New Brands to Strengthen Action Sports Presence at Outdoor Retailer

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FOR IMMEDIATE RELEASE

New Wave of Brand Offerings to Strengthen Action Sports Presence at

Sold Out Outdoor Retailer Summer Market


SAN JUAN CAPISTRANO, Calif. - April 20, 2011 - Action sports continue rising as a relevant lifestyle in the active outdoor recreation market, as evidenced by a growing presence at the sold out Outdoor Retailer Summer Market 2011.

Coming into Summer Market, Billabong's suite of brands will be exhibiting in Meeting Room 250, which has historically been known as The North Face * room, near the show entrance. Alongside the flagship brand, Billabong will display Element, Nixon, Von Zipper, Sector 9 and Honolua. Long time exhibitor and Billabong brand, DAKINE, will maintain an individual presence on the main floor. (*For 2011, The North Face will have an expanded exhibit on the main floor.)

Billabong joins dozens of long-time action sports show veterans including Reef and Smith, and second-time exhibitor, O'Neill. Surftech and others started showing SUP (stand up paddleboard) hardgoods at the Summer Market about five years ago, before the big swell in that niche began, and beach footwear staples like Olukai, Havaianas and Sanuk have recently made their mark at OR too. Attendees will also see the latest from apparel and accessory brands Hurley, Quiksilver Waterman and Rusty.

O'Neill's 2010 Outdoor Retailer debut was such a success that before the show was even finished, plans were being made for 2011. "We had so many people coming out of the woodwork to tell us that they love our products and were excited that we were here - in fact their attitude was 'It's about time!'" said Marc Prefontaine, marketing manager for O'Neill Wetsuits.

According to Prefontaine, Founder Pat O'Neill was so happy with the value of the show, he demanded the company double their booth footprint for the 2011 Summer Market.

Action sports retailers from around the country match the enthusiasm of participating brands as they make plans to join the industry in August.

In commenting on Outdoor Retailer's potential value to other action sports retailers, ZJ Boarding House Co-owner Mikke Pierson commented, "I think the show really opened my eyes to what is going on in the outdoor world... It really feels like the brands are sticking to their roots while also embracing and investing in technology. The show is huge and the products very diverse, from technical to fashion. The show felt very relevant and the buyers and vendors all seemed very busy. I certainly learned a great deal and I'm very glad I went."

"The enthusiasm and commitment we are seeing from action sports brands and retailers is a welcome addition and infusion to the outdoor product offerings attendees will experience at Summer Market," said Kenji Haroutunian, Outdoor Retailer show director. "Plus, the broad base of qualified retailers who engage with these brands will not only extend distribution, but help differentiate themselves with new active outdoor product. It's a winning combination for sure."

Outdoor Retailer Summer Market begins with the Open Air Demo on August 3, 2011 followed by the expo from August 4-7. For more information, visit www.outdoorretailer.com.

To discuss opportunities for brand involvement or to be added to the OR Summer Market Exhibitor Waiting List, please contact OR National Sales Manager Marisa Nicholson at 949.226.5760 or marisa.nicholson@nielsen.com.

About Outdoor Retailer

Outdoor Retailer (OR) brings together retailers, manufacturers, industry advocates and media to conduct the business of outdoor recreation through tradeshows, product demo events and web-based business solutions. Produced by Nielsen Expositions and based in San Juan Capistrano, California, Outdoor Retailer also provides and promotes retailer education, advocacy, responsibility and critical face-to-face business initiatives within the outdoor industry.

Now celebrating 30 years, Outdoor Retailer (www.outdoorretailer.com) connects approximately 40,000 attendees on a semi-annual basis for its Summer and Winter Market shows, and thousands more through its year-round online resources and platforms.

# # #


MEDIA CONTACTS:

Maura Lansford, SOAR Communications, 801.656.0472 x2(wk), mlansford@soarcomm.com

Chip Smith, SOAR Communications, 801.656.0472 x1(wk) / 801.597.7515(cell), csmith@soarcomm.com

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