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The actual industry term is "Action Sports". All the major surf/skate/snow companies attend a twice yearly convention in San Diego called the Action Sports Retail Convention (known as the ASR).
However, internally, most of the companies hate that term. Most of them consider themselves "boardsports companies" or, more frequently, "lifestyle brands", which is an overused term and, in a lot of case, misused.
Volcom is probably the only true lifestyle brand. Quiksilver and Billabong are a close second. While brands like Burton and Rip Curl and O'Neill and others all like to think of themselves as lifestyle brands, they have yet to develop a brand that really transcends their primary product lines (snowboards, wetsuits, etc.)
If you are either thinking about getting into or are already in the business, the bible of the industry is the trade magazine, "Transworld Business". You can check it out at www.twsbiz.com Subscriptions are free for anyone in the industry. |
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