS THOMAS

SP Gadgets AZ, Southern Nevada Rep

SP Gadgets Southeast Rep

SP Gadgets Mid West Rep

JON KLEINTOP

JEFF HAMMETT

SP Gadgets Southeast Rep

SP Gadgets Southwest Rep

December

ERIK DARBY MEGAN BRUNNER

Saxx Underwear Co. US Sales Director

Nixon Director of Marketing

PRESENTED BY:

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2015 sales trends at Core Retail Skate Hardgood Sales Are Up; Closed-Toe Footwear Sees Decline by Cary Allington

IN THIS ACTIONWATCH CORE RETAIL REPORT WE FOCUSED HEAVILY ON SKATE HARDGOODS, highlighting the growth of the whole category, especially short decks. Price point shifts in the

short completes category were also noteworthy. We also pulled out some numbers to highlight the still small yet ever growing fleece pants category, which is

an interesting trend influencing other pant niches, like elastic cuff joggers. The panel’s top five sandal styles for both men and women have shown growth, while closed-toe shoe sales struggled.

$25,000

$20,000

$15,000

ActionWatch

April 2013-March 2014 April 2014-March 2015 $10,000

Skate Hardgoods Average $ Sales Per Store The short decks class has continued to gain market share and strengthen its leading position in the skate hardgoods category. However, most skate hardgood classes experienced sales growth in the time period shown.

$5,000

SHORT DECKS

SHORT LONG COMPLETES COMPLETES

WHEELS

TRUCKS

BEARINGS OTHER SKATE GRIP TAPE HARDGOODS

LONG DECKS

Skateboard Decks Under 34” Year-OverYear Sales Growth

25%

20%

15%

10%

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Q1 2014

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ALL DATA PROVIDED BY

BY AA DATA COMPANY

Q2 2014

Q3 2014

Q4 2014

Q1 2015

Year-over-year sales growth of skateboard decks under 34” increased each quarter in the last five quarters available at time of print.

The ActionWatch Retail Panel includes more than 200 surf/skate independent specialty shops across the US and is a free program for participating retailers. Retailers receive free access to more than 50 reports updated each month in exchange for their participation (call 1-888-704-9282 or visit ActionWatch.com for more information). All ActionWatch reports are made from the aggregated POS data of the participating retailers, which are located throughout the US and vary in size from 750-square-foot shops to stores more than 15,000 square feet. Data is collected monthly from POS-system reports submitted by the participating retailers.

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Men’s Board Shorts Price Point Comparison Percentage of Total Unit Sales

Top Sellers

Men’s boardshorts priced over $50 gained eight points of market share during the first quarter of 2015 compared to the same quarter last year. The peak price point shifted up to the $50-$55 price range.

Men’s Sandals

20%

Apr 2014 - Mar 2015

18%

(IN ALPHABETICAL ORDER)

16%

Style Olukai - Ohana Rainbow - 301ALTS Reef - Fanning Reef - Fanning Prints Reef - Phantoms Prints

14% Q1 2014 12% Q1 2015 10%

Avg Price $62.55 $48.21 $48.25 $48.82 $30.71

8% 6%

Women’s Sandals

Apr 2014 - Mar 2015 (IN ALPHABETICAL ORDER)

2% 0% <$25

$25-$30

$30-$35

$35-$40

$40-$45

$45-$50

$50-$55

$55-$60

$60-$65

>$65

Women’s Fleece Surpass Denim Percent of Total Women’s Pants

Style Rainbow - 301ALTS Rainbow - 301ALTSN Narrow Rainbow - Flirty Braidy Sanuk - Yoga Mat Sanuk - Yoga Sling 2

Avg Price $48.40 $48.22 $49.84 $28.95 $35.13

Top Women’s Swimwear Brands

Fleece pants (a.k.a. sweatpants) have been becoming more popular during the last couple years, and women’s fleece pant sales surpassed sales of jeans during the first quarter this year. The numbers shown in this line chart represent the percentages of the women’s apparel bottoms/completes made up by the listed apparel class.

Apr 2014 - Mar 2015

18%

(IN ALPHABETICAL ORDER)

DENIM 16%

Billabong Body Glove L Space Maaji O’Neill Clothing Rip Curl Roxy Volcom

FLEECE PANTS 14% PANTS 12% 10% 8% 6% 4% 2% 0%

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2012

2013

2014

Q1 2015

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Swimwear is the largest apparel class in the women’s. The top eight women’s swimwear brands in the ActionWatch retail panel stores accounted for 68% of the category’s market share during the latest 12 months available at time of print.

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HARBAUGH

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A Retail Whack on the Side of the Head By Jeff Harbaugh

IN WORKING WITH CLIENTS, GENERAL CONVERSATIONS, AND WHAT I READ I GLEAN PIECES OF WHAT I HOPE IS USEFUL INFORMATION FROM THE 10,000 FOOT LEVEL AND WRITE ABOUT IT. But sometimes, like now, it all comes together in what, in hindsight, is a blinding glimpse of the obvious. In what ought to be the preface to a whole series of articles, I want to get you to think, from my 10,000 foot level, about retail. In broad terms, let’s see why it’s so interesting, but so difficult. So dangerous, but so full of opportunity. So uncertain, but so exciting.

THE VIEW FROM THE UBER LEVEL Even above the 10,000 foot level are trends impacting not just our industry but the entire U.S. retail environment. The first one I’d remind you about is the existence of too many retailers and stores. I’m sure you’ve noticed the furious pace of store closings and openings as retailers try to adjust their brick and mortar footprint to give them the right number of stores of the right size and configuration in the right places. The figuring (always and in any industry) is that we’ll do fine but the other guy is screwed. People smarter than I am think this

Related to that, I’d like you to go to TED Talks and watch “What if 3D printing was 100 times faster?” What you’re going to see is a guy printing a complex object that gets drawn out of the plastic soup while he’s talking. What he’s going to tell you is how and why they are going to be doing it much, much faster.

transworldbusiness.com

As 3D printing becomes faster, can handle more materials and combinations of materials, the cost of printers come down, and programs for more complex shapes

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will translate into highend malls doing well, but with some significant closing in future years below that top tier. My local highend mall seems to be going through that, as JC Penney closes to be replaced with high end specialty retailers. It’s always easiest to sell expensive stuff to people with lots of money. These rapid, ongoing, retail adjustments are of course motivated and facilitated by the internet/ecommerce/ omnichannel revolution that’s ongoing. I don’t know how that’s all going to work out, but it’s happening fast. We’ll all find out together.

can be created, what’s the role of the retailer? When will you have in your house (or somewhere) a machine that can scan anything you want to produce then either make it for you or give you a flash drive or down load with the instructions, what does a brick and mortar store look like? Think that sounds unlikely? Google “Makers Lab” and see what they are. Then know that Microsoft has one that any of its employees can use. Exciting and scary indeed.

Closer to Home ANYBODY WANT TO DISAGREE WITH THOSE? OKAY, WITH THAT CHEERY LIST IN MIND, LET’S MOVE ON TO SOME INDUSTRY SPECIFIC POINTS (in no particular order). • There is a lack of product differentiation in the industry. That’s especially troubling with declining brand loyalty, and probably related. Special make ups by brands for retailers and, in some cases, retailers making license agreements with brands tell you just how hard it is to develop a truly differentiable product. • Brands and retailers are full on competing with each other. 49% of PacSun’s revenues in its last complete year were from their proprietary brands. That may be driven by their specific financial circumstances. Remember when retailers didn’t feel the need to do thatat least not at this level? • What can I say about distribution? Costco, Amazon, Walmart. People don’t even raise an eyebrow anymore. I’ve even been beaten into submission and suggested that maybe what’s important is merchandising rather than distribution. I suppose that’s a hope rather than a belief. Skullcandy is among the brands making that argument as they go into Walmart. I don’t know if they are right or wrong, but I think they probably have no choice. We’ll see. • Distribution is especially important when it’s hard to differentiate product. In fact, selective distribution may be critical. But as we’ve discussed probably too many times, this is tough for public companies that can’t get the growth Wall Street wants and maintain selective distribution. Yes, there are exceptions and Vans (owned by VF) comes to mind. • Price and other product information are all over the place. It makes everything feel a bit like a commodity. • Systems matter. A lot. They cost a bunch of money and give a big advantage to larger companies. It’s not just a matter of being operationally efficient—they allow you to collect and parse customer information and recognize trends, making it possible to get the right product to the right place at the right time. • Sales growth is harder to come by than it used to be. That means profitability is driven more by efficient manufacturing and cost control. I’ve been saying that since 2008. Before 2008, actually. • You can’t run a marketing campaign that tells your target customer what they should buy and why. Well, I guess you can run it, but it’s not quite so likely to work. You’ve got to listen when your customer tells you what they want to buy and how they want to buy it. • There’s a conflict between the revenue you can expect to generate from “core” specialty retailers and their importance in influencing and figuring out the market. The more successful a brand, the less important core retailers become from a financial point of view.

ARTIST: Jamie Padilla

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Meanwhile, the worldwide economy is riddled with debt and that means lower growth then we’ve been used to until that’s resolved. It will be a while. When the U.S. is held up as the economy that’s performing well, it’s a problem. We’re the cleanest of all the dirty shirts. The last macroeconomic (maybe I mean social) trend I want to highlight is one I’ve written and spoken about before; the attitudes and behaviors of the Millennial generation which just this month, I think, became the largest generation in the country. They remind me a lot of the generation that came of age during the Great Depression and the Second World War. They are dealing with hard economic times and are going to have to solve some tough problems. Those problems were largely created by the baby boomers. Sorry about that. What I see and what I read is that they’re having a hard time finding good jobs that pay a living wage. Many of them are saddled with student loans. It’s harder to make them brand loyal (though if you get them, you have them) and they are more concerned about what their peers think than what advertising (which they don’t believe) tells them. They are financially conservative and not very trusting of existing institutions. Hell, they’re like my mother. Tough audience to sell stuff to. Who’s noticed that the words internet, omnichannel, ecommerce, mobile and online passed my lips only once early on? Look, I know how important that whole ecosystem is. It’s implicit in a number of the comments I make above. Retailers or brands (as if I can tell the difference these days) are both driven by it and have to take advantage of it. But I don’t want you mesmerized by technology. This is still all about figuring out who your customers are, what they want, and why they buy from you. I hope I’ve said some things above that have made you think about that. Notice how many things you have to do right just to have the opportunity to compete. Things that used to be considered sustainable competitive advantages are now the price of playing the game. It’s a rare competitive advantage that turns out to be sustainable. The one I recall seeing was at Zumiez’s 100K event, where the power of their selection and training of store employees was clear. It took them somewhere between years and decades to get that right. I imagine they’d say they are still working on it.

xpect r ket. ore

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Remember when “proactive” used to be a buzz word of a successful company? Now, strangely enough, it seems we have to be “reactive” which used to be a bad thing. Customers want what they want, when they want it, the way they want it. If you don’t give it to them, they’ll find somebody who will. It’s harder to run a business that has to be reactive. But don’t be too reactive. Follow and respond to your customer, but don’t let them mold you into something you aren’t. I know, it’s a fine line we have to walk. What an interesting environment we’re in. On the one hand it seems remarkably homogeneous. On the other hand it’s chaotic. I guess I’d like to ask you to embrace the chaos, and you might rightly wonder just what the hell I mean by that. Take more risk and less risk. Take more risk in doing things that surprise customers. Carry new brands. Make a product that nobody thinks of you as making. Show up where you don’t usually show up. Make fun of yourself and your brand. One important thing you do to build and be part of a community is to get people noticing and talking about you, and much of the traditional stuff isn’t working any more. And, by the way, just how do you define your community? Well, you don’t exactly. You let the community define you up to a point. Then you take what you learn by watching your community and live up to and beyond their expectations. Everything is changing so fast that what feels like more risk is really less risk. Take less risk in how you manage your inventory. Reduce your SKUs. Use all the good information you’re getting from your systems and community to get the right product to the right place at the right time. Order a bit less and be okay with occasional spot shortages. It’s good for the brand. Take less risk in how you use some of your traditional advertising and promotion tools. They just aren’t working like they used to. Further reduce risk by not ordering too much in a fit of optimism. Scarcity may be your friend in an era of over distribution even if it costs you some sales. Here’s my message. The one everybody knows but nobody wants to hear. It’s a very tough retail environment out there and not likely to get a lot better quickly. You can’t change that and you can’t succeed by doing things the old way. Embrace the chaos.

ABOUT THE EXPERT: Jeff Harbaugh, industry consultant, analyst and Market Watch columnist, received his MBA In finance and international business from the Wharton School. Harbaugh works with industry companies as an analyst, and an observer of industry trends, to keep retailers and brands ahead of the curve so they can make inevitable industry evolution work for them.

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By Rob Campbell

The following is top-line data taken from The State of Skate research

SPECIALTY RETAIL INSIGHTS KEY SKATE ACCOUNTS TARGETED BY REGION

6 5 SHOPS REPRESENTING 1 0 5 STOREFRONTS IN 2 6 DIFFERENT STATES

63%

report that Transworld Business produced as part of a partnership

36%

IN BUSINESS 10 YEARS OR MORE

with IASC.

OF SHOPS SURVEYED IN BUSINESS 20+ YEARS

YEAR OVER YEAR PERFORMANCE ABOUT STATE OF SKATE:

OVERALL SALES

2014 VS. 2013

6.3%

The Transworld Business State of Skate combines proprietary research, third-party data, and direct access to the world’s largest consumer base to create the most comprehensive snapshot of the industry and its

76%

OF RETAILERS FLAT OR UP

27%

17.5%

15.9%

audience.

33.3% To purchase a complete copy email KBradstreet@enthusiastnetwork.com

IN STORE SALES UP OVER 10% UP SINGLE DIGITS

OVERALL ONLINE SALES

14%

12.9%

32%

FLAT

4.5%

33%

DOWN SINGLE DIGITS DOWN OVER 10%

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14.5%

32.3%

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41.9%

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CONSUMER INSIGHTS WE ASKED RETAILERS WHAT NEW BRAND ARE YOU MOST EXCITED ABOUT?

WE ASKED RETAILERS TO LIST THEIR TOP 3 SELLERS FOR THE FOLLOWING: OVERALL 1. NIKE 2. BONES 3. VANS / SHOP BRAND

DECKS

Survey of Transworld Skateboarding audience.

72%

HOW OFTEN DO YOU SKATE?

SKATE AT LEAST ONCE / WEEK

WHERE DO YOU SKATE? (BASED ON MULTIPLE ANSWER RESPONSES)

76%

42.2%

33%

21%

STREET

PARK

CURBS

DIY SPOTS

BACKYARD RAMPS

BOWLS

HOW LONG HAVE YOU BEEN SKATING? 8.2%

87%

SKATING MORE THAN 5 YEARS

1. DELUXE

2.6% 1.5% 61.3%

MORE THAN 10 YEARS 5-10 YEARS 3-5 YEARS 1-3 YEARS

26.4%

LESS THAN A YEAR

2. SHOP BRAND 3. CREATURE

015

WHICH OF THE FOLLOWING HAVE YOU PURCHASED ONLINE?

WHERE DID YOU PURCHASE YOUR LAST SKATEBOARD?

FOOTWEAR

67.4% LOCAL SKATESHOP

1. NIKE

15.7% ONLINE FROM RETAILER

2. VANS

81%

80%

66%

10% OTHER (FRIEND, SPONSOR) 8% CHAIN RETAILER

3. EMERICA / ADIDAS

6% ONLINE FROM BRAND

TRUCKS 1. INDEPENDENT 2. THUNDER

58%

49%

27%

.4% SPORTING GOODS STORE

WE ASKED CONSUMERS WHICH FOOTWEAR BRANDS THEY WERE MOST LIKELY TO PURCHASE.

TOP 5

WHEELS 1. BONES 2. SPITFIRE

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61.9%

42.9%

42.5%

41%

38.4%

Data for all major product categories is available in the final report. For more information or to purchase a complete copy of the report contact Kailee Bradstreet.

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H A

W S Y

6 By Rob Campbell

Transworld Business State of Surf

CONSUMER INSIGHTS

HOW LONG HAVE YOU BEEN SURFING?

6.3%

from 2,200 Surfer and Surfing e-newsletter subscribers.

3.7%

has aggregated top line consumer insights based on reponses

Survey of Surfer and Surfing audience.

82% SURFING MORE THAN 5 YEARS

68.9%

1 13.2%

W T P

ABOUT STATE OF SURF:

The Transworld Business State of

Surf combines proprietary research, third-party data, and direct access to the worldâ&#x20AC;&#x2122;s largest consumer base to create the most comprehensive snapshot of the industry and its audience.

HOW FAR DO YOU LIVE FROM THE NEAREST BREAK?

51%

26.1% MORE THAN 25 MILES 20.8% 1-5 MILES

LIVE WITHIN 5 MILES OF THEIR NEAREST BREAK

18.9% WALKING DISTANCE 12% 5-10 MILES 11.7% ABOUT A MILE

W S P

10.5% 10-25 MILES

To purchase a complete copy email

KBradstreet@enthusiastnetwork.com

N MORE THAN 10 YEARS

HOW MANY SURFBOARDS DO YOU OWN?

5-10 YEARS

3-5 YEARS

1-3 YEARS LESS THAN A YEAR

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MORE THAN 5

37.3%

2-3

27.9%

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3-5

22%

8.9%

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HOW OFTEN DO YOU BUY A NEW SURFBOARD?

60%

HOW OFTEN DO YOU SURF?

017

SURF AT LEAST ONCE / WEEK

49.8% EVERY FEW YEARS 24.5% EVERY YEAR 14.7% OTHER 10.6% EVERY FEW MONTHS

WHAT TYPES OF SURFBOARDS DO YOU OWN? 65.9% SHORTBOARD 58.6% LONGBOARD

WHICH OF THE FOLLOWING HAVE YOU PURCHASED ONLINE?

44.5% HYBRID SHORTBOARD 38.4% FISH 34.6% FUNBOARD/EGG

WHICH OF THE FOLLOWING ARE MAJOR INFLUENCES ON YOUR SURFBOARD PURCHASING DECISION?

18.7% BIG WAVE/GUN 16.4% SUP

SHAPE TECHNOLOGY

62% WHAT WAS THE LAST TYPE OF SURFBOARD YOU PURCHASED?

PEER RECOMMENDATION

30.6% SHORTBOARD

MEDIA / 3RD PARTY REVIEWS

21.9% HYBRID SHORTBOARD

SHOP EMPLOYEE

17.4% LONGBOARD

GRAPHIC

8.9% FISH 8.3% FUNBOARD/EGG

BRAND LOYALTY

80%

56%

5.6% SUP

13.8%

6.7% 79.3%

13.9%

1.5% BIG WAVE/GUN 29%

WHAT TYPE OF SURFBOARD ARE YOU PLANNING TO PURCHASE

32%

NEXT? 25.6% SHORTBOARD

38%

42%

19%

20.2% HYBRID SHORTBOARD 16.1% LONGBOARD

WHERE DID YOU PURCHASE YOUR LAST SURFBOARD?

10.9% FISH

40.7%

38.7%

14.9%

2.9%

SURF SHOP

DIRECT FROM SHAPER

ONLINE 3RD PARTY (USED)

ONLINE BRAND / SHAPER

ONLINE RETAILER

10.3% FUNBOARD/EGG 6.2% SUP 2.7% BIG WAVE/GUN

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Data for all major product categories is available in the final report. For more information or to purchase a complete copy of the report contact Kailee Bradstreet.

