News / Press

Local Newspaper covers the Grand Opening of the Pala AFMXA Freestyle Motocross Park.

Check out the story here.

“The tragic death of freestyle motocross star and San Diego native Jeremy Lusk served as the inspiration for the grand opening of a one-of-a-kind freestyle motocross practice facility, which emphasizes safety and opened to the public on Saturday at the Pala Raceway.
The track features several jumps and a foam pit. Unlike any other track, Pala is open to amateurs.”

La Jolla Group (“LJG”), the premiere multi-brand apparel licensing company with a portfolio of prominent brands including O’Neill Clothing USA, Lost Clothing, Metal Mulisha Clothing, and Rusty North America, today announced the appointment of Jim Shubin as Vice President of Sales and Marketing for its latest acquisition, True Love & False Idols (“TLFI”). Effective immediately, Shubin will report to Toby Bost and Bill Bussiere, LJG’s CEO and President respectively, and will be based out of the company’s headquarters in Irvine, Calif. In his new position, Shubin will play a key role in solidifying the TLFI brand platform, overseeing development and partnerships, and implementing a global distribution strategy.

“Shubin is the perfect match for La Jolla Group and the right leader for the journey we are embarking on with True Love & False Idols,” commented Bost. “His understanding of the streetwear sector, combined with his business relationships, charisma, and overall positive spirit are all attributes that will make him successful in this position. We are excited for what will undoubtedly be a fun and successful venture.”

A Southern California native, Shubin has worked in the fashion and action sports industries for more than 20 years, and has become known by his peers as “the brand builder.” Most recently, he has consulted for CLASS and the Nielsen Group on the launch of CLASS@ASR in San Diego, CA; and managed various international apparel brands looking to expand into the U.S. market, most notably, WeSC. While at WeSC, Shubin conceptualized and implemented all marketing efforts and product launches, streamlined alliances and established a nationwide retail presence.

Earlier in his career, Shubin served as VP of Marketing and International Sales at Ezekiel, where he worked closely with the sales and design teams to reposition the brand and increased sales by 300%. Prior to Ezekiel, Shubin was the Director of Sales and Marketing at Dwindle Distribution, home to 10 of the most influential brands in skateboarding, including Almost, Enjoi, World Industries, Blind Skateboards, Tensor, Speed Demons, Darkstar, and Droors. During his tenure, Shubin’s non-traditional marketing approach and deep global network helped build Enjoi and then launch Almost Skateboards into two of the most recognizable names in action sports.

Shubin added, “I am excited about the challenge of building an emerging brand with tons of potential – especially one with as much depth and DNA as TLFI. La Jolla Group’s solid infrastructure provides a great foundation to further this brand’s growth and product evolution.”

TransWorld Business caught up with La Jolla Group CEO Toby Bost at Surf Expo in Orlando last week to talk with him about the recent news surrounding the company, its latest licensing deal with streetwear brand True Love and False Idols and O’Neill’s venture into eyewear. Watch the video at Transworld.

La Jolla Group (LJG) has entered into a long term licensing agreement with authentic streetwear brand, True Love and False Idols. In keeping with LJG’s diversification strategy and identifying the streetwear market as a core growth area, the company has taken on the master license for TLFI, recognizing it as one of the hottest “street couture” lines out of California.

“LJG has built a versatile company with strong operational and service capabilities. This acquisition presents an incredible opportunity to enter new markets and build a young up and coming brand. It also marks LJG’s commitment to partnership with its retail clients [and] bringing “newness” to the retail floor.” - Toby Bost, CEO, La Jolla Group.

Over the next few weeks, LJG will announce the addition of a sales executive to grow the brand’s national account base that includes high-end specialty retailers, boutiques, and other distribution channels, and tap into opportunities in the international market. TLFI will be based out of La Jolla Group’s corporate headquarters in Irvine, CA, effective Monday, January 11, 2010.

Group Y Panel Discussion & Gathering
“Inside the La Jolla Group”
presented by FUEL TV

Thursday, December 10, 2009
La Jolla Group headquarters

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

More info & upcoming events at www.groupYnetwork.com

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.

