It’s no secret action sports brands know how to throw a good party. And while holiday seasons of 2008 to 2010 saw a slowing in holiday festivities, some companies are celebrating, and managing to give back to those less fortunate, now that the economy seems to have stablized.
We talked with a handful of action sports companies to find out how they celebrated internally and what they are doing to give back.
VANS
Steve Van Doren, center, visits a Vans store.Vans, which had scaled back on internal holiday parties and donated money to charity in years past, is going big on both this year.
On Monday, the company took the entire office to Park Avenue near its headquarters. It also held a coat drive, at The House of Vans in NYC and a canned food and gift drive for the Orange County Food Bank at its own office where participants entered into a “Van Doren” raffle.
One of the biggest traditions Vans has kept over the years is Steve Van Doren’s annual “Holiday Road Trip.” Steve and trade show director, Bob Provost hit the road every year to pass out swag, Ts, cookies and more to Vans’ store employees as well as some key accounts.
This year, over three days, the crew is hitting more than 25 Vans stores and accounts in Southern California (they’ve visited other regions as well in past years) and are passing out more than 4,000 custom holiday hats and T-shirts as a way to thank all the “on the floor” folks for their year of hard work, especially during the busy holiday season.
PR Director Chris Overholser said the brand sent out T-shirts to all of its Vans stores and invited the employees to a team spirit photo challenge — the most creative team photo will get a night out for dinner with Steve Van Doren in January.
HURLEY
Hurley, which has not hosted a holiday party off its own campus in a few years, is also going bigger this holiday season.
Hurley Employee of the Year Zach Hartley with his winning hot sauce label.
Evan Slater said the brand hosted a holiday bowling party with an ugly sweater contest. He said departments came up with some pretty hilarious and creative bowling team names (Irritable Bowel Syndrome and SPLIT Happens were two of his favorites).
Hurley’s biggest year-end tradition is its “Employee of the Year” Contest.
At the end of the year, anyone nominated for “Employee of the Month” gets to campaign for title of “Employee of the Year.” The shenanigans are reminiscent of high school student elections where participants post flyers saying, “Vote for Me,” and art guys get creative distributing items like bottled hot sauce around the office with their mug shot on the label. The winner takes home a substantial check that Evan said was over $1,000.
Hurley also does a lot of giving for its own foundation called “Living the Dream,” which grants wishes to kids with terminal illnesses. They are also doing an internal toy drive that benefits Children’s Hospital of Orange County.
On page 2, Sole Technology, 686, Quiksilver, La Jolla Group
SOLE TECHNOLOGY
Don Brown at Sole Technology has always been a big fan of celebrating his employees, well, and celebrating in general.
“Don Brown is at the helm working with a team and as you know, Don knows how to have fun,” said Anika Ramirez in public relations. This year, the brand hosts a party at its own HQ, complete with drinks, food, games and plenty of shenanigans.
Santa and Mrs. Claus arriveEtnies’ biggest tradition they have had for the last eight years is its annual holiday festival and shoe donation at the etnies Skatepark of Lake Forest.
The event benefits local underprivileged children in domestic violence shelters, abuse prevention centers, in foster care situations and in low income after school programs.
Santa and Mrs. Claus come out to take photos with the kids, Santa skates around the park, and a variety of etnies pro riders also come out to skate, pass out shoes and hang out with the kids. Since the event started, etnies has donated more than 3,700 pairs of shoes. This year, over 600 kids came out to the event and all received brand new kicks.
“I believe a life is defined not by what you accomplish in life, but by what you give,” said Sole Tech Owner and CEO Pierre-Andre Senizergues. “I’m proud that for eight years Sole Technology has been celebrating the holidays together by giving back to needy children in our area as we also acknowledge the anniversary of the etnies Skatepark of Lake Forest.”
For a video of the event, click here.
686
686 Founder Mike West with the Scion Partner car.According to Kristen Cusic of 686, the brand has been celebrating the holidays and its 20th anniversary of 686 as a brand all month. Besides parties for the launch of their Scion Partner car, the brand held its 19th Annual Black and White Holiday Party with its entire global team a few weeks ago.