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RE-DEFINING THE WORTH OF A PHOTO BY: Salvador Orofino & Kelsey Smith What photographers, brands, & retailers can learn from copyright law

Late one night as I scoured my Facebook feed, I came upon a passionate thread of disgruntled photographers chiming in on how to police photo rights on social. The thread was started by a friend who has dedicated his life to professional photography. After discovering a very large and powerful brand had “stolen his photo” and reposted it as their own across various digital and social channels, the conversation sparked many respected surf and snow photographers to chime in, fuming with similar stories of frustration. Now this might seem silly to the naïve. Why are you up in arms about a simple repost? It’s a compliment, a sign of gratitude, a photo on a stream of endless content. But as one photographer friend said, “My landlord

transworldbusiness.com

does not accept photo cred.” Case in point.

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Photographers, after all, are the ultimate storytellers in an industry that values the human story so dearly. So why are we discriminating based on medium? Now, what to do about fairly compensating or receiving the deserved compensation is another thing entirely. The Internet, the world-wide-web of muddled content and information, has done a great job at protecting larger corporations from lawsuits involving intellectual property, but is extremely vague when it comes to protecting the little man. Social media has democratized the art of photography and the five-year-old platform, ironically named ‘Insta’gram, has become a point of contention for creative professionals, marketing gurus, and culture in general. In so many words, the current digital ecosystem has changed the way we as a society view everything. We are an image-driven species. The cultural commerce of images extends beyond the image itself, providing a gateway for analytics and monetary advances that directly benefit brands. Many of them arguing social media is the ultimate ROI. As digital media begins to surpass the audience of print, how do we as an industry set standards for professional photography? The standards set now—a code-of-ethics and declaration of rights if you will—could set the stage for what’s expected as we venture deeper into this proverbial black hole of digital story-telling. “You’re going to see opinions all over the map, but I strongly feel the photographers are the backbone of the industry and no one should just expect nor assume they can use a photographer’s imagery for free. I’ve never understood that,” says Evan Slater, GM of brand marketing at Hurley. The argument is two-fold when addressing the blurry lines of intellectual property rights. Tim Zimmerman, a professional snowboarding photographer, said

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“As a photographer I think that the value of Instagram is almost impossible to measure. It has been an incredible tool for connecting with brands and clients, but most importantly to be able to truly understand who the demographic is that actually follows my work.” Chris Burkard, respected surf and lifestyle photographer

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it best, calling out all parties to claim responsibility. “Photographers need to start taking their work more seriously and see the value in their work as a viable advertising commodity. People are using their images to build a brand and sell a product. These brands have to pay all their other suppliers, so what makes your photography work any less valuable than the rubber company that’s supplying their boot sales?” says Zimmerman. “Brands need to start budgeting realistically for social media. This is huge and can only happen if the photographers stop playing dead.”

EDUCATE YOURSELF The expendable nature of social media makes it convenient to “borrow,” or repost, a photo, and unfortunately, the law is vague on copyright infringement with intellectual property. But wisdom is power. All parties involved—brands, retailers, and photographers—should be educated on best practices, armed with knowledge of the law as well as an action plan. Zimmerman adds, “Brands should have clear policies about licensing images with the steps that have to be taken before anything can be posted. And photographers should know what they’re going to charge, and be clear about what is and isn’t acceptable use, depending on their fee.” Jeff Hall, co-owner at A Frame Photo, a full service media-licensing agency working with surfing photographers, puts it simply: “You can’t just help yourself to whatever imagery you like and think it’s OK because you’ve tagged the photographer. It exposes an unsophisticated image buyer. And unfortunately, ignorance to the reality of copyright violation isn’t a defensible excuse. It’s kind of like, just because you heard a song on the radio doesn’t mean you can use it in your next commercial as long as you credit the band.” For brands and retailers, a smart option would be to carve out a budget to pay photographers for social and digital licensing. Although it’s widely acknowledged this could be tough for brands and retailers with smaller budgets, initiating the conversation with a photographer on terms of use for his or her photo is a good starting place. “We follow a schedule of imagery we’re posting, and we let the photographers know ahead of time to make sure we have an arrangement set up before the imagery goes live,” explains Slater. “Perhaps most encouraging is that this industry actually has the social will to tackle the problem and create a win-win,” says attorney Salvador Orofino, Principle of Orofino Law Group, PLLC, specializing in digital content and social media law, and cyberrisks, among other things.

Social Media Law

NOW

Instagram takes a hands-off approach when a potential trademark infringement issue is presented. A user can contact Instagram and ask them to take down the photo if he or she can prove ownership of the image, but that’s about all Instagram will do. Their terms of use explain that a user assumes liability for any violation of the law and is willing to cover the expense of a potential lawsuit if it comes to that point. In most cases, Instagram is not liable. The DMCA (Digital Millennium Copyright Act) does a great job at protecting big companies like Instagram and Facebook against legal requirements to police images. For the most part, Instagram’s terms and conditions “are artfully vague,” admits Orofino, and don’t lend themselves to generally accepted knowledge. When a photographer, brand, retailer, or individual signs a contract with Instagram to create an account, that user gives away a set of rights in order to post to the platform—their house, their rules. The law has long-established principles and the combination of lack of user education and terms and concepts the general public doesn’t look for and doesn’t understand, creates an environment ripe for conflict. Orofino breaks it down further: •They require the user posting the content to assume liability for any violation of law. • They also require that the person posting the image is willing to cover the expenses of a potential lawsuit that would be brought against either the social media channel and/or an individual user who violated copyright with the content in question. • Finally, they require the person posting to grant Instagram a royalty-free (meaning if Instagram makes money off your photo they don’t have to pay you for it), unrestricted (meaning with no boundaries), transferable (meaning Instagram can share your photo with their partners), and worldwide license to re-use the content.

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020

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ASK THE EXPERT | WHAT TO KNOW ABOUT COPYRIGHT AND INFRINGEMENT

“Copyright determines who holds ultimate ownership of the photograph and who can grant rights of that photograph to others,” explains Orofino. The copyright comes into existence the second the shutter closes and the image has been created by the photographer taking the photo.

AN OWNER WITH COPYRIGHT PROTECTION HAS THE RIGHT TO: • Reproduce the photograph • Prepare derivative works based on the photograph, ex: advertisements with text overlaying the photo • Distribute copies of the photograph to the public for sale or for “rent” through a license • Display the photograph publicly You can also register the photograph. Registration of the copyright to the U.S. Copyright Act formally protects the photo against damages for infringement. This means others who may benefit or gain monetarily from your photograph, without your permission or without compensation, are in violation and infringing on your copyright protection.

“Outline the usage perimeters to limit exposure to risk for both parties,” Hall of A Frame Photo ASK THE EXPERT | DEFINE: LICENSING

encourages. “With each licensing comes a usage

Aside from a work-for-hire scenario where the photographer transfers the ownership of a photo to someone else, licensing allows others to essentially “rent” the photo from the photographer. The licensing fee allows the photographer to get paid. Three main areas of licensing use include commercial, editorial, and retail.

agreement that clearly lays out the terms of use,

If we assume the photographer owns the photo, this ownership allows him or her to license the image out to multiple different companies simultaneously, assuming the licenses and terms and conditions don’t overlap or conflict. The licensing fee agreement can be exclusive or non-exclusive and tailored either very broadly or very narrowly. This is where negotiations can be extremely detailed in the terms of the license, and can specify duration of license, terms of use, and compensation according to guidelines outlined in the contract. “Some clients need an image for one email blast and some just want to have full digital rights and not have to worry about it,” explains Hall. “Typical time frame is one year, but some of the larger, non-endemic companies like to get three to five years to cover themselves.”

duration of use, and the compensation amount.”

“We are all consumer facing brands, so I personally feel that any imagery we use is essentially advertising. Ultimately, I’ll refer to the photographers who are doing all the work to create a scale for what’s fair,” says Slater. His personal ethics speak to a pay scale developed by a group of photographers and media cohorts that aim to reflect a scale for compensation for a photo sold to use on social channels, digital campaigns or websites, and of course, in print. “It’s a new territory for both brands and photographers to figure out what’s fair payment and it’s obviously a different scale for a print ad versus a social channel, but I think we’ve gotten to a good point,” he adds when addressing a working scale for compensation on Instagram photos. Surfing Magazine and A Frame Photo established a price breakdown for photos licensed out on social media. The values, broken down by number of followers, have become somewhat of an industry standard within the surfing world.

“Just contact me and describe the kind of photo licensing you need and I’ll give you a price. If it doesn’t fit your budget, we can negotiate the usage down to something that does.”

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Tim Zimmerman

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SURFING MAGAZINE’S SUGGESTED PAY SCALE What a photo is worth based on Instagram followers Yadin Nichol Photo: Corey Wilson

FOLLOWERS

$$$$

0-50K

$75

50K-150K

$150

150K-300K

$250

300K-500K

$350

500K-1M

$500

1M+

$700

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It’s a delicate ecosystem and the digital nature of sharing and distributing photography has changed. But our industry has the upper hand in trying to mitigate problems. One photographer said it wisely; “The issue is not isolated to action sports and is probably even worse in other areas where the brands have less than personal relationships with the photographers.” The ultimate goal would be to come together to create a declaration of rights, as some have said, to determine the value of a photo. “Brands would be short-sighted if they’re not supporting the people who create the dream,” says Slater. “Their job is more relevant and valuable than ever. We just need to make sure that we’re responsible enough to compensate them for it.”

ABOUT THE EXPERT: Orofino Law Group provides tailored legal solutions for brands, software platforms, and content publishers. Core services include digital law, social media compliance, and information security. Salvador is also Chief Privacy Officer for ReadyPulse, an SaaS solution for user-generated content in the outdoor, fashion, and action sports industries. He is responsible for creating legal compliance and business integration. Salvador is a member of the International Association of Privacy Professionals and can be reached at salva@orofinogroup.com

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CARAVAN

retail radar

022

Caravan Beach Shop Tofino, BC, Canada By Rhea Cortado

IN A MERE 230 SQUARE FEET, CARAVAN BEACH SHOP PACKS IN A HEARTY DOSE OF STYLE. Owner Jen Thorpe opened Caravan in 2012 in the coastal vacation town of Tofino, BC, which has a tiny number of year-round locals but sees an annual average of more than one million visitors per year (everyone from city hipsters and college students, to families) who come to surf and explore the outdoors. The shop is filled with stylish provisions for the fresh-air-loving locals and tourists: independent surf brands, outdoor heritage brands, artsy handcrafted home goods, and its own growing private label—including logo crewnecks, five panel hats, tin camp mugs, and patches—for the perfect vacation souvenir. “Tofino is full of great surf shops,” said Thorpe, who chose not to carry hardgoods at Caravan. “I wanted to offer a lifestyle store where you can buy clothes, gifts, and housewares that still feels inline with surf culture.” We caught up with Thorpe to find out more about bringing emerging brands to Tofino, and the temperature of the Canadian marketplace.

How is Caravan different from other shops in Tofino?

To be honest, our shop is one-of-a-kind in Tofino. I try to stay current and translate bigger trends to fit our small town feel. We carry brands that no other shops in town have: Seea, Mowgli, Raen Optics, Topo Designs, Muttonhead, Penfield, Pendleton, HBC, Filson, Stanley, Rainbow Sandals, Birkenstock, Mokuyobi Threads, AW by Andrea Wong, Forest & Waves, Blackbird Studios. Then add all my local makers to the list!

What is the weather and surf conditions like in your area, and what kind of surfer does that produce?

Cold! But nowhere near as cold as the surf mags portray. I wear a 5mm suit, gloves, and 7mm booties. With mostly beach break and lots of neoprene we stay pretty muscular. Also not sure the why or how, but we have a huge female surfing population. [It’s not uncommon to] find equal amounts of girls versus guys in the water on any given day. We even have an all girl surf school, Surf Sister.

What are the favorite locals best keep secrets?

transworldbusiness.com

Surf spots stay secret. But great food is abundant in Tofino. I highly recommend Kuma & Tacofino. Tofino Brew Co. is no secret but they have great beer. I love the remote feel of Radar Beach and Schooner Cove for it’s awesome beach combing.

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What’s your overall impression of the local market over the past six months?

Strong. The economy is feeling stable again and people are spending money. In Tofino, we have noticed an increase in American tourist dollars along with better than ever off-season sales numbers. A warmer than normal winter meant most ski resorts stayed closed and so tourists opted to come to Tofino and surf.

What store (or multiple stores) are your closest competition? I think for such a small town we all do a great job of keeping the peace and piece of the retail pie. Our retail community feels more supportive than competitive. That being said Storm Surf Shop’s inhouse brand gives Caravan a run for its money.

What are some things that brands are doing to work with your shop?

I’ve really tried to concentrate on carrying small local brands. I get to work directly with the makers, so there is huge opportunity for product customization and collaborations. I work with Forest & Waves each season on a small line of apparel. I’d like to put out a big shout to Ryan ‘Triple Threat’ Taron at Apogee Sales, who provided me with great advice in the beginning of my retail adventure.

CARAVAN BEACH SHOP 346 Campbell Street, Tofino, BC, Canada jen.caravan@gmail.com

Photos L to R: Seea, Topo Designs

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SIMA Gold Wave Award Winner Driving New Jersey Surf Culture For Over 50 Years

changed to Heritage Surf & Sport in 1970.

Shop, showing he had a sense of humor about the East Coast’s reputation for small waves. The name officially

BELOW: Master craftsman Dan Heritage, a member of the East Coast surfing Hall of Fame who shaped thousands of boards in his lifetime. Heritage passed away in 1997.

Retail Radar

Heritage Surf & Sport

LEFT: Dan Heritage named his first store Little Wave Surf

By Rob Campbell

“I don’t know if people have any idea what kind of juice this little state has in the overall surf industry,” says veteran journalist Jon Coen, who lives in New Jersey and has covered the surf industry extensively for publications like The Surfers Journal, ESM, and Men’s Journal. “There are a handful of core retailers here that, as far as the brands are concerned, do similar numbers to shops in Southern California.” Heritage is clearly one of those retailers on brands’ radar. Dan’s son Brian Heritage literally grew up in the surf industry, working at the shop with his mother and sister, and learning to shape boards from his Dad. These days, Brian carries on the family tradition, making sure that credibility and leadership remain a priority. “We are cutting edge on all things and pride ourselves on our knowledge and customer service,” he says. Catering to a mix of customers that range from the most dedicated year-round core surfer to the most cliché Jersey Shore tourist, Heritage has found a way to strike a successful balance and product mix. “We carry all the majors,” he says, “and throw some new, up-and-coming lines in the mix.” He credits Rip Curl and Vans with being the best long-term partners. Stance continues to gain traction, while customers have been asking about Rainbow and Toms the most lately. Realizing the strength of its own brand name on apparel and surfboards since the beginning, Heritage has placed more emphasis on its private label business over the past few seasons, which now

HERITAGE

IT’S A CLASSIC, FEEL-GOOD TALE OF THE GUY WHO TURNS HIS LOVE OF SURFING INTO AN ICONIC FAMILY BUSINESS THAT SPANS GENERATIONS AND LEAVES A LASTING LEGACY ON THE LOCAL SURF COMMUNITY. Dan Heritage founded what would eventually become Heritage Surf & Sport back in the early ‘60s when he opened Little Wave Surf Shop in Southern New Jersey. Today, Heritage operates four Garden State storefronts in the towns of Sea Isle City, Margate, and Ocean City. In early 2015, the business was honored with SIMA’s Surf Shop Gold Wave award, reserved for iconic specialty surf retailers who have been around for 50 or more consecutive years.

accounts for 10-15% of total sales. The most profitable overall product categories have remained the same over the past year (men’s boardshorts, women’s apparel, and footwear) with footwear trending down. Although he shares some common concerns for the industry, like “online companies giving insane discounts,” Heritage remains optimistic overall and says he’s expecting an upswing in business over the next 6-12 months. Throughout its history, Heritage has also distinguished itself by placing a lot of importance on hosting events and supporting a strong team. “They are one of two, maybe three shops in New Jersey that has invested actual money into their surf team,” says Coen, “You just don’t see that on the East Coast —a shop owner writing checks to support multiple shop pros, year after year.” The current roster boasts over 30 indigenous surfers, including standouts Zack Humphreys, Andrew Gesler, Jamie Moran, and Ian Bloch. A former pro surfer himself, Brian Heritage has seen his investment pay off through strong influence and connection with the local surf scene, as well as bragging rights that include multiple trips to the finals of Oakley’s Surf Shop Challenge. “It’s always been a family belief that we are blessed to live the lifestyle we’ve created, so it only makes sense to pay it forward so that others can experience that feeling,” he says. “And we want to give East Coasters and promising New Jersey surfers a shot at making a go at the sport they love.”

HERITAGE SURF & SPORT Margate 9223 Ventnor Ave. Margate, NJ margate@heritagesurf.com

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Ocean City (+ Seasonal Location) Ocean City, NJ oceancity@heritagesurf.com

Sea Isle City 3700 Landis Ave. Sea Isle City, NJ seaisle@heritagesurf.com

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CULTIVaTING THE YOUTH: HOW BRaNDS aND RETaILERS aRE SPEaKING TO GEN Z By Christina Shepherd McGuire

AUTHENTIC YOUTH CULTURE AND THE BOARDSPORTS INDUSTRY HAVE A MUTUAL NEED. After all, groms just want to be groms and, well, the aging enthusiasts still wish they were. So with kids of my own and admittedly a little bit of youth envy myself, I set out to unveil the secret sauce of captivating the youth market. On the way, I expected to encounter a complex priorities shift combined with newfangled marketing tactics, but what I found instead—even with the altered landscape—is that the oldschool values of a real experience and a sense of community still reign true with the groms. And there are a few shops and brands that have nailed it. Darkside Snowboard Shop in Killington, Stowe, and Ludlow, Vermont created a 25-year legacy of loyal retail customers by specifically nurturing

IS IT A NUMBERS THING?

According to SIA’s 2014 Consumer Intelligence Report, Generation Z is attributed with almost two hundred million in spending power and accounted for 26 percent of snowboarders in 2014. They are riding on the shirttails of the Millennial generation, the largest generation to date, and are adopting their mindset of frugality, social savviness, and valued connection. “Truly this population will save the industry, ” claims Hannah Deene Wood, President of Talent Skatepark and Shop in Burlington, VT, “Talent would be out of business without the youth market,” She explains that 15 years ago they based their business plan on a 20-and-older clientele. Today, the majority of their park users are 12 and under and many of the older Talent skaters have moved West to pursue pro status. Clint Graham, Pacific Northwest Sales Rep for Volcom concurs, “Its a no brainer. If we get kids participating in these sports when they’re young, there’s going to be a percentage that continue to pursue them as passions into their teenage and adult lives.” The survival of the action sports industry relies on cultivating this demographic that can propel participation and influence purchasing. But how do we increase numbers and create the stoke?

IS IT A PRIORITIES THING?

“Our customers want it when they want it and where they want it,” explains industry consultant and Market Watch author Jeff Harbaugh. John Ennis of Surf Ride in Solana Beach and

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the younger generation. “We encourage a very respectful attitude towards young people,” explains co-owner Teeta Langlands. They foster this attitude by encouraging the grom population to hangout and watch videos, session their store-side snowboard park, and co-mingle with the 20-something mentors that are part of the Darkside team. Managers are coached on their philosophy of community and respect, one that parents and kids witness from the start, hence developing their trust in and dedication to the shop. “Action sports delivers the experiences that become social currency … the entire industry is based on the values that form the identity of this generation,“ says Issa Sawabini, partner at Fuse.

