By  on January 6, 2017
Behind the scenes with Gigi Hadid for Reebok's new #PerfectNever campaign

Active Collective is making its way to New York.The active and ath-leisure trade show started as a subcategory for Swim Collective, which is held in Huntington Beach, Calif., about two years ago. But last June it broke out on its own with 100 brands and will show in New York for the first time on Jan. 26 and 27 at the Metropolitan Pavilion."We really wanted to address the New York market," said Roy Turner, senior vice president of Emerald Expositions, which acquired the show last year. "The trend is still taking hold and a lot of our customers were asking us for a couple of ways to expand."Turner said the New York show will feature around 80 vendors including Reebok, Varley, Koral and Alo Yoga, and unlike competing active-focused trade shows that typically appeal to a broader market, Active Collective is targeting the fashion and fitness market. "The core of our business is pretty much athletic wear," said Turner of Emerald Expositions, which also owns Outdoor Retailer, Surf Expo and Interbike.According to Turner, they've decided to not align the show dates with the women's trade show calendar in an attempt to stand out and reach a specific buyer."We are looking for the right buyers to match our vendors," said Turner, who added that buyers from Nordstrom, Bandier and Physique 57 already have registered to attend the New York show. "We also chose the Metropolitan Pavilion because we wanted to create an intimate space."For now the show is dedicated to women's active and ath-leisure along with footwear and accessories, but Turner said he's seeing more men's brands move into the category so the show might address that segment down the line.

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