Action Sports Retailer
By the ExtremeAthletes staff Photos by Ethan Boyd

Showroom ASR Ramp OP Display

Countless manufactures, distributors and web sites of the action sports World displayed their latest products and technologies to the retail public this past weekend at the Convention Center in San Diego, California. As usually, most of the major players of the industry strutted their latest fashion, arm piece or revolution to their peers. And the parties were endless starting Friday night when Ice-T's All Star rap artist Mark Live rocked the concert in the bay and the five or so parties on Saturday night. Not too mention that the Street Fair was going on all weekend long.

It was business as usually at the big guns: Quicksilver/ Roxy, Billabong, Hurley, O'neill, Realm, Gotcha, and Rusty all had amazing booths and action. OP had the Austin Powers girls dancing freaky in front and FOX had a massive two-story structure. The shoe companies (DC, Etnies, Globe, Reef, Adidas & Vans) all wrote their countless orders and the Reef Girls were stunning as they usually, as they stole hours of attention signing posters in their back-less attire. Smith, Anarchy, Dragon, Mantra, Von Zipper and the rest of the optics all showed the latest in eye wear and Bluetorch.com and Hardcloud.com presented their web capabilities.

The parties were at Flys, Third Rail, Volcom, Porn Star and NDX. They all had something going on. You can imagine yourself! Beverages, girls, back doors and couches?

What does it all mean? That the action sports World is alive and kicking! With a strong future. No need to explain the impact Generation 2000 will have on this industry. Just think of growth, participants, sells, business, millennium and technology.