Oceanside, CA provides just that by going deep on product specific to kids. “I’m offering [board sizes] all the way down to 4’6” for groms so that they feel they have somewhere to go to get their equipment. Most shops stop at 4’10”.” Surf Ride also speaks to the parents’ priorities by offering an unmatched trade-in program. When kids bring in their used, ding-free, and water-worthy boards, they automatically get 70 percent off a new board right on the spot. Surf Ride’s pawnbroker license sets their trade-

“EXPERIENCE IS SOCIAL CURRENCY. IT’S MORE FUN FOR THEM TO GO OUT AND ACTIVELY DO SOMETHING, RATHER THAN BUY SOMETHING.” in program apart by allowing their customers to buy a new board without waiting for their old board to sell. And kids can choose from grom-series boards with special pricing from Lost and Firewire, making the purchase more palatable for parents forking out the cash. Action sports participants define themselves by the companies they like and the products they buy—youth are no different. They’ve grown bored with big box brands and mass marketing techniques. Harbaugh notes, “If it’s available all over the place, then it’s not attractive to them.” He explains that retailers have to take chances with new brands, adding that the best retailers make the brands credible, not the other way

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around. Daron Horwitz, President of Daddies Board Shop in Portland, OR agrees, noting that brand credibility is also a partnership. Daddies claims success with small brands like Caliber Truck Co. and Omen Longboards. He says that these brands put in the legwork; Daddies then provides the marketing exposure to their young audience. “For brands that hustle, we can help them grow faster,” he explains, “We have a very specific interest in small brands wanting to do just that.”

IS IT AN EXPERIENCE THING?

“Experience is social currency,” explains Sawabini, “It’s more fun for them to go out and actively do something, rather than buy something.” Talent Skatepark creates a unique experience that helps form deep connections. Their Skatepark Lock-ins, where kids ages five to thirteen are locked inside the park all night, provide the space for skaters to share their passion. Parents love Talent’s lock-ins and plan date nights around them, and the kids like the fact that the general public is actually locked out. They spend their evening skating, socializing, making sundaes, and watching skate videos in an extremely safe haven. Lock-in events help form new friendships and establish shop loyalty. “The kids feel like they are part of the Talent family,” explains Deene. In the spring, Surfing and Surf Ride host a community event, Camp Shred, at San Elijo State Beach in Cardiff, CA. Vendors show up to demo their new gear and kids sign up in droves, earning three “library cards” for the day: one

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TOP & LEFT: Volcom’s Peanut Butter and Rail Jam championships at Mammoth Mountain. RIGHT: Talent Skatepark’s youth following hyped on a recent all-night skate jam.

for boards, one for wetsuits, and one for accessories. They go in and out of the water swapping gear and trying out the latest products. “The kids froth all day on that thing,” explains Ennis, making it a weekend must-do for surf-centric families. And Volcom offers groms a no-frills and nocost alternative to the big surf, skate, and snow competitions. Their “Let the Kids Ride Free” grassroots gatherings held across the U.S. include the Totally Crustaceous Tour, the Wild In the Parks event, and the Peanut Butter and Rail Jam. Graham develops a list of shops in his territory to promote the event, and Volcom then provides the shop with photos, video clips, and in-store displays to use on various digital platforms. Guido Silvestri of Civil in Greenwich, RI says these efforts bring people in his shop to learn more about the gathering.

IS IT AN AUTHENTICITY THING?

Kids aspire to belong to a community and are willing to put in the effort to do so. For example, Darkside’s grom crew maintains their shop’s snowboard park. It gives the afterschool posse a place to hang out, as well as a rewarding job that serves a purpose. In return, Darkside offers them shop discounts, handles their board maintenance, and recruits brand sponsors for certain riders. By being part of the park crew, kids are taught the value of hard work and team building. And many of them mature into shop employees or future customers with their own families. “They thank us and appreciate where they came from. That’s so rewarding for us,” explains Langlands. Quiksilver’s Dark Rituals and Surf Tripp’n

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collections also exemplify a collective effort that resonates with a younger demographic. Josh Rush, head of global design for Quiksilver, explains, “At the time, we had lost touch with the youth and needed a massive shift to, once again, be relevant to the under 20’s market.” After creating the collection, Quiksilver held a focus group with kids ages 16 to 20 to gather a response to their new direction, which icluded pro surfers Dane Reynolds and Craig Anderson. “There was a real need to humanize the brand and connect again with youth culture in an honest and believable way,” Rush explains. Both Dark Rituals and the Surf Tripp’n represent an attitude defined by its own demographic. By engaging young influencers in their brand redirection, Quicksilver poises themselves for growth through dedication to the youth market.

IS IT A DIGITAL THING?

As for the preferred platform—well, Snapchat just “gets it.” Comparably the baby on the social media scene, Snapchat has become to Generation Z what Facebook once was to Generation X. Snapchat checks off all the factors important to this demographic: it helps display their personal brand, it’s purposeful, and it’s private. Daron Horwitz of Daddies Board Shop in Portland, OR says his customers hang out in the usual online locales: Instagram, Facebook, YouTube. “We go where they go, and we make sure that the people who do our social media not only speak their language, but also live their lifestyle,” he explains. Daddies devotes two dedicated and passionate skateboarders and to their social tactics. They also take advantage of co-promoting their employees who are pro

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skaters, like Carla Javier who rides for Bustin Boards. By featuring her on their platforms and tagging Bustin, they reach a wider audience than they otherwise would without the cross-promotion. Horwitz explains Snapchat allows them to ad lib more in their approaches. And Snapchat’s mobile-only platform levels the playing field between brands and shops. “The quality of, say, a Nike snap is going to be the same quality that a shop can put out. We can be just as effective as the big guys,” he notes. Quiksilver’s new version of their King of the Groms surfing event takes community engagement to the next level. The contest, conducted solely on Instagram, requires 13 to 18-year-olds to post a qualification photo on Instagram. Pro surfers Reynolds, Anderson, and Jeremy Flores judge the first round. Second round competitors then post a video that is voted on by the audience. The whole event is hosted online, creating an experience that revolves around interactive posts. It keeps both competitors and “spectators” checking back in for a real time experience. Whatever the product, tactic, or medium-du-jour is that resonates with this group, I’ve learned it’s important to remain simple and to stay true to what drives the industry. With a little time spent on cultivation, today’s youth will ultimately grow into brand and shop advocates, further shaping the ever-evolving boardsports culture. “In short—all of the things that make action sports fun and exciting are the same things that drive the identity and behavior of young people,” explains Sawabini. “It’s a perfect match.”

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S K A T E IF SKATEBOARDING GOES TO TOKYO IN 2020, WHO STEERS THE SHIP? Few topics have reached the level of controversy as skateboarding’s possible, then probable, and now seemingly incipient inclusion in the Olympic Games. It’s a story that’s been written about for more than a decade, and today, all signs point to skateboarding in the 2020 Olympic Games, in Tokyo, Japan. Common first impressions have ranged from apathy, to apprehension, to outright hostility. However, having skateboarding as an Olympic sport can also be seen as a natural evolution. Consider the fact that contests have always been a part of skating. And in the last 15 years, they’ve gotten progressively bigger and bigger, in terms of participation, media exposure, and prize purse. Consider the number of skateparks that have popped up in the last decade. From there it’s not hard to imagine P-Rod and Nyjah atop a five-ringed podium in Tokyo, a few short years from now.

By Adam Sullivan THE ACRONYMS: A QUICK-REFERENCE GUIDE IF (International Federation): This is the governing body that gets assigned (per sport) by the IOC. They are in charge of establishing the qualification process for athletes, among other things. IOC (International Olympic Committee): Based in Lausanne, Switzerland, they decide who gets the designation of International Federation. FIRS (Federation International de Roller Sports): Headquartered in Rome, they have a long history with inline skating.

A YOUNGER DEMOGRAPHIC As mentioned above, the International Olympic Committee have had their sights set on skateboarding for a long time, and it’s not difficult to understand why. Skateboarding is hip, young, and exciting, and according to a 2014 Huffington Post article, Olympic viewers are only getting older. The inclusion of snowboarding was intended to combat this, but: “The median age of the Olympic viewer increased from 50.9 in 2006 to 55.1 this year, despite the addition of snowboard and halfpipe events designed to appeal to young people,” explains author David Bauder. Conversely, skateboarding appeals to a far younger demographic. At the International Association of Skateboard Companies’ recent 2015 summit, Research Director Thomas Barker pointed out that 70% of all skateboarders were below the age of 25. Skateboarding, it seems, is a crucial component to the Olympics’ viewership issue.

FIRS has been an IF in previous decades, though not for skateboarding WSF (World Skateboarding Federation): Established in 2014 and headed up by Tim McFerran, who runs the Kimberley Diamond Cup in South Africa. ISF (International Skateboarding

THE NEXT STEPS Nothing has been officially decided, though— at least, not yet. If skateboarding is going to be in the Olympics, it will likely be announced soon—there’s a lot of prep work, and five years isn’t a lot of time. But before skateboarding can become an Olympic sport, there’s a lot that needs to happen. The first step is the designation of an official “International federation.” This is an important distinction —this is the group that sets the rules, and is responsible for the technical control and direction. The IFs are also responsible for eligibility, qualifying, and several other facets. The designee is a group called the International Olympic Committee (IOC). At present, there are at least three competing organizations, each vying for the official designation of “International Federation.” And now, more than a decade after this story began, we find ourselves on the eve of a decision.

THE POTENTIAL FEDERATIONS As it stands, the three organizations are: The World Skateboarding Federation (WSF), the Federation International de Roller Sports (FIRS), and the International Skateboarding Federation (ISF). FIRS is headquartered in Rome, and they have been around the longest— since the mid-1960s, in fact. They’ve even been an IOC-sanctioned Federation for decades. It wasn’t for skateboarding, though – it was for roller hockey. Comparing roller-skating to skateboarding because they both have wheels is like comparing basketball to soccer because they both have balls. That being said, their longstanding relationship with the IOC could put them in the running. Representatives from FIRS declined to comment for this article. The ISF has been around since 2003, and is headed up by Camp Woodward’s Gary Ream. “When we first met to form USA Skateboarding and the International Skateboard Federation, it wasn’t that we lusted to be anywhere, we just wanted to be in a position to protect when the battle came,” explains Ream. “And the battle is now here, 12 years later.” In preparation, Ream and the ISF began consolidating events under the ISF umbrella, and in 2014, the ISF and its members put on more than 100 pro and am skateboarding contests in more than a dozen countries, including Street League, Tampa Pro and Am, Dew Tour, the World Cup, Vans Pool Party, and more. One feather in the ISF’s cap is an endorsement from the IASC. This organization, which has been around since 1995, has given its unanimous support to Ream and the ISF. “IASC has supported the ISF and Gary Ream’s efforts since the beginning, essentially, because we believe that he has the best interests of skateboarders and skateboarding in mind,” explains IASC Executive

O LY M P Federation): Established in 2003 and

fronted by Woodward’s Gary Ream, they have the support of IASC.

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IN THE

Director Josh Friedberg. “His approach is not that we need to get skateboarding in the Olympics, his approach has always been: ‘If skateboarding goes into the Olympics, we want skateboarders making the decisions.’” The most recent contender is the WSF. Enter Tim McFerran, who helped launch the Maloof Money Cup series in 2008. Since then, he has launched the Kimberley Diamond Cup contest in South Africa in 2013, and created the World Skateboarding Federation in 2014. “What Tim’s done in South Africa is pretty remarkable,” explains The Boardr’s Ryan Clements. “The scene he’s created, the events that he’s done… the dude has straight-up built skateboarding in South Africa. It’s pretty impressive, and pretty cool. I have to give him a high five for that. Tim has been a good partner in a lot of things. He’s the one who pushed us to create our scoring system—it was a Maloof requirement, and we got it done.” McFerran, who comes from the world of competitive basketball, provides an insightful perspective: In addition to helping develop The Boardr’s scoring system, he assisted in marrying the traditional skateboarding content with one that works for network TV. “My main concern about skateboarding was that the format wasn’t fast enough,” says McFerran. “From the Olympic standpoint, the format is key. It can’t be slow; it can’t be standthere, wait-in-line to do your trick. It has to go fast.”

Tonge explains that the process is currently under review, but “… as a guide, the IOC evaluates International Federations that are applying for IOC recognition based on the following eight themes: general overview of the sport, governance, history and tradition, universality, popularity, athletes, development of the IF/sport, and finance.” When it comes to things like tradition, universality, popularity, and athletes, skateboarding’s a no-brainer for the Olympics. And if we can iron out things like “governance,” it might just happen. LONG-TERM EFFECTS One of the more vocal concerns surrounding skateboarding in the Olympics is “what will change?” Will participation increase? Yes, it’s likely —especially on a global scale. Will there be an economic impact? Sure, maybe a little. “I don’t think that it’s going to change the industry in the United States in any majorly measurable way,” says Friedberg. “It’s literally just another contest. Obviously, one of the most high-profile contests on the planet, but it is a skateboarding contest.” More skaters and more skateboards is a good thing, any way you look at it. But what, then, would we have to change about skateboarding? Lizard King’s name doesn’t exactly spring to mind when thinking about who will appear on a box of Wheaties (no offense, Lizard). Of course, if the IOC wants skateboarding, perhaps it’s precisely because of the differences. “I don’t think we need to change skateboarding for the Olympics,” says Clements. When in attendance at the 2014 Olympic Games in Sochi, Russia, snowboarder Sage Kotsenburg recalls a sense of camaraderie that set the snowboarders apart from the rest of the

athletes: “… at the slopestyle, Stale [Sandbech] comes down and he doesn’t end up knocking me off first, but we’re high-fiving each other. He’s so stoked, and I’m so pumped for him. We’re jumping on the inflatable gate at the bottom as people are coming down. All the NBC people are looking at us like, ‘What are these kids doing, high-fiving each other?’” This is a common sentiment within skateboarding, as most skaters who have found themselves atop a podium can attest. Tony Hawk recalls competing in the 1999 X-Games: “… all the competitors were cheering me on to make a 900. The contest was officially over,” he says, “but I believe it was about evolving skateboarding in general, more than personal success.” Chris Cole is another skater who is no stranger to first place: “Skateboarding is a tough competition, but a tight-knit family. We all skate together, have similar friends, and go on tours with a lot of the other competitors —that’s why it’s so unique. We may have wanted a victory, but we are happy for our friend who pulled off the win, and can celebrate their gold with them.” In skateboarding, that kind of brotherhood is the rule, rather than the exception. In fact, the very first item in the Fundamental Principles of the Olympic Movement is as follows: “Olympism is a philosophy of life, exalting and combining in a balanced whole the qualities of body, will, and mind. Blending sport with culture and education, Olympism seeks to create a way of life based on the joy found in effort, the educational value of good example, and respect for universal fundamental ethical principles.” Perhaps that will be skateboarding’s Olympic legacy in 2020— a true sense of camaraderie that persists, transcending nationalities, prize purses, and glory, embodying the true spirit of the Olympic Games.

PICS? HOW IS AN IF SELECTED? It’s not an easy —or a speedy—process. It happens in due time, and that’s partly because the IOC has to weigh the three contenders against each other in a thorough, yet evolving list of themes. IOC Media Relations Manager Sandrine

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Trend Report

Spring 2016 Apparel Trends Men’s Technical, Functional Fabrications Promote Minimalist Attitude; Women’s Rompers Reign & Non-Traditional Denim Styles Emerge By Rhea Cortado

Apparel

RESTLESS GUYS LOVE STRETCH AND COMFORT Men are creatures of habit when it comes to their clothing. The top items they love right now — a soft pocket tee, relaxed slim woven shirt, drawstring hybrid shorts, slim straight leg jeans, and comfy joggers — will be relevant in 2016 with an update on fit and performance features that take them from flip flops to the trail.

THE LEADING DEMANDS FOR BOTH GENDERS ARE ROOTED IN HIDDEN PERFORMANCE, comfort, and transitional ease of use for in-between seasons and activities. Yes, what he or she packs has to be stretchy, breathable, soft, and technically work for whatever activities arise, but that doesn’t mean compromising an effortlessly cool look for an “outdoor techie” vibe.

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For men, we’ll see great-fitting classic silhouettes in novelty and performance fabrics that keep him comfortable—shorts fit for a sweaty hike followed by happy hour fun; a light shell for a cloudless day in paradise that switches into high winds or tropical drizzle. For women, it’s no-brainer dresses and rompers that go with her favorite swimsuit — perfect for hot spring festivals, cooler late-summer road trips, and everything in between.

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“Guys are looking for functional clothing they can wear every day, all day… Sportswear is evolving to a place where the clothing we wear is designed to be the only item (short, pant, shirt) you need,” said Mark Little, product line manager for men’s sportswear at Patagonia. Patagonia’s fabrications epitomize the one-item-rules-them-all philosophy: woven shirts in breathable loosely woven organic cotton and

hemp/organic cotton blends for hot climates, and performance blend knits with anti-odor, quick drying and UPF protection. Burton took a similar approach and asked, “is it packable, is it lightweight, and is it durable?” One standout is a Burton grid back moisture-wicking “Dryride” knit fleece top that packs into the front pocket to become a travel pillow. The comfort stretch revolution is finally catching up to woven shirts. Element is continuing its lightweight flex woven shirts in a tailored silhouette. “As a part of the skateboarders uniform, this gives guys the same flexibility in a woven that they have in a T-shirt,” said Brian Erickson, VP of merchandise and design for Element Men’s. Austin Duvall, creative director of Florida-based Duvin said that the brand expanded its four-way stretch short sleeve button downs for 2016—a favorite of Florida dudes for surfing and the bar. Customers will have a variety of options for woven prints and colors, as some brands are still pumping out bright prints, tropical, and pastel stories, while others are focusing on classic oxford, chambray, and textured plaids with soft washes. Walkshorts and hybrid shorts are an ongoing evolution of better fabric, new prints and fine design details. Tavik increased its drawstring Poolshorts offering in a variety of price points including premium fabrication. Expect new plush cotton/poly blend fabric and nylon blends from Vans’ Decksiders hybrid shorts. New York-based

FEATURED BRANDS: Left Page: top left: Vans

Right Page top left: Patagonia

middle: Vans

top right: Patagonia

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bottom right: Vans

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streetwear brand Mighty Healthy will build upon its Reebok ventilator collaboration of French terry shorts with expanded sporty features, prints, colors and blocking. Matt Ross, VP creative director, apparel for Burton Snowboards takes a stance on the category that’s true to the brand’s mountain heritage, which means creating “great hiking shorts you can swim in, not swim shorts you can hike in.” As for pants, slim chinos are holding steady and the jogger style is still going strong with novelty fabrications and slight tweaks to the fit. Quiksilver introduced a drop crotch slim pant with elastic waistband and hem in fabric that resembles a vintage-washed twill but drapes like a French terry sweatpant. Volcom continues its commitment to sustainability by updating the Frickin chinos in Repreve recycled polyester. RVCA introduced a new “crop-taper” fit called the Hitcher, which is comfortable around the waist, with a tapered leg and shorter inseam to show off the ankles or colorful socks. Vans had so much success with its elastic waist lounge style shorts that the brand made a pants version. Expect T-shirts to chug along with new updates to the greatest hits: pocket T-shirts, yarn-dyed stripes, slub fabrications and lived-in wash treatments, all in soft hand feel. A couple new silhouettes to keep an eye out for are a short sleeve French terry pullover hoodie by Vans and the addition of details such as a scallop bottom from …Lost. No existing categories have challenged

hats and socks as the kings of accessories. Expect a few more six-panel bucket hats added to the standard five-panel, snapbacks and trucker hats. Stance isn’t adding more SKUs but becoming “more efficient with styles that are running well with us,” said VP of Design Joey Jorgensen. New for Spring 2016 is a topstitch collection that takes an ultra premium approach into Fusion Athletic styles employing bold graphics and engineered athletic mesh; a capsule of made in USA styles; and new ongoing core group of staple classics within all casual segments. Other notable launches include O’Neill’s new surf bags and a revamped sandal offering. Tavik created a FORM portable charger with specialized options available on a boardshort to keep guys plugged in wherever they are.

