Photo: Danny SpyraOn Saturday, July 24th, Tony Hawk and company took
over the Downtown Disney main plaza.The first ever Downtown Disney Action Sports Weekend took place this past weekend in Anaheim, CA - a stone's throw from the world-famous Disneyland amusement park.

On Saturday, July 24th, Quiksilver presented the Tony Hawk Skate Jam. This skateboarding demo headlined the action sports-themed weekend with a vert demo in the main plaza. Quiksilver brought it's A-Team of skate stars, including Tony Hawk, Lincoln Ueda, Josh Stafford, Jesse Fritsch, Kevin Staab, Lyn-Z Adams-Hawkins and Tom Stober, to perform in front of tens of thousands of fans.
Photo: Danny SpyraCrowds flocked to see Tony Hawk take on the halfpipe

Tony Hawk, perhaps most famous for being the first to successfully land a 900 on vert, was stoked to perform in front of a more-mainstream audience. "I'm really proud that we've come this far and that [skateboarding] is on this scale of appreciation to the public," Hawk said. "I think it shows how far skating has come and that if they're trying to get a more youth culture coming to a place like Disneyland, these are the sports that the kids are gravitating towards."

"Thousands of kids and families travel from all over the world every summer to experience Disneyland Resort," said Mike Matey, V.P. of Quiksilver Marketing. "We enjoyed bringing them a day of action sports and a chance to see Tony Hawk and friends skate at Downtown Disney."

Although Tony Hawk might have been the top bill for the weekend, Downtown Disney hosted a myriad of action sports events over the 3-day event including BMX and street skate demos, live art performances and a sponsorship village. Endemic companies like DC Shoes, Quiksilver, TAVIK and ISIS lined up interactive booths and raffled off prizes for kids of all ages.

Photo: Danny SpyraTAVIK had a rad booth and raffled off a stand-up
paddleboard

"Participating at Downtown Disney's Action Sports Weekend was a great opportunity for ISIS to reach huge crowds in our own backyard," said Ian Foulke, ISIS V.P. of Marketing. "And the crowds loved it!"

TAVIK President Erik Paulsen agreed. "Action sports are growing overall and to get in front of Downtown Disney's audience was just mind-boggling. It's great that Downtown Disney reached out to the action sports community. I don't think having this anywhere else would have worked."

Photo: Danny SpyraAnalise Seltzer and Ian Foulke show off some ISIS
packs
After Downtown Disney's first Action Sports Weekend, the proof is in the pudding...Mickey Mouse knows how to throw down.

- Danny Spyra

Photo: SABRESABRE VP, Chris FrielJudging by this recent Southern California weather, you wouldn't be entirely sure it's Summer. But when the sun comes out, you pretty much only need one thing: sunscreen sunglasses. Enter SABRE.

Founded in 2006, SABRE provides cutting-edge eyewear at uber-reasonable prices. What started out as fashion-forward sunglasses has grown to include snowboarding goggles and even an optical line. Clean yet daring designs and subtle details distinguish SABRE from the rest. I hit up SABRE VP Chris Friel for the inside scoop. Calm the eyes, block the rays...the SABRE way.

- Danny Spyra

BNQT - CAN YOU GIVE US THE LOW DOWN ON HOW SABRE WAS STARTED? ALSO, WHERE DID THE NAME SABRE COME FROM?

Chris - Brooke McGregor, the founder & creative director of SABRE developed the idea for the brand while he was here in the states working for another brand. He teamed up ex-pro surfer & the best looking guy I know personally, Grey Day. I mean seriously, the guy is "easy on the eyes." It's like the kind of good looking you either befriend, or find a reason to hate, ya know? If you see this guy in a bar, rest assured you're not the best looking guy there. I'm talking like borderline ugly; that kind of good looking. To be honest it's mildly offensive. And that's basically how the brand was started.

Photo: SABRENo Control - part of the Fast Times collection
BNQT - SABRE IS BRINGING THE HEAT WITH ITS SUMMER 2010 LINE. CAN YOU TELL US A BIT ABOUT EACH COLLECTION - HIGH TIMES, FAST TIMES & REAL TIMES?

Chris - We decided to break the range into different collections to create some stratification in the line. It helped us to design with intent; meaning focusing on filling voids in the line or capitalizing on a style where we were having success. Basically, Real Times is our version of the basic plain white T shirt. The frames are wearable & classic. Fast Times is quick disposable fashion. We take a lot of risk with this collection as it best embodies SABRE's design ethos. High Times is our premium collection with limited numbers of each style being distributed to our customers. It features the highest quality materials, special detailing and fashion directional styling.

Photo: SABREThe Heartbreaker - MSRP of 105
BNQT - I'M REALLY FEELING THE NEW HEARTBREAKER FRAME. IT'S LIKE A MODERN WAYFARER STYLE WITH INCREDIBLE SUBTLE DETAILING. HOW DID YOU COME UP WITH IT?

Chris - The Heartbreaker has fast become our most anticipated frame to date. Brooke & the design team did a great job re-interpreting a style that has been replicated more times than anyone would like to admit. The interest level has been phenomenal.

