ASR Europe Grows

ASR Europe is back as the essential European action sports show with eager brands who missed last year’s debut lining up returning brands for a spot in this year’s expo. The growth is clearly in the numbers with pre-registration skyrocketing 250 percent for the shows second edition and floor space already laid out 40 percent bigger than the premiere show.

Retailers from over 35 countries are planning on doing their buying and trend resourcing at the July 11-13th edition of ASR Europe in Anglet, France. They are flying in from across Europe, Australia, South America and North America to France’s Southwest coastline, joining an increased presence of French retailers attending as well.

“ASR Europe has exceeded our expectations, from retailer enthusiasm to exhibitor commitments in growing their European business using ASR, says Kevin Flanagan, Show Director for ASR. “The first year showed us that there was a need for a well organized, action sports focused show in Europe, this year it is clear that ASR Europe is the choice to meet Europe’s buying needs.

The increase in floor space can be linked to a high return rate from industry leaders like Quiksilver, Rip Curl, Billabong, Lost, Pukas and O’Neill to ASR Europe. Many of the returning exhibitors found after the first year that they needed more booth space to accommodate their increasing European business and a show floor full of buyers. Companies like Oakley, Globe, Reef, Flojos and Rietveld, are returning to ASR Europe in much larger booth space for the 2nd annual show.

Seeing the success and buzz of ASR Europe’s premiere firsthand, companies like Electric, Oxbow and Mada acknowledge ASR is a show not to be missed for companies looking to grow their European business. “ASR sets the standard for trade shows in the US making it the perfect venue for Electric to communicate our brand message to accounts not only in France and Spain, but all of Europe, says Bruce Beach, Co-President of Electric. Mada is finishing off their brands inaugural year breaking into the European market with ASR Europe following a successful U.S. launch at ASR in San Diego last September. Vinnie De La Pena, co-founder of Mada says, “We are particularly enthusiastic about the response Mada has gotten from Europe, and see ASR Europe as a great platform from which to launch Mada there.”

This year all of the exhibitors will again be under one roof representing a full view of the action sports industry in Europe. The new 10,000M2 floor plan is set up in one contiguous space making it easy to cruise between, surf, skate and street brands. ASR, the place where trends are made, is teaming up with fashion forecasters, Space-Maker to turn out Bloc-Note Active & Street Winter 2006, a trend report available only at ASR Europe.

Unique, high-energy events are one of the things that make every ASR standout from other trade shows and this year’s ASR Europe will keep that tradition alive. The first two nights of the show will finish off in a blaze of exhaust and visual aerial stunts as ASR Europe and Gotcha put on a Freestyle Motocross show, followed by a live rock show featuring ‘The Pookies’. FMX originated in the US over a decade ago, but has lately gained tremendous popularity in Europe. French riders like Manu Troux and Jeremie Lamblin, Briton Chris Broke and Italian Alvaro dal Farra will take turns making their respective countries proud while launching 25-30 meters in the air. Europeans are looking forward to getting inside the history of big-wave surfing on Monday, July 12th with Stacy Peralta’s new film Riding Giants. Premiering at the 2004 Sundance Film Festival, Riding Giants is being praised by the critics, as one of the best surfing documentaries ever filmed.