Burton asked, “is it packable, is it lightweight, and is it durable?”

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Trend Report

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ROMPERS RULE AND DENIM GOES BEYOND BOTTOMS Within myriad trends, prints and muse stories, there was one repeated, unifying theme: garments must be transitional between seasons and occasions. Take RVCA’s expanded Sunday Collection, a loungewear capsule of undergarments that are “designed for doing some hard chilling on a Sunday.” Anya Violet, women’s design director for RVCA added the collection will expand with “more pieces that transition to the street.” Dresses and rompers in all shapes and proportions were the overwhelming leaders for next season, attributed mainly to their perfect compatibility with swimwear and off-the-sand excursions. “We see rompers as an entirely new category for ladies, one that is here to stay and not just going to be around for a season or two. They are the perfect mix of fashion and function,” said Nicole Hanriot, designer of Beach Riot’s new apparel line. Case and point: Beach Riot’s drop-crotch lounge romper in a solid texture or print is designed to show off a bikini underneath. The evolution of “festival” wear — crochet and lace, printed rompers and dresses, destroyed denim — is a 1970s twist mixed in with the still lingering 1990s silhouettes. The best of tops run the gamut from flowy printed woven tanks and boyfriend flannels to solid embellished wovens. Boho tops in cotton gauze and textured organic crepe are the favorites in Sea Gypsies by …Lost. Vans’

sporty look took shape in higher necklines, mesh details, and a baseball top with feminine floral print. Many brands took a hard look at graphic tops and played with the fabric textures, length, and embellishment details to make them even better. Volcom elevated its printables with better fabrications and wash treatments including a loose knit poly/cotton jersey with a wornin all over mineral wash, and a poly/rayon with a pretty drape for feminine silhouettes. “These are offering more in fashion silhouettes while remaining basic to the consumer,” said Kristy Michaels, women’s design director for Volcom. All of the above pair easily with printed flares, joggers in more prints and washes, and fuller beach pants. Sea Gypsies by …Lost puts their own spin on the printed bells by adding lace-up detail and a roll-down waist that can we worn low-slung or unfolded as high rise. In a close tie with rompers and dresses, denim was a must-have fabric for Spring 2016 with some brands dabbling in 1970s-inspired silhouettes. Beach Riot’s new apparel line is stretching denim into non-traditional styles, for example a leather dress and romper will be reworked into denim. “We think taking silhouettes that are usually only found in other fabrics and making them in denim

is really where it’s at for denim right now,” said Hanriot. Burton employed “denim like” fabrics in new styles, such as an indigo mini herringbone capsule of button-up shirts, jackets and pants and a denim look in a hokkaido indigo discharge print. Element Eden has a new jacket in lightweight chambray fabrication that is a new twist on the moto silhouette. Vans’ top destroyed mini short will continue for 2016, with the addition of a clean-hem, high-rise short, and a rolled-cuff boyfriend short. Patagonia innovates with a nod to the environment with its new denim shorts and a denim jacket made with 100% organic cotton paired with Coolmax T400 polyester, Fair Trade Certified sewing, and a new low impact dye process.

Trends at a Glance

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MEN’S Stretch Wovens: Following the stretch shorts and stretch jeans party, look out for more subtle stretch in woven button-downs that offer flexibility with the classic rigid appearance. Textured Fabrics and Worn Washes. Relaxed slim cut pocket T-shirts and sweaters gain more personality through textured fabrics, special knits, worn-in washes, and fine details. Hats and Backpacks: No surprise that hats and backpacks will lead the accessories wall. Six-panel hats and bucket hats pepper in newness to the standard five-panel snapbacks and trucker hats. Weekender travel bags, everyday backpacks with interior organizational features (gadget storage and accessibility is always key), and clean, stylish exteriors are the best of the bags.

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WOMEN’S Rompers. It’s so ridiculously easy, you’d think there should be more to it. There won’t be a romper she doesn’t like next season with a plentiful selection of prints, solids, denim, shorts, and pants options that she’ll always wear with a bikini peeking out underneath. Better T-shirts: Next season expect more fashion body options for T-shirts with improved fabrics, novelty silhouettes, and on-trend embellishment details. Denim Beyond Shorts: She’s not hanging up her destroyed denim cut-offs yet, but is still interested in other chambray and lightweight denim apparel options: rolled boyfriend shorts, high-waist shorts, overalls, skinny ankle length jeans, jumpers and shirts that can double as light cover-up.

FEATURED BRANDS: top left: Element

top right: Element

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Buyers:

trend report

Eye of the Buyer

JEN THORPE

JULIE KING

DANA GUERRINA

Owner, Caravan Beach Shop,

General Manager & Buyer,

Women’s Buyer & Manager,

Tofino, BC, Canada

Hansen’s, Encinitas, CA.

Heritage Surf Shop, Margate, NJ

What brands are performing the best in sales?

JK: For both men and women: Billabong, O’Neill, and Rip Curl. DG: O’Neill junior’s and Hurley men’s.

What new brands are gaining traction? JT: Seea has been strong for us with our large female surfer population and tropical travelers. Next year I’m planning on buying into more “resort,” including sunglasses from Raen. JK: Vissla is a new brand gaining a lot of traction. We are also doing well with Salty Crew, Hippy Tree, and Amuse Society. COVA is breaking records in sales. DG: Vissla for men’s and Amuse Society for women’s.

JT: Socks are still driving accessories. I’ll be carrying Richer Poorer this season. In jewelry, the knuckle ring trend is alive and well along with simple shape stud earrings. Towels are also in demand. Pendleton and Mayde are making some beautiful woven Turkish towels.

is new surf accessories such as GoPole, and Surf Ears to let sound in while keeping water out.

WHAT ARE THE TOP ITEMS AND TRENDS CHECKING IN THE STORE RIGHT NOW? JT: House brand crewneck sweatshirts are a big seller. Regular six panel hats, and five panel hats. Wool anything was huge this winter for me. I sold out of wool plaid button-up shirts, blankets, toques, and five panel hats. JK: In men’s we sell a lot of woven tops: Hawaiian, abstract print, any type of a print is selling right now. Walkshorts and boardshorts in shorter 19 to 20 inch lengths are trending. We’re doing well with Vissla. T-shirts are a huge trend— pocket tees, heathered, soft tees, and slimmer cuts. In women’s we’re selling a lot of bikinis, dresses, loose-fit crop tops, and pants. A little bit looser is the theme. It’s all about a comfort look. We’ve been selling all [dress] lengths— maxi, shorter dresses, fit and flare, spaghetti strap, and flowy. Definitely the boho theme is very strong. A lot of the bikini tops are lending themselves to sportswear, including strappy tops and high neck. Sporty styles are trending extremely well.

JK: For men’s, almost any hat sells. We get a lot of requests for Hippy Tree, and felt hats from Brixton. For Coachella, we sold a lot of cowboy straw hats. Stance socks is also very strong. GoPro accessories are still extremely strong and will remain that way for a while. Women-specific trucker hats and Billabong bags have been really strong. DG: The most exciting accessory is a watch that can be linked to your phone, like the Rip Curl GPS and the Nixon Ultratide. This technology is just going to get better and more affordable, and I think it’s really going to take off for holiday and into Spring 2016. A break out category for us

Eye of the Buyer

JT: Our Caravan Shop brand has been my top performer. The trend seems to be leaning toward stores really building their own brand image through customized product.

Which accessories are selling?

DG: Women’s jogger pants and jumpsuits in cotton Modal fabrication feel the best and are in demand by the consumers. Native prints and paisley have always been popular, but solids are making a comeback. A nice solid high-waist wide leg pant with a tight, cropped shirt and a long basic dress are musts this season. As for men’s, I think pocket tees with clean lines and not too much going on are a must. We always love details like an anchor or a Heritage logo.

FEATURED BRANDS: top right: Caravan

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middle: Nixon

bottom: Vissla

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Trend Report

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2016 Sunglasses Trend Report Revamped Retail Strategies & Product Innovation Lead New Landscape Driven By Outdoor Functionality

SUNGLASSES

By Kailee Bradstreet

COMPETITION IS KING It’s still a competitive landscape in eyewear—that hasn’t changed and it’s not going to anytime soon. Almost every brand and retailer we talked to agreed: an overload of “like” styles on the market needs to give way to differentiation or else our industry is in danger of losing its edge. What’s promising is the amount of innovation that’s happening—in part as a result from fierce competition—not only at the product level, but in the way brands and retailers are educating their audience and telling their stories.

“One of the biggest challenges is lack of originality [in the market] and the number of brands fighting for the same dollars,”

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says Electric VP of Product Mike Nelson, who admits feeling pressure from outside industry players like Costa and Maui Jim. Fighting this sea of sameness

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means getting retailers to think beyond their current brand mix, explains Zeal Marketing/Team Manager Mike Lewis. “Action sports retailers historically have been risk takers and trendsetters, but since the bubble, most have been playing it safe,” he says. In addition, forming close partnerships with retailers is crucial to the success of brands as they grasp for additional floor space and ways to move more product. But the rules of the game are changing rapidly as consumers become savvier and more cautious when it comes to spending. Today’s consumer wants it all—brand name at a lower price—and with the Internet at our fingertips, “showrooming” has become second nature. This has put more of the weight back on the shoulders of eyewear brands to provide a strategy that helps everyone grow. As Spy Optics’ Service Manager Casey Gee puts it: “Retailers expect quicker turns with less reliance on deep inventories. This seems to be the No.1 key performance indicator for 2016. Retailers are increasingly relying on suppliers to take the risk of holding inventory. No longer is the strategy ‘one to show, one to go.’”

WHAT’S WORKING Active Ride Shop Accessories Buyer Sara Contreras has seen an uptick in sales for the California shops’ key brands like Spy, Electric, and VonZipper since last year, after transitioning a portion of their stores’ non-branded eyewear cases to brand specific cases. “Currently eight of our stores have the branded cases and I have really seen the impact that these have made,” Contreras said, adding that she hopes to up that number over the next year. Oakley and Ray Ban sales have also picked up for the SoCal retail chain, and Active plans to work with them more closely to continue the momentum. Up and comers RAEN and Wonderland are on pace to grow next year in some storefronts, but in Contreras’ opinion, it’s all about analyzing and leveraging what works in certain regions: “Styles that work in LA don’t always work in the Inland Empire,” she says. “I’ll re-evaluate how our brands in select doors performed in hopes to be able to grow them and expand their door count.” Refined retail strategies are a must to separate your product from the pack, and brands are activating around this sentiment. Otis, the new kid on the block in the North American eyewear game, is elevating its brand experience on both the consumer and retailer level with the appointment of two new retail sales specialists in SoCal and Florida, explains Otis VP of Sales Charlie Anderson. The retail sales specialist, or RSS, acts as the front line for immersive retail training and brand awareness in their territory. After seeing a successful pilot in key regions, Anderson hopes to expand the program in the coming months as a way to continue identifying and leveraging opportunities at the shop level. “We see the customer experience at the point-of-sale as the most important ingredient to our success,” he says. “Having our retail partners embrace and promote our product story is the most effective marketing we can do.” Maui Nix Buyer Paul Hoobler can attest to the brand’s latest efforts. Since implementing the RSS program, the retailer has seen a significant increase in sales, with Otis

FEATURED BRANDS: Left Page: top left: Dragon, Smith, Spy

Right Page top left: Electric, Zeal, Otis

bottom right: Zeal

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Evolving Aesthetics SIZE MATTERS “The oversize trend is fading away,” says Spy Product Director Juliette Koh. Next year’s collections seem to be centered around small tweaks. Raen is adjusting its successful classic frames to speak to a broader audience: “If formally the frame was too big, we have a solution; too masculine, that’s taken care of, too,” says Sales Manager Derek Grauer. SHAPE SHIFT The round lens profile carries through from seasons past with most brands providing some variation of this style, and some going much deeper in their offering. Retro, vintage styles are still trending, and subtle cat eyes or variations of that shape are popping up across the board. On the other hand, Wayfarers and aviators remain staples.

climbing into the top three for eyewear in Maui Nix stores. Smith is also backing retail-training programs for those willing to make the extra effort. Category Manager Joe Snyder says shops that have dedicated the proper amount of floor space and staff education are now seeing it pay off with customer conversion rates. “So many sunglass purchases are driven by at-once desire or heavy online research, so people that are getting full customer service at the point of sale are the ones who are making the purchase,” he says. Even more emphasis is now being placed on developing women’s product—a theme that’s carried over from the past several seasons— and brands like Otis, Electric, and Spy are adding more feminine styles and colors to next year’s collection to cater to this growing audience. Contreras saw an uptick in women’s sales across Active storefronts, and anticipates bringing in more women-specific frames from her top brands across the board. Perhaps an even more pronounced trend has been the active outdoor infusion into the eyewear market, with every brand from Zeal to Electric, Dragon, and Smith honing in on this niche. “What we are seeing right now are sunglasses that are going to endure the rigors of active guests, may that be traveling, hiking, or paddling,” explains Blueline Surf & Paddle Manager Patrick Madsen.

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SUNGLASS SCIENCE The outdoor angle aligns seamlessly with many eyewear companies’ innovation in lens and material technology. Industry vet Smith maintains a fashion-function balance, rolling out three new frames for 2016 that combine refreshed designs and color stories with the company’s Carbonic impact resistant lenses and Evolve Eco material, which keeps frames shatter proof and feather light. Zeal is also building on their lightweight frames constructed of plant-based Z-Resin. The brand is launching its photochromic lens technology, Automatic+, a mainstay in its goggle collection, in next year’s sunglasses. A chemical treatment that reacts to UV radiation to either lighten or darken lenses based on sun conditions, photochromic technology is similar to melanin in your skin. Paired with the brand’s oleophobic coating, which prevents smudges from fingerprints or sweat, and hydrophobic waterrepellant coating, Zeal hopes to have found the perfect recipe for the all-day adventurer. After the success of its H20 Floatable frames over the past several years, Dragon is on a similar path to speak to the outdoor enthusiast. On top of expanding its floatables, the brand will introduce its new XP Cross Performance collection in collaboration with surfer Shane Dorian that features an interchangeable aqua leash system to secure floatable frames and reduce the risk of loss. Similar to other brands in the space, Dragon’s XP lenses are designed to provide “maximum protection from UV,

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REFINED HUES In general, brands are gravitating toward more sophisticated color palettes. Matte frames are a big story for 2016. Spy is introducing a soft matte in several new tortoise color variations like bright purples and greens. Smith is also rolling out red and flecked blue tortoise. Raen is supporting softer pantones, and organizing color collections to speak to what’s most relevant for that season. “This allows our retailers to merchandise color stories and our customers to accessorize with the trends that season,” says Grauer. BACK TO BASICS A resurgence of natural elements, like metal and up-cycled stainless steel, make an appearance from Otis and Zeal.

saltwater, sunblock, and even fish guts,” according to Director of Product Mike Tobia, who touts the collection as perfect for fishing, paddling, and all other water related activities. Smith offers a specific Rx bifocal popular amongst the fishing community, and believes that the prescription eyewear category has a great amount of opportunity moving into the future. Otis, which just launched its Rx program this year through an online partnership with SportRx, will now provide the option of adding Rx to sunglasses upon check out at the brand’s ecommerce platform with all prescriptions fulfilled through SportRx’s SoCal-based lab. Raen also implemented prescription fulfillment on its website this year, which “ushered in a completely new customer base,” says Sales Manager Derek Grauer. Although a driving force for global growth at Arnette, Rx comes with its own set of business challenges separate from the sunglass market, according to Arnette Global Brand Director Joe Freitag. “It’s a completely different kind of business and you have to treat it as such if you want your brand to be successful in that space,” he says. All in all, though, the overarching theme for eyewear—no matter what the niche—remains the same: “Brands that are offering something unique or are providing value to the end user while being great business partners with their retailers are the ones that will continue to keep the category healthy,” says Freitag.

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Trend Report

2016 Swimwear Trend Report Nimble Strategies & Increased Online Sales Give Way to A Race For The Most Innovative Details & Fabrications By Kailee Bradstreet

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SWIM

WORD ON THE STREET: WHEN IT COMES TO SWIMWEAR, THIS CATEGORY IS CALLING THE SHOTS IN TERMS OF INFLUENCING THE REST OF WOMEN’S FASHION. Apparel and accessories are so closely intertwined with what’s happening in swim—and for good reason. Whether it’s a strappy bikini top or a one-piece with eye-catching cut outs, women are searching for a multipurpose piece that can comfortably and functionally double as a layer of her favorite outfit. The surf industry is zeroing in on this even more for 2016, and women’s brands are procuring more attractive “must have” items— not just with swimwear, but cover ups, breezy beach pants, dresses, skirts, hats, bags, and the list goes on: just take a stroll through any wellmerchandised and smartly curated shop these days. The majority of swimwear companies in our space have adapted their production schedules to the new buying cycle norm, which supports a year-round swim business. L*Space and Beach Riot have both introduced mid-Summer injections of fresh product at retail, and RVCA and Volcom note an increased importance in Fall swim delivery. Body Glove continues to leverage family-owned flexibility to provide additional swimwear releases throughout the season with help from short production lead times that don’t force their retail base to write orders too early. “Accounts appreciate our ability to not only fulfill reorders inseason, but also react in-season to

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emerging trends, as we manufacture domestically,” says Hurley Women’s Senior Designer Tanya Corrao. A nimble strategy from many players in the space, combined with the ease of finding the exact suit you’re searching for thanks to an ever-expanding e-commerce business, leaves no room for error in finding the perfect swimsuit. Chances are, if she can’t find what she’s envisioning at a local shop, one or two Google searches later it will be located and purchased in the right size, color, and style. In fact, most brands indicated an opportunity for growth when it comes to online sales. Conversely, this means retailers and brands have to work harder than ever to win business and loyalty by staying educated on what’s trending, and by updating SKUs based on what’s working and what’s not. The overall consensus for the category, however, is that it’s healthier than ever: “The swim market showed growth in a year that was flat or down for other departments,” says Roxy Director of Merchandising Kesha Pomeroy. L*Space and RVCA also saw gains, both grabbing double-digit growth year-over-year from 2014. The same goes for many shops, too. “Our swim category has grown about 85% in the past year,” says Orlando, Florida-based Curl Owner & Buyer Susan Duvall. “We expect to increase our open-to-buy for the next year—how much depends on what the products have to offer.”

