Metal Mulisha

Thank you to everyone who came out to Pala Raceway on Wednesday, February 9 and to those who watched the event live on Facebook. It was a great day in celebration of Jeremy.

Check out the video with interviews from the Lusk Memorial Ride Day!

group Y Panel Discussion & Gathering; “Inside the La Jolla Group”

Watch it LIVE at 6:30pm on lajollagroup.com/live

presented by Fuel TV

Thursday, December 10, 2009
6:30pm – 10pm

La Jolla Group headquarters
14350 Myford Rd
Irvine, CA 92606 map

A panel discussion on the inner workings of the La Jolla Group (Rusty, O’Neill, Lost & Metal Mulisha), presented by group Y and FUEL TV.

Execs from the company will discuss various topics including: the dynamics of having multiple brands under one roof, developing and designing a collection from A-Z, the importance of maximizing athlete relationships to engage & influence brand perception and purchase behavior, and more. Guests are encouraged to mingle outside the discussion and enjoy complimentary drinks and appetizers – and a holiday gift bag at the end of the night.

Executive speakers will include:

* Bill Bussiere , LJG President & CFO
* Steve Ward, O’Neill VP of Marketing, All Categories and VP of Sales, O’Neill Men & Boys
* Michelle Devine, O’Neill VP of Sales, Juniors & Girls
* Ryan Rush, O’Neill VP Men’s M&D
* Michael Tomson, Design Consultant
* Ryan Divel, Lost VP Sales & Marketing
* Ryan Hagy, Metal Mulisha Marketing

Panel moderated by Jim Shubin

Registration

$25 pre-registration, $30 at door (cash only) CLICK HERE TO REGISTER
Doors will open at 6:30 p.m. Apps, drinks, beer and wine will be provided.

The panel discussion will begin promptly at 7:30 p.m.

group Y and La Jolla Group invite all those involved with the action sports, youth marketing, brand marketing, entertainment & communications industries to attend. College Students interested in action sports and youth marketing are welcome to join us.

PLEASE READ:
-Pre registration ends on Wednesday, December 9th at midnight. If you are not pre-registered and paid before it closes, you must pay the walk-up fee of $30–CASH ONLY–at the door.
-If you need a receipt for business purposes, please use pre-pay!
-If you have any other questions and/or problems with registration, please email us.

Athletes and Action Sports Leaders Take Proactive Role in Promoting Safety Regulations and Cultivating Overall Growth in Freestyle Motocross and Affiliated Events

Irvine, CA (July 20, 2009) – The American Freestyle Motocross Association (AFMXA), a collective of Freestyle Motocross riders and action sports industry leaders, today announced its official launch as an organization established to manage, protect and develop the sport of freestyle motocross at both the professional and recreational levels. Inspired in memory of American freestyle rider, X Games gold medalist and Metal Mulisha team member, Jeremy Lusk, the AFMXA is dedicated to improving rider safety, preparation and education through programs and services that will assist athletes in improving their skills and experience in the sport. Additionally, the Association is committed to increasing awareness around medical treatment, emergency response planning and training at events worldwide.

With interest from recreational riders, corporate partners and action sports companies around the globe, the AFMXA was organized in an effort to create a unified voice at all sanctioned and non-sanctioned freestyle motocross events, parks, facilities and demonstrations; and implement a safer environment for athletes. The Association will encourage neck braces for riders; report on standards for suitable weather conditions and proper ramp landings at events; assist with providing trained on-site and on-call medical assistance; and prepare safety policies and emergency response plans. In addition to providing guidelines for safer practices, the AFMXA will host an annual awards ceremony to recognize top athletes and companies for their accomplishments and influence on the sport.

The Association’s advisory board consists of prominent figures in the action sports and medical industries, including Metal Mulisha founder and most decorated Freestyle Motocross rider in X Games history, Brian Deegan; CEO of La Jolla Group, Toby Bost; ESPN’s Lizz Leach; Ryan Hagy, Cameron Steele, Dr. Pete Katsyiannis, and Dr. Gus Gialamas, among others.

“With the tragic death of Jeremy Lusk, it became clear that this sport, which has grown significantly over the last few years, needed an Association to develop and oversee stricter safety guidelines,” said Toby Bost. “The AFMXA works to define racing rules and evolve the sport for athletes and supporters. As corporate sponsors, it’s our responsibility to do more than just put our product on riders. We need to be activists for the industry as a whole — and that means being proactively involved in establishing processes that enable freestyle moto to keep growing.”

“The AFMXA is the voice of all freestyle riders and the time has come for us to properly organize our sport — it starts with safety,” commented Brian Deegan. “It’s also about time that athletes and industry leaders are recognized for their achievements and dedication. I look forward to the positive changes this Association and its members are going to make for freestyle motocross.”

Earlier this year, the Lusk Legacy Foundation was established to help improve overall safety in the sport, protect the livelihoods of riders and their families, and provide them with legal, medical and financial consultation and representation. The Lusk Legacy Foundation has been named the official charitable organization for the AFMXA.

On July 30th at 5pm PST, ESPN will broadcast a special presentation on Jeremy Lusk and the AFMXA.

By DAN BEIGHLEY
Orange County Business Journal

Clothing maker La Jolla Group Inc. has made a big investment in a new Irvine headquarters.

The company, which makes clothes under the O’Neill, Lost, Rusty and Metal Mulisha brands, recently consolidated operations in Irvine, where it used to be spread among five buildings.

La Jolla now operates from 200,000 square feet of space at 14350 Myford Road near Tustin, where it has 150,000 square feet in one building and 50,000 in an adjoining one.

About 140,000 square feet of warehouse space makes up the bulk of the operation.

La Jolla employs about 350 people in Irvine.

The new space is double La Jolla’s old headquarters in the Irvine Spectrum.

The company sells clothes inspired by surfing, skateboarding and motocross through J. C. Penney Corp., Pacific Sunwear of California Inc., Macy’s Inc. and other retailers.

La Jolla has revamped its Irvine building to include skateboard ramps, a gym, an indoor basketball court, a 2,000-square-foot store as well as 6,000 square feet of conference and showroom space.

Chief Executive Toby Bost, clad in jeans and a T-shirt, declined to say what the company spent on the improvements.

“We built the building around action sports,” he said.

La Jolla Group has yearly sales of more than $200 million. Last year, sales grew 15% in a tough economy, Bost said. In 2007, they were up 30%.

Sales last year were helped by La Jolla’s opening of six of its own stores in California and Las Vegas, as well as a flagship O’Neill store in Anaheim.
The stores employ about 100 people.

Half of La Jolla’s business comes from its O’Neill brand, which it licenses from brand owner O’Neill Trademark BV under a “long-term” contract, according to Bost.

The other half of La Jolla group’s revenue is split evenly among its three other brands.

The company is feeling the clothing industry’s challenges, as shoppers pull back on purchases and stores such as Wal-Mart and Kohl’s have come up with their own lines of surfwear, Bost said.

“There’s definitely a recession going on in surf,” he said. “Fall is usually the toughest time for the industry. This one should be the toughest.”

For more on this story, see the July 6 edition of the Business Journal.

The 1st Lusk Legacy Foundation Poker Tournament Party is coming up in just 1 week! All the Metal Mulisha team will be on hand supporting the cause, as well as many of the top riders in action sports. Ticket prices are lower now, and time is running out, so get your tickets NOW!