It’s time for surf and skate to step up as both sports make their 2020 Summer Olympics debut.
Buzz around the two sports continue to build. It begs the question of whether Orange County’s action sports industry can capitalize on the interest and breathe new life into businesses that have seen better days.
The Boardriders Inc. behemoth—with a stable of brands that include Quiksilver, Billabong, Roxy, DC Shoes, RVCA and Element among others—has much to gain. How each of the brands in the portfolio positions themselves for the games remain to be seen and whether this has a trickle-down effect on product—the fashion side of the business—is just as uncertain given streetwear’s iron clad grip on young consumers. Thus, if anyone stands to gain the most from the Olympics it would seem to be the skate segment. Interest and participation has continued to climb and it’s always been viewed as the more accessible sport—no water required.
