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Display Boys’ Work for Reebok: Logos, Silver Coating

Irvine-based DB Studios Inc., known as Display Boys, picked up work from Reebok International Ltd.

Display Boys, which does marketing displays, fixtures and other retail items, recently finished up a job for Reebok that included table top signs, shoe risers, window displays, shelves and shoe towers.

The work came to stores in May and with more to follow this summer, according to Display Boys.

The company helped Reebok “revamp its in-store environment and take it a whole new direction,” said John Riley, Display Boys vice president.

The shop “streamlined” Reebok’s look by adding a silver powder coating to its metal displays and using silk screens with the RBK logo, Riley said. All of the work had the same color scheme, he said.

“They wanted to create a collection that captured the RBK brand rather than having a set of jumbled pieces,” Riley said.

Display Boys is known in surf circles for its marketing work and trade show booths. The shop, which was started in 1989, counts several action sports companies as clients, including Anaheim-based Pacific Sunwear of California Inc., Irvine-based Stussy and Costa Mesa-based Volcom Inc.

Display Boys has gone after a new segment,pet care,with work from Nestl & #233; SA’s Purina. The work included renovated pet aisles at Wild Oats Markets for Purina’s Pet Promise brand.

Display Boys, which has 40 workers, has been on the hunt for a new facility for its production and fulfillment operations, which are set to expand.


Surf and Sweat

Huntington Beach-based Quiksilver Inc. is pushing a new line of workout clothes for men.

The garb, called QuiksilverEQPT, includes shirts, shorts, jackets and pants made with synthetic fabrics that wick away sweat and block sun rays, among other things, the company said.

Quiksilver is targeting snowboarders, surfers and wannabes that want something to wear while mountain biking, running or going to the gym, the company said.

The clothes, which sell for $40 to $220, are set to start selling before the holidays at some Quiksilver stores and other retailers.

Meanwhile, Wall Street was happy with Quiksilver’s recent earnings report. The company’s shares got a stock boost the day after the results.

Sales increased 21% to $517 million for the three months ended April 30, mostly because of Quiksilver’s 2005 buy of France’s Skis Rossignol and Cleveland Golf in Huntington Beach.

Quiksilver’s operating profit was $18.7 million in the quarter, down from $54 million a year earlier.

The encouraging news: The company said integration of Rossignol is going well. Analysts said they believe the toughest part of adding Rossignol is behind the company. Quiksilver also has cut costs at the acquired business, the surfwear maker said.

Quiksilver has made a series of changes to improve Rossignol, which was losing money and market share before the buy.

Moves include consolidating the ski maker’s European headquarters, closing some distribution centers and opening a U.S. winter headquarters for Rossignol in Park City, Utah.

Quiksilver also reaffirmed its 2006 revenue target of $2.25 billion to $2.27 billion and its profit goal of about $107 million.


Lages Lands Audio Work

Irvine-based Lages & Associates was hired by Jam Technologies Inc. as its public relations agency.

The OC shop said it plans to help Austin-based Jam, which makes digital audio amplifiers, promote its products, including flat-panel TVs and personal media players.

The work includes media and analyst relations and message and material development.


DGWB’s Dog Work

Santa Ana-based DGWB Advertising & Communications just started a marketing campaign for Wienerschnitzel to try and boost sales.

The work includes English and Spanish TV and radio spots, Internet advertising, merchandising at restaurants, T-shirts and a car antenna topper. Billings for the work weren’t disclosed.

The work was built around 6,000 responses DGWB got from Wienerschnitzel customers in a study about why they eat at the hot dog restaurant, according to Jon Gothold, DGWB partner and executive creative director.

Weinerschnitzel, which has more than 350 restaurants in 12 states and Guam, is part of Newport Beach-based Galardi Group, which also operates The Hamburger Stand and Tastee-Freez LLC.

In past campaigns, DGWB focused on Wienerschnitzel’s chili dogs, since it was the only fast-food restaurant with that offering, the shop said.

The new work promotes the restaurant chain as unique with some of its A-frame shaped buildings and drive-throughs that go through the center of restaurants.

The campaign launched in June throughout the Southwest in English and Spanish. More commercials are set to roll out in the next few months.

DGWB teamed with San Francisco’s Gunshop for animation work.

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