Edgier lifestyle brands at ASR Virtue
A new event is to take place at Action Sports Retailer Trade Expo (ASR) in San Diego. Virtue, held across the street from the show, will feature various lifestyle collections inspired by the cultures of mixed martial arts, freestyle motocross, tattoo culture, art and music.
Brands invited to the initial brand lineup for Virtue include, Sullen, Metal Mulisha, Tap Out, Triumph, Throwdown, Punishment, Hitman, Premier Fighter and Sinister.
"The mixed martial arts discipline is one of the fastest growing sports in America right now," explains Andy Tompkins, ASR’s group show director. "We’ve had strong interest from both the exhibitor and retail side to offer a trade event for this emerging market. With Virtue, we can offer buyers a focused look at these edgier styles and give brands the opportunity to make a real impression on retailers."
ASR attracts 18,600 participants including 6,600 buyers and distributors to San Diego each September, and the new event is expected to increase visitor numbers.