FEATURED BRANDS: Left Page: top left: Volcom

bottom left: O’Neil

bottom right: Amuse Society

Right Page: Top Left: Fox

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Eye of the Buyer ALL GROWN UP The swim industry’s offering is going through a metamorphosis for 2016. Sophistication is a key word that we saw used across the board from both shops and manufacturers. “I see a more mature look for colors and prints,” says Spyder Surf Women’s Buyer Allison Hopkins. “Less bright colors and more stone colors like red, emerald, and navy.” Luxury premium fabrics, coupled with simple styles like sleek onepieces, seem to be the future. “Everyone is jumping on the seamless/ luxurious wagon, which is great because the girls love the comfort,” says Duvall. Part of this process is cleaning up fits to make them consistent, providing the right range of coverage, and adding highend base fabrics. “We changed our base fabric to a better quality which gives the line an altogether more sophisticated feel,” says RVCA Women’s Design Director Anya Violet. Emerging brand Amuse Society also plans to continue with the success of its double layer construction. Body Glove, Roxy, and L*Space are upping their one-piece game for 2016, which appears to be an area that most brands and retailers are targeting as a major growth opportunity. From a similar standpoint, Amuse Society, along with veterans like Hurley, Body Glove, and Fox are pushing more heavily into the wetsuit, spring suit, and rash guard category. “We are really excited about our take on the rash guard,” says Amuse Society Co-founders Mandy Fry and Summer Rapp. “We wanted to build a few core items that you could surf in or stand up paddle board in, all the while standing out and feeling sexy.” THE DEVIL’S IN THE DETAILS Fabrications and innovative materials lead the way for swim’s transition into next year. Fox is rolling out its Race Dry swim capsule, which features fabric treated for increased drying time. “We were really inspired by our Fox consumers’ social media posts, some of which were riding four wheelers on the beach or in the desert while wearing swim,” explains Holly Swope, Fox Women’s senior designer. O’Neill will introduce its new soft microfiber Tactel fabric, and added a Lux Solids collection, which offers fashion silhouettes in new subtle metallic fabric. Body Glove is continuing with its crossover fabric, a fast drying, lighter, and moisture wicking material seen in its expanding array of yoga pants, swim leggings, and paddle suits. Hurley’s Dri Fit carries across the brand’s extensive offering, and will be ramping up more in swimwear specifically in the near future, according to Corrao. As always, expect to see fresh silhouettes and subtle updates to distinguish next year’s collection from season’s past. Trending at the moment is everything from “crochet, embroidery, beads, mesh, you name it,” according to O’Neill Senior Designer Jenna Sufficool. L*Space and O’Neill are banking on wrap tops, while Hurley is pulling together ribbing details, unique trims, and mesh overlays and panels. RVCA and L*Space are honing in on sexy cut outs, and most designers are carrying over some form of strappy detailing from the last few seasons. Color mixing and blocking will also be in full effect. Although a few brands are still going with bright hues, expect to see rich earth tones and soft neutrals. Amuse Society puts it succinctly: “Swim has become as symbolic as denim or the perfect fitting bra,” says Rapp and Fry. “The trends for swim right now are that anything goes. The future is so wide open.”

“The trends for swim right now are that anything goes. The future is so wide open.”

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Buyers: SUSAN DUVALL

ALLISON HOPKINS

Orlando, Florida’s Curl

Hermosa Beach, California’s

Owner/Buyer

Spyder Surf Women’s Buyer

Which brands are moving the best for you in swim?

D: L*Space continues to be our driving force for swim. O’Neill has been performing strong, with Billabong right along side of them. We also sell Maaji really well. We have only stocked a couple styles of Beach Riot and they have done well. Debuting this year was Amuse Society and they have performed. We figured out our niche with them and will continue with those styles—love this brand! H: Rip Curl, L*Space, O’Neill, Boys & Arrows, and Billabong.

What trends are you seeing at the moment?

D: Any attention to detail is really driving sales: high-neck halters and strappy back tops, crochet, and embroidery. Also high-waist bottoms and cheeky bottoms are blowing up for us. I’m a little surprised with this in our market but the ladies are loving it. Mixed prints have been huge, and Billabong and O’Neill have done the best job with this. Stripes mixed with prints have been huge. Really skimpy bottoms are being pushed, but for our customer that is not important. H: I am seeing a much more active look. Most customers are looking for something that is cute yet comfortable. A lot of women like cross backs or over the shoulder; I am seeing a lot

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less interest in triangle tops or any suits that tie around the neck. However, halter high-neck tops are doing very well.

What trends do you see emerging? What’s on your radar moving into this next buying season?

D: More high-waist bottoms and one pieces. I’ve also noticed girls buying matching suits again, and love to either wear them together or to mix and match. This gives them so many choices, which drives volume. H: I think there is going to be a big push for one pieces in the next few buying seasons. I swore I would never wear a one piece but now that they are so cute and can double as a top with a maxi skirt or shorts, I am definitely in.

“ s

Have any new brands caught your eye that you’d like to pull in for next year? D: Boys and Arrows. I looked at them in Miami last year and we were not quite ready but I love the direction they have taken. Also, Frankie’s, Triangl, and Kini, although they have a higher price point than we sell but I’ve heard they are blowing up.

H: We picked up a new line called Siempre Golden and have really fell in love with the brand. I want to take a look at Kaohs next season. I think their designs are very different from what I am seeing out there.

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SWIMWEAR

BOARDSH O RTS

BODY GLOVE / 37

ALPINESTARS / 40

BREATHE / 38

BODY GLOVE / 41

EIDON / 39

EIDON / 42 IMPERIAL MOTION / 43

SUNGLASSES

ACCE S SO RIE S

ARNETTE / 44

ALPINESTARS / 51

DRAGON / 45

RASTACLAT / 52

ELECTRIC / 46

GOPOLE / 53

IVI EYEWEAR / 47

XS COMMERCE / 54

NECTAR / 48

SP GADGETS / 55

OAKLEY / 49

HOBBICO / 56

OTIS / 50

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Inspired by photographers, board shapers, film makers, athletes and artists, the Eidon brand seeks, through surfing, to bring together all individuals who love the ocean and are hungry to discover the world. Live, travel, surf – that’s our credo. It’s something that we express not only through our products but in everything we do.

BARREN COVE – MADISON TOP MSRP: $43.00 Fixed triangle top with removable soft cups and 2-way tie back. BARREN COVE – LOW RIDER BOTTOM MSRP: $36.00 Low Rider bottom, with fabric inserts on each side. Full coverage. PRIMROSE – POPPY TOP MSRP: $55.00 Sporty racer back crop top with removable soft cups and multi strap side details. FLAVORS – STRAPPY ZINNIA BOTTOM MSRP: $29.00 / COLOR: Watermelon, Black Licorice, Sorbet, Guava, Acai and Sea. Low rise cheeky bottom with multi strap side details. Minimal coverage. REVERIE – MADISON TOP MSRP: $43.00 Fixed triangle top with removable soft cups and a 2-way tie back. REVERIE – STRAPPY ZINNIA BOTTOM MSRP: $34.00 Low rise cheeky bottom with multi strap details. Minimal coverage.

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4.BURST BOARDSHORT

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MSRP: $69.95

MSRP: $54.95

COLOR: Black/Aqua, Navy/Coral

COLOR: Navy

COLOR: Black

COLOR: Navy

A fresh update on a board short that became

The Bloom works great in the water but does

Want a performance board short that is

Finally a good pattern board short with great

an instant classic. The Vislon features

it’s best job on land catching the attention

affordable? The lux has all the bells and

coloring. This 4-Way Stretch Board short

4-Way Stretch with IM’s signature Tight and

of everyone around you. This 4-Way Stretch

whistles without the hefty price tag. Offering a

with IM’s signature Tight and Right perfect fit

Right perfect fit waistband. Also features a

Board short also has IM’s signature Tight and

4-Way stretch with laser cut / stretch bonded

waistband. Also features a scalloped hem,

scalloped hem, side zipper pocket, and heat

Right perfect fit waistband. Topped with a

seams, mesh panelling for better water and air

side zipper pocket, and heat transferred logos.

transferred logos.

scalloped hem, side zipper pocket, and heat

flow, and bonded waterproof zipper.

transferred logos.

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S P EC I A L A DV ERTI S I NG S EC TI O N

Arnette Eyewear continues to fuse unconventional NICK WOZNIAK,

design and bold attitude with our 2015 summer

NATIONAL SALES MANAGER

collection. The new line focuses on expanding our

760.479.0175

A.C.E.S. collection featuring interchangeable temples,

NICK@ARNETTE.COM

alongside classic silhouettes in the iconic Arnette style.

WWW.ARNETTE.COM

Create Your Vision.

1. D-STREET

2. SUPPLIER

3. MONIKER

4. HEIST 2.0

MSRP: $99-$129

MSRP: $79-$109

MSRP: $69-$99

MSRP: $79-$109

COLOR: Fuzzy Black/Red Mirror Lens, Gloss

COLOR: Fuzzy Black/Grey Polar Lens,

COLOR: Fuzzy Black/Grey Lens, Gloss Black/

COLOR: Black/Grey Polar Lens, Fuzzy Black/

Black/Grey Lens, Fuzzy Black/Grey Polar Lens,

Havana/Brown Polar Lens, Gloss Black/Grey

Grey Polar Lens, Grey Orange/Grey Gradient

Grey Lens, Fuzzy Havana/Brown Polar Lens,

Gloss Black/Grey Gradient Lens

Lens, Gloss Black/Grey Gradient Lens

Lens, Havana/Brown Polar Lens

Grey Havana/Grey Mirror Lens, Matte Black/

Sometimes you discover more on the journey

Let’s just say, people will show you a little

Elegant and classic, the Moniker is a timeless

Blue Mirror Lens

than at the final destination. The D-Street

more respect when wearing these sunglasses.

design that exudes sophistication. The frame

The Heist 2.0 keeps the same design elements

features lightweight 6-Base lenses, durable

The Supplier features 6-Base lenses for all

features thin stems with a raised Arnette word

of its older brother, the Heist, with an updated

Grilamid frame and interchangeable A.C.E.S.

day wearability and a Grilamid frame for

mark with 6-Base lenses and Grilamid frame

look. This classic wrap frame features 8-Base

temples (Arnette Creative Exchange System).

toughness.

construction.

lenses and a large Grilamid frame.

44 transworldbusiness.com

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S P EC I A L A DV ERTI S I NG S EC TI O N

Dragon is an innovative eyewear brand providing MIKE MONTEMURRO, NATIONAL SALES DIRECTOR

high performance products that enhance your

800.995.0008

visual experience. We are authentic and support

MIKE.MONTEMURRO@DRAGONALLIANCE.COM

a world class team of athletes who help inspire

WWW.DRAGONALLIANCE.COM

product and technology.

1. MARQUIS - H20 COLLECTION

2. THE JAM - H20 COLLECTION

3. MARQUIS - H20 COLLECTION

4. VANTAGE – H20 COLLECTION

COLOR: Matte-Green Ion

COLOR: Matte-Blue Ion

COLOR: Matte-Grey

COLOR: Matte-Plasma Ion

MSRP: $180

New to the H20 Floatable Collection, this

Blending retro sport styling with truly modern

The Marquis H20 is another of the new styles

A big frame that makes a big splash—as part

vintage-inspired, Italian made round-lens

refinements, The Jam emerged as an instant

in the H20 Collection. The Marquis is all about

of our Floatable Collection, the sporty and

design is set off by diamond tail accents

classic to become our most popular frame.

detail, offering versatile, unisex appeal with

stylish Vantage is purpose-built for all types

on the frame front, blending elements that

Now available in an array styles as part of

premium features. The Performance Polar

of aquatic action. Water and dirt repelling

are both classic and casual. It comes with

our H20 Floatable Collection, it is the perfect

lenses provide the best protection from the

lens coatings limit smears and smudges to

Performance Polar lens and lightweight frame

sunglass for all you do in and around the

elements with hydrophobic and oliophobic

keep your view crystal clear. This lightweight

material for a comfortable fit.

water.

coatings that repel salt, dirt, and oils giving

frame is also available with our premium

you the best visual experience possible.

Performance Polar lenses.

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S P EC I A L A DV ERTI S I NG S EC TI O N

Founded in 2000 in California, Electric makes quality products that enhance active lifestyles. By building upon what has stood the test of time, Electric ELECTRIC

reengineers classics. With the recent accolade of “2015

800.958.6556

Sunglass of the Year” by Outside Magazine for the

NASALES@ELECTRICCALIFORNIA.COM

Mudslinger frame and Electric Digital Tide Watches

ELECTRICCALIFORNIA.COM

nominated as “2014 SIMA Accessory Product of the Year”, Electric reinforces the brand statement –“Style that Performs.”

1. MUDSLINGER

2. LEADFOOT

3.OFFICER OW01 WATCH

4.ELECTRIC ED01-DIGITAL T

MSRP: $80

MSRP: $100

MSRP: $125 COLOR:

MSRP:$100

COLOR:Black

COLOR: Black

COLOR:Available in Bright Green,

Winner of the 2015 Outside Magazine Gear

Hit the road with nowhere to go.

Less is more in the field. With a sculpted

Black, White, and Bright Pink.

of the Year Award! This supercharged 8 base

Troubles past,horizons ahead, put the pedal to

minimal case and machined lines,

Never be left guessing again. Thin, light, and

wrap has superior coverage with lightweight

the floor in the Leadfoot.

the Officer Watch gives you exactly what

tough, with it’s simple tide index

construction that gives you the protection you

you need without any of the frills that hold

the ED01-Tide will let you know when it’s

need. Made to keep up with anything your day

you back.

good to go.

throws at it, on the water, in the snow, or along the trails.

46 transworldbusiness.com

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P EC I AA L DV A DV ERTI S I NG S EC TINO N S PSEC IAL ERTI S I NG S EC TI O

Uncharted paths must be explored and if a job is worth doing then it is worth doing correctly. This IVI VISION

type of thinking is the base of our product line. We

888.273.4391

have 2 new premium acetate stories developed in

ROBRAMLOSE@IVIVISION.COM

collaboration with Mazzucchelli1849: Double Horn &

WWW.IVIVISION.COM

Dazzle. Both are exclusive to IVI Vision and feature premium Carl Zeiss Vision sunlenses.

1. LEE

2. BLAKE

3. SEPULVEDA

4. FAYE

MSRP: $190

MSRP: $210

MSRP: $160

MSRP: $180

COLOR: Double Horn / Bronze Polarized

COLOR: Matte Black / Grey Polarized

COLOR: Dazzle / Grey

COLOR: Ivory Fade / Light Blue Gradient

An all acetate frame, Lee is angular shape

The Blake has an iconic lens shape with a

An evolution of our best selling frame with a

The statement piece that demands attention

with an attractive drop bridge, giving it just

unique inner bridge area giving it some

combination of acetate and aluminum, flat top

reminiscent the starlets of Hollywood’s golden

the right amount of style to stand out from

attitude. The frame features premium details

and more attitude.

age. Faye’s oversized round frame matches

the pack.

like textured surfaces and an all acetate

elegantly with the minimal metal temples.

temple tip.

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S P EC I A L A DV ERTI S I NG S EC TI O N

We live the sweet life. Our products and brand relate to walks of all life. Heavily influenced by the

NECTAR

excitement of living, we are on a continuous mission

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to enjoy more. Stay tuned for innovation that has

DYLAN@NECTARSUNGLASSES.COM

never been done before…. At a price that is too good

NECTARSUNGLASSES.COM

to pass up. Do epic shit in sunnies.

1. DOMKE

2. JIVE

3. BARON

4. IPA

MSRP: $28

MSRP: $35

MSRP: $30

MSRP: $25

You’re a charger. You go when nobody else

A good jive has to have spunk. It needs to light

A baron is noble. They command respect of

The IPA brings some loudness to our rounded,

wants it. You want these sunnies.

up a room. It needs to draw people in. It needs

every room they enter. They are confident.

alternative, design. Your hipster friends will

to make people want to get up and go wild.

They are calm. They are collected.

judge you for being too mainstream. Your

Grab a pair and get your jive on.

maintstream friends will judfe you for being too hipster. But the whole time all everyone is going to be wondering where you got your shades.

48 transworldbusiness.com

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P EC I AA L DV A DV ERTI S I NG S EC TINO N S PSEC IAL ERTI S I NG S EC TI O

Oakley is a culture of creators, inventors and idealists obsessed with using design and innovation to create MARTY MATHIESEN

products and experiences that inspire greatness.

949.951.0991

World-class athletes around the globe depend

MMATHIESEN@OAKLEY.COM

on Oakley products to compete at the highest

WWW. OAKLEY.COM

level possible. Oakley’s 2015 Collection offers new milestones in the technology that bridge the gap between style and performance.

1. SURF COLLECTION FROGSKINS

2. KICKBACK (WOMEN’S)

3. BLADE STRAIGHT EDGE

4. AGRO 19

MSRP: $130.00

MSRP: $160.00

MSRP: 64.95

MSRP: $69.95

COLOR: Blue w/Sapphire Iridium

COLOR: Navy Gold Satin w/Black Gray

COLOR:

COLOR: Orange Pop

As a nod to Oakley’s Heritage, this collection

Gradient

The Blade™ Straight-Edge allows for excellent

The Agro 19 four-way stretch fabric allows

is a fresh take on the vintage vibe of our first

A slightly edgier take on the classic aviator

mobility on the waves with stretch fabric and

greater freedom of movement, and quick-

dual-lens shades.

style, Kickback features retro-cool accents,

a scalloped hem. A back welt zip pocket with

dry technology prevents excess water from

full UV protection and a no-slip grip for all day

an interior hook-and-loop closure ensures

weighing you down while sewn inseams

comfort.

secure storage.

deliver maximum durability.

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S P EC I A L A DV ERTI S I NG S EC TI O N

We only make premium eyewear from naturally sourced, distortion-free, scratch resistant mineral glass lenses. CHARLIE ANDERSON

Mineral Glass is created from natural elements like sand

760.806.9283

and soda ash. It’s endlessly recyclable and harmless

CHARLIE@LEISURECOLLECTIVEINC.COM

to humans and animals alike. It’s optical clarity, high

OTISEYEWEAR.COM

resistance to scratching and lack of distortion make mineral glass the world’s best lens material.

1. HEATWAVE

2. MONA

3. MISSING PIECES

4. DIVE BAR

MSRP: $180

MSRP: $180, $230 Polarized

COLOR: A mixed acetate of Velvet Wood with

COLOR: A mixed acetate of Dark Rum Tortoise

COLOR: Coffee Tortoise

COLOR: Matte Black

Black temples

with Black temples

The bold and masculine ‘Missing Pieces’, keeps

Dive Bar is clean, classic, comfortable and

Heatwave’s butterfly bridge and sultry color

An avant-garde vintage, Mona is a modern

things casual yet smart, with classic silver rivet

perfect for men with laid back style.

options ensure this medium-sized frame adds

twist on the feminine cat-eye. She is petite

details. Fits almost any medium sized face.

a lust worthy twist to the feminine, cat-eye

in frame, but bold in personality…not for the

aesthetic.

faint of heart.

50 transworldbusiness.com

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P EC I AA L DV A DV ERTI S I NG S EC TINO N S PSEC IAL ERTI S I NG S EC TI O

Alpinestars’ 2015 Men’s apparel line is a defining point in which speed, style and innovation converge. For GEORGE TRELUT

over 50 years, Alpinestars has meticulously explored

310.891.0222

the balance of function and style, with motorsports as

GTRELUT@ALPINESTARS.COM

our vessel. Paying homage to speed while adhering to

WWW.ALPINESTARS.COM

the design sensibilities of contemporary menswear, the Alpinestars Men’s line is the style of racing, distilled into sophisticated yet casual offerings.

1. LITE BACKPACK

2. WOODRIDGE SNAPBACK

3. LEAGUE ZIP WALLET

4.ROAST BELT

MSRP: $80

MSRP: $26

MSRP: $59

MSRP: $55

COLOR: black/charcoal, black/blue

COLOR: black, blue

COLOR: black

Alpinestars introduces a modern, streamlined,

100% cotton snapback hat with merrowed

100% leather wallet with zip closure, interior

100% reversible leather belt featuring a

lightweight backpack that has rider proven

logo patch and contrast bill.

coin pocket and card slots. Also features a

smooth and rough leather combination. Also

debossed front Alpinestars logo.

features a debossed front Alpinestars logo.

design and construction. Key features include laptop pocket, inner organizer, innovative chest connect system, sternum strap and removable waist strap.

