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Retail Action Designers announce action sports showcase

By Press Releases
May 23, 2011 11:33 AM

Press Release:




Newport Beach, California, May 16th, 2011 - Retail Action Designers today announced an event a year in the making with plans for an Inaugural 2011 unveiling and a 2012 campaign that will surprise even the most intense action sports veterans.


As a number of regional action sports shows are moving and shaking to meet a void in the action sports industry, Retail Action Designers is emerging out of the blue with a vision of a business playground for action sports brands that packs a bold punch. The mission of the group of veteran OC event producers and industry veterans is to offer an environment that is as authentic as the market deserves, and they believe they are going to deliver big.


The group’s site plan includes docks for runways, floating water stages for music, action and fashion, 5 additional stages for snow, moto, swim, surf and skate. Real snow, waves, real dirt, real sand and real space all with a b2b and b2c component.


Retail Action Designers (RAD) is scheduled August 17-19, 2011 on over 100 acres in Newport Beach, California. As the inaugural event unfolds, RAD is challenging the industry core to come experience what an action sports show can really aspire to and consider what 2012 and beyond will become. Our goal is to offer an alternative to contrived spaces, expensive booths and difficult logistics.


“We want to give brands a platform to evolve and thrive in an environment that is close to home and that best projects action brands lifestyle. ‘How much more core can you get.” says Laurie DiGiovanni, Executive Producer of the event.


“Action brands are increasingly defined by authenticity, culture, arts, music, media, movies, and sponsored athletes and celebrities, all of which have enormous ability to strengthen a design launch or product campaign when leveraged. We don’t think an event campaign has the same impact in a hotel or convention space as it is a faux environment. Since the closing of ASR, why shouldn’t the industry seek better solutions instead of doing the same thing in other similar locations.” says DiGiovanni.


The group is challenging brands to ask themselves, would they rather hop on a plane or a freeway to go to a fabricated environment or would they rather keep it real and make what will be a few minute drive for many of the industry leaders. The 2 day event is planning an impressive line up of B2B trade, B2C campaigns, concerts, movies, and high action fashion shows, sports demos, and interactive brand campaigns.


“We know there a growing number of options out there, but if they are a lateral move, what’s the point.” says DiGiovanni. RAD is now waiting to see who’s going to get in line first and who is going to share the vision.


For more information, visit www.retailactiondesigners.com.



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