Photo by; Michael Nzungize
Published July 2024
the gathering at project
As consumer interest in skateboarding expands, PROJECT provides a home for brands and retailers to come together and re-imagine the future of skateboarding.
As consumers strive for a more active and community-driven lifestyles, the menswear category is experiencing an increased interest in skate apparel, footwear, and accessories. In a recently released SS25 Market Shifts report, produced by PROJECT's parent brand MMGNET, it cites one of the primary drivers of consumer interest today being tied to characteristics inherent within skate culture. The report explains, “consumers will seek identity-first brands that speak to unique subcultures and create a sense of community and belonging.” Dom Deluca, founder of LA-based skate shop, Brooklyn Projects, illustrates this from a retailer’s perspective, “Consumers…are being drawn to stuff because of a brand's message or history– they want to be part of a movement or a subculture…”
Consumers aren’t the only ones looking to build community, the brands and retailers behind this category are coming together in a more structured way too; Brian Bartiss, Head of Sales at PROJECT shares his perspective, "There's always been interest in working with the skate industry to create something special, bringing together brands, shops and skaters under one roof...It's a perfect time to honor a loyal community and give them a place [at PROJECT] to network and foster new ideas around how to navigate the current state of the business, shaping the future of the industry."
Whether you’re part of the skate community or new to the community, read on for a look at the must-haves you’ll see at PROJECT Las Vegas plus a sneak peek into some of the exciting brands, activations, and experiences happening at the August event.
“we see trends come and go and we continue to carve our own path…creativity that does not require validation, that is the beauty of skateboarding.”
– steve hernandez, director of sales, baker boys distribution
opening up the vaults
When it comes to must-haves within the skate category, our industry insiders say brands are bringing back retro styles. “I notice a lot of things emerging but it’s not really anything new…quite the contrary actually, it’s old things re-emerging for their second, third, and fourth acts. The 90’s nostalgia is still running its course,” shares Steve Hernandez, Director of Sales at Baker Boys Distribution. Dom Deluca echoes Hernandez’s statement, “As far as trending: it’s late 90’s - Y2K and the other side of the coin is Americana workwear… the 'mullet' is cool again.”
At New Balance Numeric, Jason Rothmeyer, the company’s Sales Manager, says the design team is incorporating historic colorways, “our color trends work in conjunction with the larger New Balance brand so usually our palette is inspired by that plus we mix in a lot of classic skate history colorways in the mix.” While at CREATE, the brand’s founder Chris Martinez, is moving his brand into the future; he says that the must-have item at CREATE’s booth will be a, “new technology concept to customize skateboard graphics, grip tape, and wheels.”
PROJECT event at Brooklyn Projects, Los Angeles Photo by; Michael Nzungize
Assortment at Brooklyn Projects, Los Angeles Photo by; Michael Nzungize
comfort: footwear & apparel built for movement
Recently, consumers have shifted to live more versatile, outdoor and comfort driven lifestyles; skate brands fill that niche with comfortable yet stylish apparel and footwear. Jason Rothmeyer, Sales Manager at New Balance Numeric shares, “One of the things that has always made skate shoes so popular is that you don’t actually NEED to skate to wear them. We make amazing baseball cleats at New Balance, but you can’t really walk around in some Ohtani baseball cleats as your everyday chillers. But, you can get some Tiago NM1010’s and be totally comfy, so there’s a LOT of crossover appeal for skate shoes to your non-skate customer.” Chris Martinez, founder of CREATE says their brand is always evolving to make products more comfortable, “Our apparel products are designed for comfort. We’re working on some new functional features designed for a hybrid of skating and fashion. We wear and live in our products everyday.”
Assortment at Brooklyn Projects, Los Angeles Photo by; Michael Nzungize
Assortment at Brooklyn Projects, Los Angeles Photo by; Michael Nzungize
Assortment at Brooklyn Projects, Los Angeles Photo by; Michael Nzungize
skate contests + exclusives drops, and more
Coming up this August, brands and retailers will have the opportunity to connect and get inspired at PROJECT Las Vegas; Brian Bartiss, Head of Sales at PROJECT shares, “Our goal is to get brands and retailers in the same room to connect with colleagues, meet new people, do business and find solutions to help reposition the industry for future growth.” he continues, “As a lifelong skater, it's an honor to help create and be a part of something with the potential to be so pivotal to the industry. Working with brands and skaters that I've looked up to as a kid is a dream come true.”
When it comes to getting inspired, it’s going to be a special season for the skate category, “We have a lot of exciting things planned this year. From parties at the Punk Rock Museum to skate contests; there’s something for everyone,” shares Bartiss. At the 3-day “Skate Park + Trick Competition,” you’ll get to watch pro-skaters perform their favorite tricks for the chance to win up to $1,000 in a Vegas themed build-out. Plus, new activations are constantly being added (check for education + experiences updates here)
The PROJECT team isn’t the only one with surprises in store, Steve Hernandez of Baker Boys Distribution shares, “I don’t want to give too much away but there will be show-specific skateboard decks only available to book during the PROJECT show. It’s been about 6 years since Baker Boys Distribution has attended a tradeshow so we definitely want to make these items feel really special.”
Some of the most useful inspiration comes from the PROJECT community itself. PROJECT's Head of Sales, Brian Bartiss shares his perspective, “My advice to anyone attending PROJECT would be to walk the show and see what other brands are doing. It’s always good to have a pulse on what’s going on within the industry. Also, be open to having honest conversations with brands and retailers. You never know what you can learn or share with others.”
And this season, so many incredible skate brands and retailers will be attending the event including the brands we’ve interviewed plus Nike SB, Adidas Skateboarding, HUF Worldwide, Skullcandy, and many more.
Assortment at Brooklyn Projects, Los Angeles Photo by; Michael Nzungize
Assortment at Brooklyn Projects, Los Angeles Photo by; Michael Nzungize
Register today to connect with the skate community at PROJECT Las Vegas coming up this August 19-21, 2024.
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