Photo: SABRENo Control optical - MSRP of 105

BNQT - NEW TO SUMMER 2010 IS THE OPTICAL LINE. WHAT DO THE NO CONTROL & NUEVO BRING TO THE TABLE?

Chris - An RX offering was something we had kicked around internally for the last year but wanted to wait until the time was right to release it. As the collection grew we received repeated requests for it from our retailers and end users. We decided to pull the trigger and release a small offering for Spring / Summer followed up with 3 more frames launching in Fall / Holiday.

Photo: SABREThe El Gator - Gaga claims it

BNQT - THE EL GATOR SHADES LOOK LIKE SOMETHING OUT OF MAD MAX OR TERMINATOR. WHAT WAS THE INSPIRATION FOR THIS FRAME?

Chris - The El Gator is basically a follow up to the KOZOI, a frame we had a ton of success with last summer. We actually almost dropped it from the collection until all of the fashion publications and blogs picked up on Lil Wayne & Lady GaGa wearing the frame. We literally sold out of the frame overnight and have back orders on it that we still can't fill. It's the most viewed style we have ever had on our site. We get requests for it daily; it's taken on a life of its own.

Photo: SABREThe Easy Rider goggle - MSRP of 110
BNQT - YOU RECENTLY ENTERED THE GOGGLE MARKET. AFTER CHECKING OUT THE EASY RIDER, I'M REALLY IMPRESSED WITH THE FIRST COLLECTION. WHAT KIND OF FEATURES DO YOUR GOGGLES HAVE?

Chris - Our thought was to design and build a frame that looked as SABRE as possible. The goggle market is extremely competitive and most brands do a great job building a functional goggle with little regard of the frame tying back to the look of their collection. We tried to do both, meld our brand vision with function while not taking it too serious. Both the Easy Rider & Acid Rider feature dual polycarbonate scratch resistant anti fog lens & ventilation systems for optical clarity, thermo-polyurethane frame and layered, breathable, hypoallergenic molded face foam for comfort, but the true selling point is the design aesthetic.

Photo: SABREThe Acid Aloha

BNQT - THE ACID ALOHA & CTRL PROVIDE FUNK TO A MORE-CIRCULAR FRAME. DID YOU CHANNEL SOME WARHOL STYLE WHEN DESIGNING THESE SHADES?

Chris - The Acid Aloha was intended to be an answer to all of the small women's frames currently on the market. Think old Hollywood glamour Breakfast at Tiffany's, etc. The CTRL was actually collaboration we did with a really cool brand out of Helsinki Finland by the same name. We saw some synergies between our brands and thought it would be cool way to meld the two creative visions. Their brand vision is similar to ours & I think it showed pretty well in the final product.

Street Beat Archive:

Ryan Hagy with Metal Mulisha

Dustin & Dylan Odbert with ambsn

Chad LaBass with Freestyle

Joey Jorgensen with Analog

Kelly Magrath with DC

Frank Delgadillo with COMUNE

Derek Boucher with Vestal

Steve Van Doren with Vans

John Harbin with West Wetsuits

Ryan Rush with ECO'Neill

Nicole Hanriot with TAVIK Swimwear

Matt Gleason with Liquid Force

Eric Mehlberg with Kustom

Mike Murphy with Fyasko

Ian Foulke with ISIS

Jonathan Paskowitz with Lightning Bolt

Matt Harkins with SPY OPTIC

Chris Brunstetter with Goldcoast Longboards

Damon George with ERGO

Charlie Setzler with Rusty

TAVIK kicks off the summer by teaming up with the Downtown Disney District in Anaheim on its Action Sports Weekend, from Friday, July 23 to Sunday, July 25. For the first time in its history, Downtown Disney will host the action sports community in a collaborative event featuring performances by top skate and BMX athletes. As a part of the event, TAVIK will showcase live skate demonstrations and live art performances.

Alongside TAVIK, leading action sports companies including Quiksilver, DC Shoes, The Board Factory and Coppertone have planned activities to light up the big weekend. On Saturday, July 24 at 6 p.m. a special skateboarding exhibition will showcase Tony and friends in 'Quiksilver Presents The Tony Hawk Skate Jam.' This event will showcase top skateboarders in a jam format and BMX athletes will exhibit on a giant vert ramp located smack in the middle of the Downtown Disney District main plaza. In support of the event, several renowned athletes, such as Lincoln Ueda, Josh Stafford, Jesse Fritsch, Kevin Staab, Lyn-Z Adams-Hawkins and bmx rider Tom Stober, will accompany Quiksilver team rider Tony Hawk in this unique event.

"The energy of Action Sports Weekend will be sensational and we are looking forward to showcasing our action sports retail partners," says Jean Nicassio, Manager of Downtown Disney Initiatives.

Starting Friday morning, guests may enter to win a Stand Up Paddle Board at the TAVIK Kiosk, as well as participate in a "Spin the Wheel" contest for a chance to win a variety of prizes such as tees, hats, posters, magazines, and more.

Admission to all Action Sports Weekend events is free. Downtown Disney District is located at 1580 Disneyland Drive, within walking distance of Disneyland Resort hotels and theme parks. To learn more about TAVIK, please visit www.TAVIK.com.