Aiming to step into the void created by the closure of the Action Sports Retailer (ASR) show last year, MAGIC will unveil a new showcase for skate and surf brands in February, called Ride Unltd. The event is expected to draw 30 to 40 core skateboarding brands this first season, which will be showcased adjacent to the S.L.A.T.E. area of MAGIC.

This story first appeared in the January 13, 2011 issue of WWD. Subscribe Today.

Brands confirmed for Ride Unltd. include LRG, DGK, HUF, The Hundreds, Gravis, Obey and Analog, among others.

MAGIC has partnered with Maloof Skateboarding LLC, a producer of skateboarding events — including the high-profile Maloof Money Cup — and owner of, to create the new show area. Maloof Skateboarding is owned by the Maloof family, which also owns the Palms hotel and casino in Las Vegas, as well as the Sacramento Kings NBA team.

“MAGIC has a strong presence in action sports within the S.L.A.T.E. and Street Unltd. 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,” said Chris DeMoulin, president of MAGIC International.

Maloof Skateboarding will help oversee the construction of a 2,500-square-foot street course on the MAGIC show floor for skateboarding demonstrations, competitions and athlete meet-and-greets. There also will be a “High Ollie” skateboard-jumping competition during the show, at which 15 amateur skaters will compete against 10 professional skaters for a $10,000 cash prize. Top skate retailers across the country are hosting competitions this month to find the skaters, who will win free trips to compete at Ride Unltd.

The events are being promoted by the Board Retailers Association along with MAGIC also has been in discussions with key industry trade groups, including the International Association of Skateboarding Companies and the Surf Industry Manufacturers Association, about the creation and organization of Ride Unltd., said DeMoulin.

Other existing shows that compete for action sports brands include Agenda, SurfExpo, Outdoor Retailer and SnowSports Industries America.

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