On December 9th, the company donated over 400 jackets to needy families and homeless youth across the country for their first annual “Reclaim Project Donation Day.” According to Kristen, the 686 crew in Southern California went to the La Youth Network and Homeboy Industries, where they spent the day meeting people from all walks of life who were in need of a winter coat.
The company’s eight U.S. reps also chose a charity of their choice to donate 40 jackets in their territory. Lastly, the brand also gave hundreds of jackets away to SOS, Stoked Mentoring and the Big Sky Youth Empowerment group.
See more photos from the party here.
QUIKSILVER
Quiksilver hosted a holiday party December 7th at the House of Blues in Downtown Disney for Quiksilver, Roxy and DC Shoes. “It was really great to ring in the holidays with all the employees gathered together to celebrate a banner year for Quiksilver,” said Iris Yen, VP of Communications for Quiksilver.
Roxy’s Clothes4Souls campaignAdditionally, to give back, Roxy ran a Clothes4Souls campaign with Olympic Snowboarder Torah Bright. The campaign kicked off in NYC on Dec 2nd with a visit to The Today Show.
Roxy and Quiksilver coordinated donation boxes throughout NYC where any consumer who donated any article of gently used clothing was given 40% off any Roxy denim. Torah Bright, fronted the campaign to bring awareness of how important sweaters and jackets are to those who may not be able to afford them. The campaign will continue through Dec 23rd.
Quiksilver also participated with the Make-A-Wish campaign this year by gifting a child with a personal shopping experience at Quiksilver.
The La Jolla Group
Vicki Redding (in red sweater) and helper elves.
The La Jolla Group hosted its annual holiday party as well as its 2nd annual Holiday Give Back event, a new tradition where the LJ Group has helped over 200 kids from charities like The San Gabriel Children’s Center, The Christmas Hope Project for the Healing World, and OrangeWood Children’s Center.
“There was an incredible outpouring of generosity this year from everyone at LJG,” said Toby Bost. “It started out small and snowballed into a huge give back event. It’s awesome to see everyone come together to make the holidays brighter for kids in need. Our employees and executives are an amazing group and we all really enjoyed working with such wonderful children’s organizations.”
In addition to donations from LJG staffers, Vicki Redding (SVP of Design and Merchandising) was able to gather shoes, hoodies, and backpacks from her industry colleagues, to offer extra support to teenage boys at the Orangewood Children’s Center.
“We committed to helping 18 boys that were age 14 and I couldn’t have done it without the help from Quiksilver, Sanuk, and Troy Lee,” Vicki said. “They were amazing and really stepped up donating duffel bags and shoes! There are so many kids in need in our own back yard and it is amazing the generosity of the Action Sports brands to give back in our own community.”
LJG also collected items for local pets in need, and donated them to the Orange County Humane Society.
On Page 3, Nixon, Comune, Reef
NIXON
Fun at the Nixon partyNixon is notorious for throwing elaborately themed holiday parties. In early December, the brand held a Great Gatsby themed 1920’s party in downtown San Diego at a speakeasy style venue.
The event featured a DJ, dinner, photo set up, character artist and “gambling” for all Nixon employees and guest.
“Nixon holiday parties have run the gamut from karaoke house parties, to fully produced affairs to dinner at our favorite local Mexican joint,” said Megan Brunner, Senior Marketing Manager. “There isn’t one way we do it, and no formula…it’s just about what feels right for year. It’s definitely something we look forward to and it’s a time when we are able to bring not only the company together for one night, but it’s also a time when our significant others and friends get to be part of the Nixon culture.”
COMUNE
The Comune partyCOMUNE held its holiday party at Sven Altmetz’s (Co-founder and President), bungalow style home in Venice Beach. Both the creative headquarters and the warehouse joined in to have “Street meat,” (grilled hot dogs, etc.), and old fashioned hand mades as well as played an entertaining Santa Game.
REEF
Reef held its own company Christmas Party in Cardiff at KI’s where the brand hosted a huge dinner for employees. As the best Christmas gift to its staff, Lindy Williams who runs their Girls Marketing said the brand closes its offices the week between Christmas and New Years. To give back, the company also hosted a company-wide food drive to benefit the North County Food bank.