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S P EC I A L A DV ERTI S I NG S EC TI O N

Rastaclat® (rah-stuh-claht): the cloth of the righteous. Rastaclat® is dedicated to the spirit of Spreading ANDY LEE

Positive Vibrations® encouraging individual style, a

424.342.9155

sense of positivity and freedom of expression. We

ANDY@RASTACLAT.COM

strive to build timeless and innovative accessories

WWW.RASTACLAT.COM

inspired by everyday life while embracing all cultures throughout the planet. Wear it loud, wear it proud!

1. CHEX MIX CLASSIC BRACELET

2. CORNFIELD CLASSIC BRACELET

3. HOWLIE CLASSIC BRACELET

4. CONVERGENCE KNOTACLAT BRACELET

MSRP: $13.99

MSRP: $15.99

COLOR: MULTI (MULT)

Life is a checkerboard, and the player opposite

Plain and simple: Plaid is back.

Cause’ when da surf’s good, nobody works!

A human being becomes human not through the casual convergence of certain biological

you is time.

conditions, but through an act of will and love on the part of other people.

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S P EC I A L A DV ERTI S I NG S EC TI O N

GOPOLE

Founded in 2010, GoPole® is the original, leading

800.667.1263

third party GoPro® accessory brand worldwide.

SALES@GOPOLE.COM

The choice for the worlds top athletes and action

GOPOLE.COM

sports filmmakers.

1. EVO – FLOATING EXTENSION POLE

2. BASE – BI-DIRECTIONAL COMPACT

3. SCENELAPSE - 360° TIME-LAPSE DEVICE

4. TRAY - MULTI-CONFIGURATION RIG

MSRP: $49.99

TRIPOD

MSRP: $34.99

MSRP: TBD

Transparent, telescoping & floating! Evo is an

MSRP: $39.99

Scenelapse is a rotating time-lapse device that

Perfect for underwater use or professional

extension pole and floatation device made for

Base is a compact tripod that folds into 6

is used to capture panorama photos & video.

video production. Tray features multiple

GoPro® cameras. When capturing selfies, the

locking positions for use as a tabletop tripod

Scenelapse spins up to 360° in 60 minutes.

attachment points for connecting multiple

transparent design of Evo makes it seemingly

for GoPro® cameras or a support base for

disappear.

GoPole® products.

cameras, mics, lights and other accessories.

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S P EC I A L A DV ERTI S I NG S EC TI O N

XSories enables a fresh visual perspective that complements and enhances the lives of modern nomads. Our collection is comprised of a wide range

XSORIES

of innovative products to store, transport, mount,

442-244-0516

capture and share your world. We support and

INFO@XSORIES.COM

celebrate the human creative spirit. LIVE. CAPTURE. SHARE

1. U-SHOT AND BIG U-SHOT

2. U-FLOAT

3. X-PROJECT WIFI

4. ME-SHOT DELUXE

MSRP: $39.99 & $49.99 respectively

MSRP: $29.99

MSRP: $499.99

MSRP: $49.99

COLOR: 12 Assorted Colors

COLOR: Orange

COLOR: Black/White

COLOR: 6 Assorted Colors

Get yourself in your picture, or take a shot

U-Float is perfect for capturing your story in,

Project HD videos and images up to

Lift your content from cliché to chic and turn

at new and immersive perspectives. All

on or around the water. U-Float will float with

120”/305cm in size. Wireless connectivity:

your Instagram feed into something unique.

aluminium construction with a universal

all brands and models of action-cam mounted

connect wirelessly with other devices within

Reach above the crowds, or turn Me-Shot on

mounting head that pairs with all brands and

to it, and it’s bright colours make it a breeze to

a network or set up your own network to

yourself and friends to capture “that moment”.

models of action-cam. From the mountains to

spot if you drop it too.

connect other devices. Ultra-portable: internal

Pholder 2.0 cradles your device with a gentle

battery for playtime up to 2 hours.

yet secure grip, while XSmart Remote 2.0

the ocean and everywhere in between, U-Shot

keeps your hands as free as your mind.

will make your story even more engaging.

54 transworldbusiness.com

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P EC I AA L DV A DV ERTI S I NG S EC TINO N S PSEC IAL ERTI S I NG S EC TI O

SP Gadgets , based in Newport Beach, California; is SP GADGETS

specialized in high end action-camera accessories.

949.612.7071

Not only specified for GoPro but also for Sony, Ion

CONTACT@SP-GADGETS.COM

and similar cameras, SP Gadgets is the choice of most

WWW.SP-GADGETS.COM

customers in more than 70 countries worldwide.

1. MOUTH MOUNT

2. SECTION POLE SYSTEM

3. SECTION TRIGGER SET (INCL. DIVE BUOY)

4. POV CASE ELITE SURF

MSRP: $34.99

MSRP: $49.99

MSRP: $59.99

MSRP: $34.90

The only 2-component molded mouthpiece

This brand new modular Floating Section

As part of the new Floating Section System,

Organize your film equipment with the POV

mount on the market. It enables you to

System is designed for water action! Both

the Section Trigger enables you to take the

Case Elite. This compact case keeps your

comfortably hold your GoPro camera between

handle and pole will float your camera and you

perfect picture with a steady hand and also

GoPro action-cam set protected at all times.

your teeth but still lets you breathe through

will be able to customize the pole to cater to

transforms into a floating handle. A must have

The limited edition print definitely stands out

the side-airholes and paddle at the same time.

your specific needs.

for all water photographers out there.

from the rest.

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S P EC I A L A DV ERTI S I NG S EC TI O N

Dromida makes R/C easy to afford – and even easier to DROMIDA

enjoy. Our quadcopters and vehicles come with virtually

217.398.8970

everything modelers need to get up and running fast.

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For extreme toughness and right-out-of-the-box

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convenience, nothing beats Dromida!

1. 1/18 SCALE 4WD BRUSHLESS DESERT

2. 1/18 SCALE 4WD BRUSHLESS SHORT

3. DROMIDA 1/18 SCALE 4WD BRUSHLESS

4. DROMIDA 1/18 SCALE 4WD BRUSHLESS

BUGGY – DIDC0055

COURSE TRUCK – DIDC0051

MONSTER TRUCK – DIDC0052

DESERT TRUCK – DIDC0056

MSRP: $169.98

MSRP: $149.97

MSRP: $169.98

Dominate the desert with the speed and style

Built tough for fender-to-fender fun, the

The MT4.18BL is pure monster-mashing

Nothing matches the DT4.18BL for rugged

of the LED-equipped DB4.18BL! Brushless

SC4.18BL is born to bash. Its brushless system

excitement! Factory-assembled and

realism and trailblazing toughness! The built-in

power, LiPo compatibility and waterproof

delivers plenty of power, while the 1/18 scale

impressively equipped, this easy-to-drive

LEDs shine bright in any condition; 4WD ease,

electronics let you enjoy bold Baja action

size is perfect for basement or garage driving.

4WD beast is fully adjustable so you can

brushless power and waterproof electronics

overcome off-road obstacles.

help you tackle tough terrain.

almost anywhere.

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S PSEC IAL ERTI S I NG S EC TI O P EC I AA L DV A DV ERTI S I NG S EC TINO N

5. OMINUS INTENSE PERFORMANCE QUAD

6. OMINUS FPV – DIDE02**

7. KODO MICRO QUAD W/ CAMERA

8. VISTA UAV QUADCOPTER

MSRP: $79.99

MSRP: $199.98

DIDE0005

MSRP: $79.99

Ready-to-fly and nearly impossible to break,

See flight from a new point of view with the

MSRP: $59.99

COLOR: Blue, Green, Red, White

the Ominus is the perfect quadcopter for any

Ominus FPV. The included digital camera is

Whether you want to shoot crystal-clear

Meet the future of flying, the Dromida Vista.

pilot. Get your hands on this fully assembled,

Wi-Fi®-enabled, so you can operate it using

videos and photos or do flips at the touch

This 200 mm quad delivers pure performance

affordably priced and feature-packed model

your smartphone or other mobile device.

of a button, the fully equipped, micro-sized,

and durability out of the box; intense LEDs

super-stable and easy-to-fly KODO is the

make it easy to track, too!

now.

perfect choice!

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058

By Annie Fast

V i s i o n a r i e s

a n d

I n f l u e n c e r s

T H E P E O P L E , T E C H N O L O GY & P R O D U C T S T H AT A R E S H A P I N G T H E FUTURE OF OUR INDUSTRY “ I T RY TO W R I T E A B O U T IT AS PEOPLE EXPLAIN I T TO M E W I T H T H E R E S P E C T T H AT T H I S I S

F e a t u r i n g

THE REAL WORLD AND A R E A L T H I N G T H AT

NY Times’ John Branch

blackyellowmagentacyan

Daniel Thomson

Burton

Bell

E X I S T S T H AT P E O P L E C A R E PA S S I O N AT E LY A B O U T.”

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TWBP-150040-FutureThinkers.indd 6/15/15 3:55 PM PAGE 59

F P

R O

U F

T I

059

VISIONARIES AND INFLUENCERS / JOHN BRANCH

John Branch is a staff writer for the sports department of The New York Times, the esteemed daily newspaper with average circulation exceeding 2 million. He’s been with the Times for 10 years. In that time he’s most notably won a Pulitzer Prize for “Snow Fall,” a multimedia masterpiece documenting the 2012 fatal avalanche at Tunnel Creek (the out-of-bounds backcountry of Steven’s Pass Ski Area); his byline covers a wide range including the “big four” sports, investigative feature writing, and notably Olympic snowboarding. He works from his home office in the Bay area with a somewhat undefined beat, which he summarizes as the “West Coast sports correspondent.”

Te l l i n g

O u r

S t o r i e s

Branch, who does not snowboard but grew up skiing in Colorado, first started covering snowboarding in December 2009 on the brink of one of the most dramatic series of events to play out in snowboarding—Kevin Pearce’s head injury followed by Danny Davis’ ATV accident ahead of the 2010 Vancouver Winter Olympics. Branch’s coverage immediately stood out from the stereotyped, lingo-reliant, parental-point-of-view coverage we had endured from the mainstream press since snowboarding’s first foray into the 1998 winter Olympics. Absent were the Flying Tomato references and “wacky” trick names. Branch’s serious reporting of those accidents and his resulting Olympic coverage instead focused on the skill and the potential consequences, the nuances of progression, insightful athlete profiles, and the lifestyle outside of competition. Branch credits his desire to learn in helping him cover snowboarding authentically. He described the challenge as a tightrope walk between keeping credibility with the people who know the sport, but also explaining it at a level for readers new to the sport. He says, “I try to write about it as people explain it to me with the respect that this is the real world and a real thing that exists that people care passionately about.” He hasn’t found action sports to be particularly hard to penetrate. Branch says, “What I do find is that the people involved are hungry to have people understand what it is that they do beyond their somewhat insular world. And so they’re all very eager to explain it, in my experience. And people just appreciate that I’m willing to take the time to understand the world that they live in.” He’s since published some 50 articles on snowboarding in the Times, helping to elevate the sport and giving everyday people incredibly authentic insight into snowboarding. Like it or not, this connection came about because of the Olympics. Branch explains his Olympic beat, he says: “I’ll know about a year out before the Olympics which sports I’m going to be responsible for covering and then I start keeping my eyes and ears out for interesting stories. There’s some stories you know you’re going to have to do, then you try to go a little deeper and do some that aren’t quite so obvious.” His deeper coverage has included a profile on Greg Bretz’ relationship with his dad, a lift maintenance supervisor at Mammoth Mountain, as well as an in-depth series following Kevin Pearce’s recovery—stories that emotionally connect the audience to our sport in a way that play-by-play event coverage never will. This in-depth understanding of snowboarding is most notable in his 2014 Winter Olympic halfpipe wrap-up story, which wasn’t about the glory of the event, but rather about the ambivalent relationship snowboarding still has with the Olympics and FIS told through a stoke-filled post-Olympic day of freeriding Rosa Khutor resort with Danny Davis and Greg Bretz. A look at snowboarding that you really wouldn’t ever expect an outsider to understand, much less translate to a worldwide audience. Outside of the Olympics, Branch has shown a knack for elevating stories within

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little niches to become big stories on a worldwide scale. Take for example his recent front-page Times coverage of climbers Tommy Caldwell and Kevin Jorgenson’s Yosemite Dawn Wall bid in which Branch was able to shine the spotlight on something that was taking place way off the grid. Branch got a heads up from his sports editor that the pair were embarking on this climb, and says, “So I went on Twitter and saw that Kevin Jorgenson was tweeting, I followed him and within a minute he followed me. And I’m like, ‘Wow, he’s active on Twitter for a guy on the side of a cliff.’ I told him I was interested in talking to him and that I may be coming to Yosemite and doing a story from there ‘if you’re able and willing to talk.’ Within a minute, he’s like, ‘Yeah that’d be great, sure.’ So literally within two minutes I was having a convo with Kevin from the side of Dawn Wall, which tells you something about 2015 for one thing.” Branch’s Dawn Wall coverage took off at the Times influencing TV networks and print outlets around the world. In a recent article in Climbing Magazine, Kevin Jorgenson credits John Branch’s coverage as well as Melissa Block at NPR for launching this story into the mainstream: “They both told the story not from a climbing or sports perspective but from a human engagement perspective. They communicated it from the angle of the dream, the challenge, the struggle, the teamwork, and all of that. It wasn’t hard facts about pitch count, difficulty, gear, rope length—all that trivial, benign stuff. Instead, they successfully conveyed the reason why we all love climbing in a way that wasn’t climbing specific.” Branch’s Dawn Wall coverage appeared on the front page of the Times three times over a two-week period including the initial story, a profile on Caldwell, and the story of their successful climb. This same human interest approach is also what led Branch to dig further into the Tunnel Creek avalanche and eventually led to the Pulitzer Prize winning “Snow Fall” feature piecing together all the details and decisions of that deadly day as well as accurately informing readers on the growing lure and hazards of backcountry skiing and snowboarding. The immersive online article created along with Times graphic designers, web developers, videographers, and photographers set a new high bar for its integration of video, photos, and graphics into long-form feature writing—a template that is now the new norm for multi-media online features. The web story alone accounted for 3.5 million page views in the first six days and the print feature was released as a 14-page special print section. Branch expects to continue covering Olympic snowboarding (next up PyeongChang 2018) and is following the unfolding Olympic skateboarding story from the sidelines for now. His somewhat undefined beat also gives him plenty of time to look for stories outside of the mainstream to develop and tell. Whether it’s through the Olympics or a chance tweet, it’s good to know we’ve got a talented reporter in high places able to share our stories with the world.

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VISIONARIES AND INFLUENCERS / DANIEL THOMSON

By Kailee Bradstreet Photos: Pete Taras

Seven years ago, a 26-year-old Daniel “Tomo” Thomson stumbled across the Fibonacci sequence and started researching it. The more he learned, the more interested he became. After going down the rabbit hole, and through lots of trial-and-error testing, the San Diego-based surfboard shaper realized there was a real connection between the golden ratio, which he uses to shape his boards, and the ocean itself. Many classic board shapes have curves with proportions that match the golden ratio—also known as the divine proportion—which is found in nature; Thomson’s theory is that because both the wave and the board are created from the same, pure formula, that it allows the two to work together seamlessly, as one.

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“ T H E Y A R E A L L F R A C TA L S C A L E S O F T H I S G E O M E T R Y, I T ’ S A C O M M O N T H I N G Y O U C A N F I N D I N A L L A R E A S O F N AT U R E , N O T J U S T W I T H I N S U R F I N G , S O W H Y N O T T R Y T O A P P LY I T ? I T ’ S U S E D I N C R E AT I O N S O W H Y N O T U S E I T T O B E C R E AT I V E ? ”

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Fast forward to today, and the Australian shaper has, in a short period of time, made a name for himself as a progressive craftsman in his trade. His goal is finding ways to reduce drag on the water and increase board speed. Thomson recently discovered the perfect proportions for a bottom contour on his new board, the Evo—a design he describes as producing a “flight-like,” hovering sensation due to the speed and control the board achieves: “The contour really grips and makes it feel like the thing is on four wheels.” The board has also been spotted in the hands of Kelly Slater. The shaper is like a lab scientist, constantly dissecting the best parts of his designs and cross-pollinating to create new prototypes that he then tests on frequent trips to Australia. At the foundation of all he does remains his inspiration—the golden ratio, which forms what has been identified in mathematics as the golden spiral. This application of the Fibonacci sequence has been used to explain the shape of most everything found in nature from nautilus shells, ratios within the human body, the pattern of how tree branches and twigs grow, an ocean wave, and even spiral galaxies: “They are all fractal scales of this geometry,” he says. “It’s a common thing you can find in all areas of nature, not just within surfing, so why not try to apply it? It’s used in creation so why not use it to be creative?” For those who didn’t excel at math, you’re not alone. Thomson, self-admittedly, was never a fan of the subject in school. He is also quick to point out that he doesn’t have all the answers, and that his theory could be interpreted as arbitrary. But he holds strong in the fact that— whether scientifically proven or not—his shaping method has helped push the discussion around progression. And that’s what he finds most inspiring. “Whether it’s all in my head or not I don’t know, but it doesn’t matter because it’s just a source of inspiration for me that allows me to not follow the herd at all,” explains Thomson. “Someone comes out with something new and everyone is on that. I always knew I’m never going to make a breakthrough in my career doing it that way.” Inside a shaping bay at Firewire headquarters, amongst tools and foam, Thomson keeps a notepad and pencil handy at all times, constantly sketching the latest curve he’s working on. Never happy with staying complacent in his craft, he’s taken up studying fluid dynamics, concentric spirals, vortices, and even aircraft technology as it relates to the shape of his boards. All of his shapes can be applied back to different scales of the golden ratio’s universal geometry, and it’s those tiny details that keep Thomson on a steady path of refinement. All of the best surfboard curves, he maintains, have a direct link to spirals. The curve around a rail or found in a rocker, for example, are very “spiral-esque,” he says. “Some are too rounded; they don’t accelerate the water properly, they drag too much,” he explains. “The littlest things can change the efficiency of a curve.” When asked if he thinks the industry has accepted his work, Thomson says it depends on who you talk to. While breaking through to the world of professional contests is an entirely separate pursuit that requires a very formulaic and almost conservative approach, the shaper says his boards are resonating with surfers on a different level. “My surfboards have a better experience in the ocean, more

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free and pure,” he says. “I think most people understand that and the feedback is good. I get so much feedback. It changed my whole view on surfing.” He acknowledges his theories are only scratching the surface of what’s readily available and at his fingertips working with a company like Firewire, which has some of the most progressive technology the industry has to offer. For professional surfer Slater, who recently became a majority owner in the company, it’s this type of innovation that he believes will help elevate surfing to the next level. But because of the close-knit nature of the surf community, coming up with fresh ideas often presents a challenge. Thomson explains he is not being egotistical by not paying attention to others’ shapes, but instead is just striving to get to a higher level, free from outside influence. “I even go as far as not to follow certain people on Instagram because I don’t want it burning that imprint into my brain,” he says. “It’s just more satisfying creating your own and not doing something that someone has done before. It just feels better.” Although he’s only one person helping to lead the charge for different types of surfboard shapes, Thomson believes if more attention was dedicated to this it could lead to drastically more creative boards in the near future. “You think about it, and the whole industry has been on these pointy-nose, squashed out boards, all trying to outdo each other. There are hundreds of surfers and shapers around the world trying to outdo each other,” says Thomson. “Imagine if the rules changed and everyone was like ‘you have to shape this kind of board now.’ If that amount of focus and energy is put into something, it can be taken far beyond where we are right now.” Thomson views creativity much like that of the fractal that’s become synonymous with his shapes. While it’s easy to get caught up in a vicious cycle of analyzing what’s already out there, in many ways that sets us up to be limited and puts a ceiling on what we believe we can do.“If you don’t think along those lines, and just keep evolving and focusing on the product in front of you, then it’s endless. It’s infinite in a sense,” he says. “Boards can always evolve and get better. In a hundred years time, how different are things going to be? Why couldn’t they be completely different?”

