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RIDE Unltd to showcase emerging skate apparel brands
Jan '11
MAGIC announces the launch of RIDE Unltd., a new skate event set to debut at MAGIC, this February in Las Vegas. RIDE Unltd. will be the dedicated home for all things skate – showcasing established and emerging skate apparel, footwear and hardware brands.

Maloof Skateboarding LLC, producer of the skateboarding event – Maloof Money Cup, and owner of skate hub has partnered with MAGIC to create a new component for this year's show, focusing on the core skate industry.

Highlights include a pro-am High Ollie Contest and a California Skatepark-designed street course on the Ride Unltd. show floor. On and off-site industry events will be ongoing throughout the three-day event, including a kick-off party at the Palms Casino Resort co-hosted by Thrasher Magazine and skateboarder pro, Paul Rodriguez.

"MAGIC has a strong presence in action sports within the S.L.A.T.E. and STREET Unlimited areas and we are excited to have found the right partner in Maloof to take our commitment in the action sports industry to the next level," says Chris DeMoulin, MAGIC International President and Executive Vice President of Advanstar's Fashion Group.

"As retailers are traveling to fewer shows per year, there is a greater need than ever for brands to have a single home to meet with core partners while developing new relationships with crossover retail. MAGIC provides the perfect environment for skate retailers and offers not just quantity, but quality buyers."

"The folks at MAGIC have recognized the shift in the tradeshow environment and we're excited to partner with them to highlight the skate industry during the February show," said Joe Maloof, president of Maloof Skateboarding and owner of the NBA's Sacramento Kings and the Palms Casino Resort.

"We're excited about RIDE Unltd., the new skate-focused area at MAGIC. Joe Ciaglia designed a great street course for us on the MAGIC show floor that will host a special High Ollie contest. It's really going to be an exciting tradeshow and we hope to see everyone there."

Prior to the February MAGIC show, 15 key skate retailers across the country will host local qualifying contests with amateur skaters. The 15 event winners will be flown to MAGIC in Las Vegas to compete along with 10 professional skaters. The winner must execute the highest Ollie. The first prize is $10,000 cash. Qualifying event host retailers include: Pharmacy Boardshop, Los Angeles, Skateworks, Santa Cruz, Uprise Skateshop, Chicago and MIA Skate Shop, Miami.

With leading action sports and lifestyle brands currently exhibiting with MAGIC, greater expansion into the category makes perfect sense. RIDE Unltd. will be located adjacent to S.L.A.T.E. and brands already on board for the debut include L-R-G, DGK, HUF, The Hundreds, Fly Society, Analog, Gravis, iPath, Obey, Primitive, Diamond, Tumyeto, World Industries and Skull Candy, among others. Exhibitors will showcase their designs to a highly targeted, built-in audience of more than 60,000 visitors from 80 countries.

Every August and February, the fashion industry converges in Las Vegas for the most influential event in the business – MAGIC. Taking place at dual campuses at the Las Vegas Convention Center and the Mandalay Bay Convention Center, the February 2011, MAGIC will run from February 14 – 16, 2011.


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