Agenda Festival

Nearly 15 years ago Agenda founder Aaron Levant entered the action sports trade show industry in L.A. as an offshoot of the now defunct Action Sports Retailer show.

He and his Agenda trade show would later rise to take the place of ASR when that show fizzled and Agenda has since continued to evolve the concept, adding grooming products, a conference element, job fair and more recently a kids section on top of tests in new markets such as New York and Miami. But his most ambitious expansion of the brand was this year’s entry into the festival space that reached beyond the trade and directly to the consumer, mirroring the focus on going direct-to-consumer by so many companies.

Agenda Festival will be back again next year for the January and June iterations of the regular trade show, which remains for the industry. Continuation of Agenda Festival is also symbolic as Agenda celebrates its 15th year in business.

Attendance for the January festival is projected to register an increase of more than 50 percent from the initial event, which saw about 15,000 people come through the Long Beach Convention Center to view more than 500 pop-ups and live performances from Ludacris, A$AP Rocky and Tyler the Creator, among others.

“It’s great timing and signals the change of our business model and the change in direction we’re heading,” Levant told WWD earlier this year in discussing the new format. “Hey, we did the last 15 years doing this one, rigid thing and this is a future pivot for us.”

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