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G H T

F I B O N AC C I S EQ U E N C E / Described as early as 200 BC in Indian mathematics, in connection with the study of the rhythmic structure in Sanskrit poetry, the Fibonacci sequence is an integer sequence that was named after Italian mathematician Fibonacci. His book Liber Abaci introduced the theory to Western Europe mathematics in 1202. G O L D E N R AT I O / Also known as the divine proportion, the golden ratio is linked very closely with the Fibonacci sequence. Like Pi, the numbers for the golden ratio, approximately 1.618, continue on forever without repeating. The ratio explains many looping or infinite patterns found in nature. G O L D E N R EC TA N G L E / A rectangle for which the ratio between its length and width is the golden ratio. The rectangle can then be partitioned into a square and a similar rectangle, and that rectangle can then be split in the same way. Thomson bases the proportions of his boards on similar golden rectangle outlines he creates. G O L D E N S P I R A L / In geometry, the golden spiral is a spiral with a growth factor that equals the golden ratio. The spiral forms by connecting the corners of the squares within the golden rectangle by quarter-circle arcs. Confused? Check out the visual to get a better picture. When shaping, Thomson refers to the curve of a board as a segment of the golden spiral. F R AC TA L / A never-ending, infinitely complex pattern, that is self-similar across different scales. They are created by repeating a simple process over and over in an ongoing feedback loop.

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VISIONARIES AND INFLUENCERS / BURTON

Burton’s 38-year history dates back to the beginnings of a sport and the birth of a counterculture. Inspired by winter, Burton was instrumental in creating what we now know the sport to be, bringing together a grassroots community of snowboarding ambassadors and activists. Now, Burton’s efforts address something larger that has brought the snowboarding company full-circle, back to the basics of activism, and speaking to a different kind of counterculture—that of business seeking sustainability for

By Kelsey Smith Photos: Burton

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As climate change and the effects of rising temperatures and sporadic weather patterns –seen by record snowfall on one coast, and droughts on the other—have threatened our normal, some call attention to economic soft spots, greater than just shorter winters. So Burton looks ahead—15 years to be exact—to get ahead of the issue, helping to create a new counterculture, mitigating impact, and speaking on behalf of the Earth, on behalf of winter. “You underestimate the company culture needed to make a shift towards something like sustainability,” explains Carpenter. So Burton brought Ali Kennedy, now director of global sustainability for the company, to the forefront, facilitating a restructure in hopes of becoming truly a sustainable business. From factory auditing to create more efficiencies and certified practices, to employee programs dedicated to environmental ethics in the work place, Burton has “become a culture for sustainability,” as Carpenter puts it. “It was important to make a cohesive strategy for the whole so, internally, we were able to set real goals so everyone knew ‘OK, we’re going in this direction,” explains Carpenter. “Now the whole company rallies behind this mentality. They don’t say ‘Oh no, here comes Ali and sustainability,’ they see it as a partnership.” The internal efforts mirrored their external partnerships with organizations like BICEP (Business for Innovative Climate and Energy Policy, a.k.a. the Green Business Coalition), Forum for the Future, and Bluesign. The partnership with Forum for the Future encouraged Burton to think long-term, stepping back to evaluate product 15 years from now; thinking about “global megatrends affecting our industry,” as Carpenter explains, “like global climate change, resource scarcity, and the sharing economy. People sometimes become afraid of the future, especially with global climate change. But we ran through all these scenarios and it made us realize that we’re selling a lot more than a product. We are selling an experience, a life style.” In 2013, Burton joined BICEP. Alongside other large U.S. corporations, like Nike, Levi Strauss, V.F. Corp, Clif Bar, Ebay, and Ben & Jerry’s, Burton signed a declaration, voluntarily changing business behaviors in hopes to mitigate impact on the environment, all the while lobbying for stronger energy and climate regulation with the U.S. Congress. Through BICEP collaborations, Burton was introduced to lifecycle assessment, a new wave of engineering products to withstand the test of time. “We call it future proofing,” explains Kennedy. “You’re evaluating everything from raw material extraction from the

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ground, to transport, to manufacturing, use, and finally, end of life. We’re able to find the highest impact areas of our product; if you attack the highest impact area, it’s going to be better for you in the long run.” The Higg index, a lifecycle assessment standard used to measure and evaluate environmental performance of a product across the supply chain, currently only deals with apparel and footwear. Burton is pioneering a version of the Higg index for snowboards. Earlier this winter we sat down with Donna Carpenter and Ali Kennedy to understand the crux of their mission, and what the future holds for climate change legislation.

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HOW DID THE RELATIONSHIP WITH BICEP BEGIN? D: We didn’t really get involved in activism in the first few years. We felt like we couldn’t be hypocrites and we needed to put our own house in order before we could take that step. We spent the last two years auditing our factories and making sure we aren’t using restricted chemicals. That was really step one, which was really important for us. We are in the second year of a three-year plan and I think we’ve exceeded the three-year goals in year two, so we’re in good shape. A: With BICEP, it was a no brainer. We learned early on, that you can do everything possible in your own house, but the most important thing you can do is policy for something as large as climate change. We need a global agreement on standards. Its great brands coming in together to say ‘climate change is bad for business’. D: Especially for agricultural brands like Kellogg’s, or Coke and Pepsi who are water-based. These brands back strong evidence that if we keep going the way we are, agriculture is going to become more difficult. We are already experiencing it. Ali is right, cleaning our own house will only take us so far, and at this point, that’s not enough.

Ali Kennedy, Director of Global Sustainability Donna Carpenter, President and Owner of Burton Snowboards

WHAT DOES IT MEAN FOR BURTON TO BE THE AMBASSADOR OF SNOWBOARDING AND OUTDOOR SPORTS IN THE BICEP COALITION? A: For us, there are two action points when addressing climate change. 1. The first is lobbying. Both Donna and I have gone to D.C. twice. I’ve gone with BICEP, sitting alongside big brands like Ikea, to talk directly with senators. 2. The second point is our impact on young people. That’s what excites me most. Because a lot of young people don’t read traditional news sources anymore, we’re educating and inspiring them in non-traditional ways. We can help people learn about what’s really going on and inspire action, similar to the ‘Phone It In’ campaign started by Protect Our Winters. HOW DOES THE FUTURE LOOK WITH CLIMATE CHANGE LOBBYING AND WHAT DO YOU HOPE FOR? D: We signed the BICEP declaration and we continue to lobby with them. I always say we’re the canary in the coalmine. As snowboarders, we are seeing the economic damage firsthand of climate change in these mountain towns. We’re not just talking about the future; we’re talking about what’s happening right now. A: The U.N. Climate Change Conference in Paris this Fall is going to be a turning point. We’re moving toward a crisis point right now with climate if all of the world’s nations don’t agree to greenhouse gas emission reductions at the UN Climate Conference. To get to where we need to be, this must be a team effort. Past global talks failed because certain key polluters, including the U.S and China, wouldn’t agree to reductions and thus everything pretty much fell apart. Now that Obama and President Xi Jinping of China set the stage in November with an ambitious joint accord on reductions, we’re all hoping that Paris will be the key turning point. If negotiations fall apart in Paris, I’m certainly afraid for the health of future generations on this planet. CAN YOU EXPAND ON THE ACTIONABLE WORK YOU’VE BEEN DOING WITH BICEP? HOW ARE YOU COLLABORATING? A: We’re doing a lot of collaboration with other BICEP companies. We’ve been working with Seventh Generation. They have a guy who has been coming to Burton and spending hours with our engineers, training them on lifecycle assessment. I think we are the only company in the ski and snowboard industry using lifecycle assessment for equipment. For lifecycle assessment, you’re evaluating everything from raw material extraction from the ground, to transport, to manufacturing, use, and finally, end of life. You’re putting in all of those details about your product, so you know where your highest area of impact is, and how to combat that. D: The outdoor industry association did this for soft goods. They put together the sustainability coalition and they came up with this lifecycle assessment called the Higg index for soft goods, and we’re pioneering it for equipment. Its been used for footwear and apparel and we’re now using it for snowboards.

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WHAT IS FORUM FOR THE FUTURE? HOW IS BURTON INVOLVED? D: Through sustainability, you start to think about real, long-term sustainability. I think people get afraid of the future, especially with global climate change. We’re talking about more extreme weather, less snow, and warmer temperatures; all those things can paralyze you. So we started working with Forum for the Future, a non-profit, to look at global megatrends that are affecting our industry—like global climate change, resource scarcity, and the sharing economy. We, as a company, had never done that. We had never taken a step back to look at the global megatrends that will be affecting us ten years from now, and what the company will look like ten or fifteen years down the road. It was a great exercise. We ran through all these scenarios and it made us realize that we’re selling a lot more than a product. We are selling an experience, a life style. How that is delivered to the customer might look different several years from now, but we should be the ones doing it. THAT’S AMAZING. DO YOU PLAN TO CONTINUE WORKING WITH THEM? D: Yes, that’s part of our innovation. We call it ‘future proofing’ our innovation. When our engineers come up with an idea, we can say ‘Ok, lets run it through our Forum for the Future scenario’ and see what that product looks like in ten or fifteen years. Does it address any of theses global megatrends? Does it go against of these trends? That way you can future proof it. A: I think every company falls into that category of thinking short-term, so I think it’s great for us so far, even though we’re only just getting into it. Its future proofing, but its also thinking about what opportunities are out there that we might have missed. Whether it’s the sustainability related opportunities like resource scarcity, or urbanization, or population shifts. D: It makes you go from seeing the obstacles to seeing the opportunities. A: I think it makes the future less scary.

“ W E H AV E A S P O R T T O A D V O C AT E F O R T H AT ’ S B I G G E R T H A N W E A R E . T H AT ’ S W H AT I WA N T T O P R E S E R V E .”

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VISIONARIES AND INFLUENCERS / BELL HELMETS

Inside its 100,000-square-foot facility in Santa Cruz, California, Bell Helmets is sitting on some of the most state of the art testing equipment the industry has to offer. In March, the company rolled out its new technology in the Moto-9 Flex helmet—a product concept that hasn’t been explored until now. The very limited run of 2,000 helmets to select dealers sold out immediately, a testament that their new idea was resonating. For a company that invented the first modern motorcycle helmet back in 1954, it’s evident Bell hasn’t held back when it comes to innovating and evolving its product for the future.

By Kailee Bradstreet Photos: Bell

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Te c h n o l o g y “ T H I S C U STO M F I T P RO G RA M I S A L I T T L E B I T O F A T E S T O F W H AT ’ S T O COME, AND IF PEOPLE ARE WILLING T O PAY E X T R A T O M A N U FA C T U R E I N T H E U. S .”

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Bell R&D Team; Mike Lowe, Alex Szela, Rich Leonetti, Ken Baker, Chris Sackett, Allen Bischofberger, Aaron Torres Photo: Josh Sawyer

The Flex technology stands out from what’s currently on the market, primarily due to its ability to protect riders from both high and low impact crashes. The motorcycle helmet industry has standards they must meet, which are set up to test head protection, or energy management, in a catastrophic, high-speed accident, explains Bell Business Unit Manager Chris Sackett, who leads the brand’s 28-person R&D and marketing department. “But they’re not testing for a slow-speed tip over, or a mid-speed crash. What happens on a crash like that is you end up more concussed than you should because the helmet is designed just to handle the high speed impacts.” Bell’s design and engineering team actually stumbled upon the recipe for its Flex technology—a combination of three different materials layered into the inner lining— while searching for a solution to a better fitting helmet. Last year, the brand softlaunched its custom head scanning technology to a select audience of athletes and VIPs, and was looking for ways to build it into the existing line of helmets. “We were having a problem with different head proportions, and the last thing we wanted to do was offer three different head shapes for the same model,” explains Mike Lowe, VP of product creation – Bell Powersports. The team began testing out two new materials, Expanded Polyolefin (EPO) and Expanded Polypropylene (EPP), sandwiched in between the Moto-9’s already existent outer EPS layer. The primary function for EPO and EPP: to adapt to different head proportions and absorb low and mid-energy impacts. “We started to see some good results with the low and mid energy testing and it blossomed from there,” says Lowe. The level of innovation is, in large part, credited to Bell’s talented research and development team, who have been working for more than a year to perfect the inner workings of the product. Lowe, who has been at Bell for over two decades, takes pride in what the company has been able to accomplish in its prototype shop with CNC machines, injection molding, and 3d printing at their fingertips. The team was able to test different densities and materials to come up with the best solution for the liner, and after building its own 3d models, the team utilized four drop rigs in its testing lab to find out quickly whether or not those materials met their expectations. “DOT is self-certifying, so theoretically you could just say ‘Oh it passes,’ and send it off to market, but we actually do the testing internally and then send it out to a third party lab to get the final certification,” says Lowe. With the in-house efficiencies Bell has created, it has been able to innovate beyond the current industry standard. It’s also allowed them to move up the production schedule for the Flex and subsequently roll it out to its retailers almost seven months early, according to Sackett: “Normally we launch [product] in January, but this was on a different timeline. We wanted to get it to market as soon as possible.” The technology will naturally carry over into additional product categories under

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Bell’s umbrella, including Giro Snow and Giro Cycling, according to Lowe. As exciting as the Flex tech is for Bell, it’s really just a component of the next phase they’ve been working on. Bell believes custom fit is the future when it comes to moto helmets. Using its proprietary platform, Bell scans heads to get their exact measurement and the offset from standard size helmets, and then machines the foam liner to those unique dimensions, removing all pressure points and allowing the helmet to fit like a glove, even with goggles. “We’ve always known head proportions were different from person to person, but it wasn’t until we started scanning heads that we realized there was huge variance. It makes helmets feel silly that they are just a fixed shape,” says Lowe. With a little more than 2,000 custom helmets on the book, the R&D team has a wealth of knowledge on hand in its data base to cross reference for building future helmets from the ground up. The custom process has also spurred the question of domestic production. Bell only manufactures its high-end custom fit in the States, which retails at an elevated pricepoint. But between its Santa Cruz headquarters and a 820,000-square-foot production and distribution facility in Illinois, the company has the resources to pull its entire manufacturing process to the United States; in fact, the model is already in place for its bicycle helmet division. “This custom fit program is a little bit of a test of what’s to come, and if people are willing to pay extra to manufacture in the U.S.,” Sackett says. “At this point, it’s a lot less than people think because wages around the world are going up pretty fast, and there is a big need for jobs right now.” Currently, there are a handful of Bell reps who are implementing the custom program regionally across the country, but as the brand starts to dial in its data management system and perfect the product, there are plans to expand custom fit and eventually make it available to every Bell helmet dealer who wants it. As it stands now, Bell only sells the custom helmet through its brick and mortar retail locations, and the turnaround time is four to six weeks, but that could change soon: “We could turn it around in a few hours in here if we have all the resources ready,” explains Lowe. “We can have an athlete come in, get scanned, go for a tour, get some lunch, come back, and have a helmet.” For the dedicated team at Bell, it’s primarily about their own commitment to the sports they all participate in. “We have a lot of passionate cyclists, snowboarders, and motorcyclists, and we are just working to make cool products for us and our friends,” says Lowe. “Coincidentally, if it’s good for us, it’s often good for the market.” That model seems to be working, as the business has grown double digits year-over-year since 2010, according to Sackett. “It’s not about fancy paint jobs or the best athletes, it’s about making the product better,” he says. “We’re hell-bent on reducing energy to the head—that’s our number one goal. That’s what drives our business forward.”

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Surfing

POINT BREAKDOWN: cover: 2,000 pts poster: 2,000 pts back cover: 1,000 pts spread: 1,000 pts

Exposure-Meter was created to provide a source of quantitative data that accurately measures the amount of exposure athletes in action sports receive in consumer magazines.

full page: 500 pts 1/2 page: 200 pts 1/4 page: 125 pts < 1/4 page: 100 pts portrait: 100 pts

* Points are awarded based on photos of athletes, broken into two categories: editorial and advertising. * To purchase full Exposure-Meter reports, analysis, and historical trends, drop us a line at business@transworld.net.

21% Surfer

01.

up 2

02.

down 1

03.

down 1

04. up 5

SURF

05.

up 3

06.

down 2

07.

down 2

08.

down 2

09.

down 2

10.

even

11.

even

12.

up 1

13.

down 1

14.

up 35

15.

up 70

15.

down 2

17.

up 4

18.

transworldbusiness.com

up 17

blackyellowmagentacyan

18.

down 3

18.

up 87

DANE REYNOLDS JOHN JOHN FLORENCE KOLOHE ANDINO MICK FANNING JORDY SMITH NOA DEANE JULIAN WILSON GABRIEL MEDINA DUSTY PAYNE ALBEE LAYER SEBASTIAN ZIETZ JAMIE O’BRIEN KELLY SLATER DANE GUDAUSKAS DILLON PERILLO RAMON NAVARRO TAJ BURROW GRIFFIN COLAPINTO STEPHANIE GILMORE YADIN NICOL

17200 15700 13300 10675 10600 9500 8800 8425 8050 6650 5800 5400 5350 5000 4525 4125 4100 4050 4050 4050 0

11300

10700

10800

3375

1700

3500

8800

3425

5350

1300

5800

3400

4850

4800

4525

3125

79% Surfing

0.52 0.47 0.23

7300

2.16 5.24

8900 6000

1.71

5000

1.46 0.5

2700 5350

4.12

0.59 0.1 0.04

200

.32

1000

500

900

3.56

3200

1100

2.68

2950

1650

2400

4050

OFF THE CHARTS 5000

OFF THE CHARTS 2500

2 1

1.45

2000

OFF THE CHARTS 5900

PHOTOGRAPHERS (Print) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

5000 TWBP-150040-SURF_1-066

NAME WILSON BIELMANN MILLER GLASER HAMMONDS TARAS STRUNTZ NOYLE SHIELD MAASSEN

POINTS 26350 15632 9800 8600 6925 6400 6325 6100 5650 5525

LOGO WARS (Print) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

NAME CHANNEL ISLANDS HURLEY VOLCOM RED BULL OAKLEY QUIKSILVER BILLABONG RIP CURL MONSTER ...LOST

POINTS 51 50 43 39 37 37 36 32 28 27

10000

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067

SURF SOCIAL RANKINGS Based on data from Facebook, Instagram, and Twitter

OVERALL REYNOLDS RULES

With a huge month on the ad and edit fronts, including the cover of Surfing, Dane Reynolds unseated John John Florence, who has owned the top spot for the last couple years, edging out the phenom by a solid 1,500 points as we near the year’s halfway point. Mick Fanning climbed five into fourth and Jordy Smith jumped up three to close the top five through May. With a tight grouping amongst the top three, and another huge pack neck-and-neck in the rest of the top ten, this year’s looking really interesting!

LOGO CHANNEL ISLANDS GRABS GOLD Following a three-month stint atop the podium, Hurley saw its lead usurped by Channel Islands, who posted 17 looks in May’s mags to edge out Hurley atop the pack by a single logo as the two brands became the first to crest the 100-point mark in 2015. Volcom managed to break a two-month tie with Red Bull to take sole ownership of the bronze spot as Red Bull and Oakley round out the top five going into the year’s halfway point.

