MAGIC's dedicated home for all things action sports, RIDE Unltd. is back with the industry's best brands for its sophomore outing this August. RIDE Unltd. will welcome new skate apparel, footwear and hardware brands including Hurley, Quiksilver, DC Shoes, DVS, Diamond Supply Footwear and Matix. In addition, returning brands from the February 2011 show will include Ambiguous, Analog, DGK, Fly Society, Gravis, Huf, Ipath, LRG, Osiris, Primitive, Stussy, Tum Yeto, World Industries, Zoo York, and more.

The environment at RIDE Unltd. will be enhanced and expanded to include a true street course, designed and constructed by California Skateparks as the centerpiece of the show floor (see attached rendering). The 4,000-sq.-ft. course will be used for brand and team showcases, athlete meet and greets, MAGIC's "Best Line" skate competition in partnership with Maloof Skateboarding, and just hanging out.

"The action sports market is so influential that we believe it is critical to create an environment where they can feel at home," says Chris DeMoulin, MAGIC International President and Executive Vice President of Advanstar's Fashion Group. "MAGIC is a place for community and inspiration, and our commitment is to create a showcase for incredible brands, dynamic buyers and live demonstrations."

RIDE Unltd. has also expanded its partnership with Maloof Skateboarding with "Best Line" retail events in 10 markets this summer. In advance of the August show, MAGIC served as a sponsor of the Maloof Money Cup, the world's greatest skateboarding event and the premiere showcase for amateur and professional skateboarding, in New York City June 4-5, 2011. MAGIC will next partner with The Maloof Money Cup Road Tour and take it to the streets, visiting 10 key skate retailers across the country to host qualifying "Best Line" contests with amateur skaters. The 10 event winners will be flown to MAGIC in Las Vegas to compete along with professional skaters on the show floor in the semi-finals on August 22 and finals August 23.

The Best Line Challenge will visit the following cities throughout the summer: June 11-12 Chicago, IL; June 18-19 Kansas City, KS; June 25-26 Denver, CO; July 2-3 Las Vegas, NV; July 9-10 Sacramento, CA; July 16-17 Vancouver, BC; July 23-24 Salt Lake City, UT; July 30-31 Dallas, TX; August 6-7 Birmingham, AL; and August 13-14 Miami, FL. Visit www.maloofmoneycup.com for more information.

About MAGIC Every August and February, the fashion industry converges in Las Vegas for the most influential event in the business – MAGIC. The August 2011 MAGIC will run from August 22 – 24, 2011. For up-to-date exhibitor listings, seminar scheduling, travel support and registration information please visit www.magiconline.com.

Read more fashion articles from June 2011.