PHOTO WILSON DROPS THE HAMMER Coming into May’s titles, Surfing’s Corey Wilson was already the man to beat thanks to tallying 13k in the first four months of 2015. But after more than doubling his score in May’s titles, Wilson has firmly established himself as the man to beat this year. Fellow Surfing lensman, Brent Bielmann added more than 3k to break 15k, but Wilson’s lead is now more than Scotty Hammonds has shot all year, which has been enough to put him in the top five. That said, we’ll have to give Hammonds Mover of the Month for climbing seven to round out the top five.

AD FANNING COMES FLUSH Coming into the month in a respectable eighth place, Mick Fanning had a huge month on the ad front, jumping six spots thanks to numerous spreads from supporters to land in sixth after five months of mags. Jordy Smith locked in nearly 2k in Ad love in May’s titles, to bring his lead to a fourth straight month, extending it to 1,600 points over Fanning.

EDIT DANE GETS IT DONE

SOCIAL MEDIA DATA POWERED BY

After sitting comfortably in seventh to end the first third of 2015, Dane Reynolds managed to make John John’s stay atop the Edit heap a short one. Reynolds racked up nearly 8k on the month, including a banging Surfing gatefold cover. Kolohe Andino had a big month on the Edit front as well, edging out JJF by 100 points to grab second and make the top three the only surfers to crest the 10k swell on the year.

Hookit tracks and measures athletes’ follower base, growth, and real-time interactions such as likes, comments,

blackyellowmagentacyan

shares, mentions, and retweets across Facebook, Instagram, and Twitter. These rankings reflect new followers, engagement percentages, and total interactions from Jan. 1 - June 1, 2015.

ABOUT HOOKIT Hookit is a data, ranking and insights platform that provides the most comprehensive and exacting solution to help brands project, evaluate and amplify sports marketing return on investment.

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Magazines tabulated

exposure meter

068

TWS Skateboarding

The Skateboard Mag Thrasher

POINT BREAKDOWN: cover: 2,000 pts poster: 2,000 pts back cover: 1,000 pts spread: 1,000 pts

Exposure-Meter was created to provide a source of quantitative data that accurately measures the amount of exposure athletes in action sports receive in consumer magazines.

full page: 500 pts 1/2 page: 200 pts 1/4 page: 125 pts < 1/4 page: 100 pts portrait: 100 pts

01.

even

02.

even

03. up 1

04.

down 1

05.

SKATE

down 2

06.

even

07.

even

08.

even

09.

even

10.

up 15

11.

even

12.

down 2

13.

down 1

14.

up 11

15.

down 2

16.

up 4

17.

even

18.

transworldbusiness.com

down 4

blackyellowmagentacyan

19.

down 4

20.

down 4

CHRIS JOSLIN GUY MARIANO TOREY PUDWILL BRANDON WESTGATE WES KREMER BEN RAYBOURN RYAN SHECKLER NYJAH HUSTON ISHOD WAIR TREVOR COLDEN TONY TRUJILLO CHRIS HASLAM SHANE O’NEILL MATT BERGER AARON HOMOKI GRANT TAYLOR ALEC MAJERUS LOUIE LOPEZ ANTHONY VAN ENGELEN CYRIL JACKSON

26800 17400 16800 16400 15750 15125 13700 12800 12025 12000 11750 11700 11300 11100 10825 9075 8875 8725 8200 8100

46% TSM

31% Thrasher

16800

0.6

13800

0.26

10900

12000

12450

11925

8700

7400

9525

4700

8350

7800

4800

8400

6725

0.61

4175

1.17

OFF THE CHARTS 10000 3600 5900

0.54

4400

0.37 0.27

3300 3200

0.27

5000

0.57

5400

0.73 0.26 1.55 0.41 0.5

2500

7300

3400

3900

6500

1.35 0.32

2700 4100

4900

4125

2725

0.87

4750

6000

0.45

6700

0.22

1500

7300

0.11

800

134

TWBP-150040-SKE_1-068

3 34

PHOTOGRAPHERS (Print) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

NAME CHAMI ATIBA BURNETT RHINO HAMMEKE BROACH SWIFT ZASLAVSKY BARTON BROOK

POINTS 42900 40725 37425 21050 20600 19050 19025 18875 17800 17600

LOGO WARS (Print) 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

NAME NIKE VANS INDEPENDENT DC ADIDAS ETNIES RED BULL THRASHER CONVERSE SPITFIRE

POINTS 112 66 53 48 47 46 45 41 36 31

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069

SKATE SOCIAL RANKINGS Based on data from Facebook, Instagram, and Twitter

OVERALL PUDWILL PODIUMS Despite slow months by Chris Joslin and Guy Mariano, the duo managed to hold onto their spots at the top of the pack, but Torey Pudwill is fast closing in. T-Puds climbed one spot into third, where he now sits just 600 points behind Mariano. Brandon Westgate moved up one to bump Wes Kremer down two into fifth. The rest of the top ten stayed stable, until you get down to tenth, where you find May’s Mover of the Month, Trevor Colden, who covered a 15-spot gap thanks to Nike ads and a cameo by his legs on the cover of The Skateboard Mag.

LOGO NIKE SWOOSHES INTO A LEAGUE OF ITS OWN While they may be pulling out of snowboarding, Nike’s ownership of skateboarding’s top feet is taking the brand to unprecedented exposure this year in the Skate Logo War. With 36 looks in May’s mags, enough to tie them with Converse in ninth on the year, Nike cracked the 100-look mark and has nearly doubled runner up Vans’s tally as we head into 2015’s halfway point. Independent got a one-spot boost with 14 looks to round out top three and bump DC back into fourth, where it sits just one logo ahead of this month’s Mover, adidas, which climbed three to close out the top five after five months.

PHOTO CHAMI LEADING THE CHARGE Over the last few years, Thrasher’s photographers have held a stranglehold on the top spots in the Skate Exposure Photo battle, but thanks to added page counts in TWS and TSM, things are looking a lot different atop the leader board. TWS’s Dave Chami shot nearly 10k in edit in May’s titles to make TSM’s Atiba Jefferson’s stand atop the standings a short one-month affair. Rounding out the top three is Thrasher’s Michael Burnett, who’s just over 5k out of the lead, an entirely bridgeable gap. This leaderboard is one of the most interesting Photo races in recent memory through May and we’re looking forward to seeing how things heat up.

AD COLDEN COMES CORRECT In March’s mags, Chris Joslin jostled the rest of the pack to take a commanding lead that held steady despite a relatively slow April and a flat May, but the pack is closing in. Trevor Colden collected three Nike spreads across all three titles to swoosh up seven spots into second, and bump Shane O’Neill, who had a slow month, back into third. Torey Pudwill jumped three into fourth and Jason Jessee grabbed Mover of the Month status with a 16-spot climb with a steady flow of Brixton and Converse ads.

EDIT PODIUM REMAINS PLACID With a combined total of just 125 points across all three skaters, the podium was a pretty boring place in May’s issues, but the rest of the pack is rapidly closing in, as Brandon Westgate leads the charge. Thanks to a prime spot in The Skateboard Mag’s “One Day In Skateboarding” feature, Westgate racked up over 2k on the month and now sits less than a single page behind Kremer. With less than 2k, or a cover, separating Kremer and Torey Pudwill back in sixth, things are heating up in the coveted Edit race.

blackyellowmagentacyan

SOCIAL MEDIA DATA POWERED BY Hookit tracks and measures athletes’ follower base, growth, and real-time interactions such as likes, comments, shares, mentions, and retweets across Facebook, Instagram, and Twitter. These rankings reflect new followers, engagement percentages, and total interactions from Jan. 1 - June 1, 2015.

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surf summit

070

Surf summit 18 The Top Things We Learned from Surf Summit 18 By: Kailee Bradstreet and Kelsey Smith Photos: Jon Steele

IN THE SPIRIT OF INNOVATION, WE DECIDED TO TAKE A DIFFERENT APPROACH TO OUR COVERAGE OF SURF SUMMIT 18 to provide an overview of insightful points, recurring themes, and the most important messages from the stellar line up of speakers at this year’s event. We hope these takeaways will help initiate a conversation at your company about how to evolve and grow, not just as it applies to your business, but the industry as a whole.

SIMA

1. Tell better stories

“When something cool becomes popular, it becomes uncool. But it’s up to the individual or brand to keep it authentic and relevant,” points out Mike Ness of Social Distortion, paralleling the success of the surf industry to punk rock. To keep authenticity alive, we need to do a better job of telling authentic stories from our world. While this one might seem obvious, it was a recurring theme in almost every presentation at Surf Summit 18.

DANA WHITE, UFC

Dana White emphasized leveraging the athletes and ambassadors to help convey your message in new and different ways, as they do at the UFC. Although not many of our businesses have $1 million and some change to create a commercial like the UFC did to hype its next big fight between Conor McGregor and Jose Aldo, we do have an authentic outlook and creative eye to glean the most interesting tidbits. For example, White suggested putting a mic on athletes during heats: “I bet the conversations and banter they have in the water is really interesting. People want to hear that stuff.” SHAHEEN SADEGHI, PRESIDENT & CEO, LAB HOLDING, LLC, built upon

transworldbusiness.com

this point, acknowledging the surf industry as the original sub-culture, an attribute that sets us apart and makes us special—unlike mass production. When something becomes mass, it

tends to lose its value. “Formulas have no human empathy,” says Sadeghi, “so when a brand gets to the mass level, it’s hard to keep the human factor.” “Surfing invented intrinsic value,” says Sadeghi, and when big “mainstream” companies are trying to find what makes them authentic, we already have cultural currency on lock while they don’t. Leverage social capital and communicate it in a way that not only attracts the right consumer, but also helps you grow in a healthy way. Nick Tran, VP of Integrated Marketing at Stance, identified this in his talk on “listening to your audience.” Communicate your message based on what your consumer wants and needs. By relying on social media as a fluid two-way communication tool, brands can show their commitment to the most dedicated fans.

The underlying question becomes, how are you communicating your authenticity?

SAN JOSE DEL CABO Left Page: Middle: Dana White UFC

Right Page: Top Right: Mike Yapp Google/Youtube’s Zoo

Bottom Right: Bob McKnight CEO/Founder of Quiksilver

071

2. “Think less like marketers and more like inventors.” – Mike Yapp, Google/ YouTube’s ZOO MIKE YAPP, YOUTUBE/GOOGLE’S ZOO

YouTube’s Mike Yapp pointed out that smaller businesses in our space have the power to reinvent, although he admits “reinvention takes balls,” and that often times people trying to reinvent at big companies are at risk of losing their jobs. Still, if we don’t take risks we won’t grow.

“Don’t give people what they want, give them what they need.” Develop “creative ideas that become necessary...”

added Yapp, explaining, “the service you give to a commodity depends on the need of that commodity.” Keep pushing innovation in order to remain an authoritative voice for your niche. This requires us to think outside the box, instead of just recreating the same products over and over again. When we all start conforming and going along with what big business tells us we must do in order to grow, we start losing our uniqueness. Both Shaheen Sadeghi and Social Distortion’s Mike Ness drove this point home. “Punk rock was something inside you, being rebellious, just not being satisfied with what’s going on right now,” said Ness, comparing that to some big cities’ that are being gentrified with cookie-cutter stores like American Apparel and Pottery Barn. “People are afraid to take risks,” he adds, “but anything independent is punk rock.” Innovation is two fold: we need product innovation but also brand innovation in how we interact with the consumer. Yapp got us thinking about the power of mobile tech. Virtual and augmented reality experiences for your consumer can be the next step for e-commerce. Think bigger. He used the example of Renner’s Google Cardboard instore experience. Google Brazil developed Google Cardboard, an interactive 3-D platform that allows the consumer to understand the inspiration behind a collection in real time on the retail floor.

SIMA

3. Get back to the basics BOB MCKNIGHT OF QUIKSILVER

“I’m not a demo, or a barcode, I’m a human being,” Sadeghi says. People want substance in their life, not more stuff. Bob McKnight, CEO and founder of Quiksilver, touched on this in his speech the first night. “We’ve lost the specialness in retail and we need to bring it back.” He believes there is too much “stuff” and some brands’ race to the top has resulted in a race to the bottom in price points. Instead of focusing on pumping out more and more SKU’s, identify the intrinsic value your brand brings and deliver that authentically. Sadeghi backed this up by voicing that it’s not about price anymore, it’s about culture, and that there’s a reversal of roles happening right now: Instead of a consumer culture with a “race to the bottom” like McKnight pointed out, the tide is

turning toward specialty retail, or “the farmer,” who carefully curates stories and experiences around products (think the local artisan at your farmer’s market versus buying a pair of jeans for $7.99 at a fast fashion retailer). Today’s customer is willing to spend more if it means supporting the local vendor, his story, and the unique buying experience. “Culture is the new currency,” Sadeghi says. “It’s not an end-game, but a journey.” This industry was founded on the little guy, and “the little guy can make a big difference,” says Yapp so take risks and tell great stories. “All great products come from small companies,” says Sadeghi. Instead of homogenizing, companies would be smart to use “community, culture, commerce, and consciousness”— as Sadehi puts it— to build their brand.

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Party in the Back

072

Party In The Back Because this business isn’t best experienced behind a desk. Here’s a look at the good times from some of this year’s coolest industry parties and events.

01. Beach Riot launch party for their new apparel collection marked the opening night of Axis in NYC. Here is Beach Riot’s Nicole Hanriot and Kyla Brennan. Photo: Liam McMullen, LMC

IT’S A PARTY

02. Epitome’s Martina McFlyy, Axis Show’s Vanessa Chiu, and Stussy’s Linda Nguyen. Photo: Liam McMullen, LMC 03. Tiger Mist’s Yvette Collis and Co-founder Alana Pallister, with model Sahara Ray rocking Beach Riot x Galore’s limited edition tank. Photo: Liam McMullen, LMC

04. BurtonGirls‚ Katie Wight, Michaela Eichenbaum of Stance, and B4BC’s Liza Tagliati enjoying the show at the Burton U.S. Open closing party. Photo: Dan Chrobak 05. DJ Grandtheft got it started at the closing party of the U.S. Open at Dobson Center in Vail Village. Photo: Dan Chrobak 06. Girl Talk performed in Vail Village during the U.S. Open of Snowboarding bringing a big crowd to town center. Photo: Dan Chrobak 07. DC Snowboarding flew out over 100 global team riders, DC staff, core retailers, and media to Meribel, France in March for L’Invasion, a week of snowboarding, product testing, and of course, partying comme le fracais. Iikka Backstrom, DC team rider, and Mark Weeks from Calgary’s The Source enjoying the aprés scene. Photo: Cyril Muller 08. Meribel’s‚ aprés ski is one of the rowdiest parties you‘ll have the pleasure to witness. The DC team taking full advantage with Mons Roisland, Ryan Tiene, Charles Beckinsale, and Sebbe DeBuck partying with the spring-breakers. Photo: Cyril Muller

09. DC snowboarding marketing director Bobby Meeks with team rider Devun Walsh at the welcoming night of L’Invasion. Photo: Cyril Muller 10. DC team riders Sebbe DeBuck and Ryan Tienetest out their singing skills after a day of snowboarding. Photo: Cyril Muller 11. Burton‚ off-site zone at Denver’s City Hall during SIA hosted the party vibes. Photo: Gabe L’ Heureux 12. Zack Dalton and Oakley Europe’s Lasse Anderson. Photo: Gabe L’Heureux

transworldbusiness.com

13. Let the good times roll . Photo: Gabe L’Heureux

blackyellowmagentacyan

14. Burton’s Ekiah Pickett and Luis Calderin. Photo: Gabe L’Heureux

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073

party in the back

ITâ&#x20AC;&#x2122;S A PARTY

blackyellowmagentacyan

submit your event photos: ksmith@enthusiastnetwork.com

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Party in the Back

074

Party In The Back 01. Brixton’s 10-year anniversary party was held at the Regent in L.A. at the end of May, highlighting the brand’s decade of success and bringing together old and new friends. Photo: Christopher Donez

02. Brixton’s Designer Pete Stoddard and Art Director Jason Lee. Thom Pringle on the side. Photo: Christopher Donez 03. Skateboarder Jason Jessee with Jamie Stone. Photo: Christopher Donez

IT’S A PARTY

04. Otis Eyewear’s VP of Sales and Privateer Co-owner, Charlie Anderson with his lovely wife Maria. Photo: Christopher Donez 05. Surf Ride’s Josh Bernard with Brixton Co-founder Jason Young and Eric Sentianin from Dwindle. Photo: Christopher Donez 06. Scott Mackey of HUF with Tara Washington. Photo: Christopher Donez 07. The Active crew at the Brixton bash! Photo: Christopher Donez

08. This year Vans released their first-ever skateboarding film, Propeller. They held the Propeller premiere at L.A.’s Orpheum Theatre in late April. The premiere brought out friends of Vans, riders, and the public to celebrate. Here Chris Cote interviews Baker Camp’s entourage of Neck Face, Rowan Zorilla, and Dustin Dollin. Photo: Vans 09. Vans rider Dustin Dollin, the man of the night with master lensmen Greg Hunt and Skin Phillips of Adidas. Photo: Vans 10. Volcom’s Jake Smith and Georgie Tanner of Amper Litho. Photo: Vans

11. The Fans were pretty hyped on the night. Photo: Vans 12. Long-time east coast buds, TWS’s David ‘Nook’ Jurusik with Volcom’s BMack. Photo: Vans 13. The Oakley Lowers Pro was a week of surf, sun, and parties in San Clemente, CA. Oakley invited out their #Liveyours winner to the party. Brook Daigneault and her friend Katie Dill pose with professional surfer Sage Erickson, yoga instructor AJ Govoni, and Oakley Women’s Ambassador Christine Donaldson. Photo: Oakley 14. Surf Summit 18 in Cabo San Lucas, Mexico brought together industry leaders for a week of getting back to the basics of surfing. Fernando Aguerre, president of the International Surfing Association (ISA), pool-side. Photo: Steele

transworldbusiness.com

15. Roark Marketing Director Brandy Faber with Aaron Levant, founder of Agenda Tradeshow. Photo: Steele

blackyellowmagentacyan

16. Greg Weisman of Ritholz Levy Sanders Chidekel & Fields, alongside Body Glove’s Shelby Stanger, and Surf Diva Co-owners Izzy and Coco Tihanyi. Photo: Steele 17. The waves in Cabo were seven-12 feet the majority of the week at Surf Summit. No complaints. Photo: Steele

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party in the back

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ITâ&#x20AC;&#x2122;S A PARTY

submit your event photos: ksmith@enthusiastnetwork.com

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SIM-DBLO 13:11:15-06/15/15

Jan. 27 Industry + Intelligence Colorado Convention Center Denver, CO

Jan. 28 - 31 SIA Snow Show & Sourcing Snow Colorado Convention Center Denver, CO

15-SIA-017 Transworld_Spread_1675x105_MECH.indd 15-SIA-017 Transworld_Spread_1675x105_MECH.indd 1 1

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09:13:29 AM__06/09/2015 Ad Insertion

Feb. 1 - 2 On-Snow Demo Copper Mountain Resort, CO

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6/4/15 12:03 6/4/15 12:03 PM PM

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FULLY CUSTOM, LOW MINIMUM HEADWEAR & APPAREL

30-DAY PRODUCTION // FREE FREIGHT // NO SET-UP FEES // UNMATCHED FLEXIBILITY 419.429.7808 PUKKAINC.COM

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W149811-TWBP-150040.pdf

09:13:48__06/09/15 Ad Insertion