As CEO and Chairman of the Board at La Jolla Group, Toby Bost oversees the Metal Mulisha, O’Neill, Lost, and Rusty brands. When he lost one of his friends and best Metal Mulisha riders to an FMX accident earlier this year, he helped take the lead to establish the Lusk Legacy Foundation and signed on as a founding member of the Board of Directors for the new American Freestyle Motocross Association.

Full FuelTV Article here.

We caught up with Bost after the 1st Annual AFMXA Awards and amateur contest to find out more about his involvement with the AFMXA, his vision for the future of FMX, and the legacy he’d like to leave in honor of the life – and death – of Jeremy Lusk.
Obviously the Metal Mulisha is heavily behind the AFMXA, with you and Brian Deegan on the Board and Ronnie Faisst as the official spokesperson. Why was it important to you personally to take the lead as a Board member with AFMXA?

We all have a vested interest in the growth and evolution of freestyle motocross. Given the sport’s increased popularity, additional support was needed to keep it moving forward: i.e. structure and guidelines for organized events, corporate backing, better safety policies and procedures in place, attention to emerging talent. As CEO of a company leading the industry, it was important for me to be a part of the Association to help implement these things and support the future of the sport.

Is the AFMXA something that had been in the works previously, or did it fully spring from the death of Jeremy Lusk and the establishment of the Lusk Legacy Foundation?
Through Jeremy’s untimely death, we realized how little organization there was in the sport. We knew we could collectively make a difference in the areas of safety and education, and want to build a legacy that Jeremy and the sport can rest on.

What do you personally hope will be Lusk’s legacy in terms of the future of FMX?
The Lusk Legacy Foundation (LLF): a non-profit established to protect and support athletes and their families in the event of severe injury and/or death. It offers a support system that comes to the aid of riders that go through life changing experiences as a result of the sport. We can’t prevent accidents from happening, of course, but through the work of the AFMXA and the LLF we can cut down on the number of them and be prepared to respond in an appropriate manner when required.

Obviously there’s a lot of could’ve/would’ve/should’ve talk we could get into about Lusk’s death or any of the major accidents we’ve seen in FMX, but going forward, what do you see as the must-have goals to secure a future for the sport and the safety of the riders?

Short term: the goals are focused on better preparation in the event of an accident. This includes CPR/first aid training, medical consultation via a 1-800 number, and med evac insurance for all professional riders that join the AFMXA. Longer term: tackling the larger challenges that the sport faces. These may include standard equipment guidelines, race course standards, safety precautions at all events, and more stringent medical response requirements.

What was the thinking behind starting with an amateur event on November 7?
Freestyle moto is missing an amateur platform that nurtures and develops talent. To further advance the sport, it’s necessary to provide a safe environment where young international talent can compete. Through these competitions, we hope to develop professional athletes that move through an organized ranking system before going pro.

Now that the Dew Tour has essentially dropped FMX competition, do you see an opening for the AFMXA to bring its own pro events series?

I’m not going to rule out a pro event series. The AFMXA is dedicated to being “the voice of the riders,” so we will work with the athletes and sponsors to create the best possible scenario for everyone. There are definitely a lot of exciting possibilities down the road.
For the sake of shifting gears a bit…What’s on the horizon for Metal Mulisha? What are you personally looking forward to, in terms of the brand, riders, events, etc?

The Metal Mulisha is continuing to grow as a lifestyle brand. We have an authentic and extremely passionate audience that we want to continue to communicate with at the highest possible level via great products and content. There are so many things to be excited about going into 2010 – between freestyle moto, offroad trucks and MMA, the possibilities are endless. Look for a head-turning MM marketing campaign in 2010 that may be coming to a major city near you.

For more on the AFMXA, see our previous interviews with official spokesperson Ronnie Faisst, 2009 Lusk Legacy Rider of the Year Blake “Bilko” Williams, and founding member Nate Adams, and our complete list of winners from the 2009 AFMXA Awards.

CEO and Chairman of the Board, La Jolla Group and O’Neill Clothing
Age: 39
Fact: He was headed in the direction of becoming a third-generation orthopedic surgeon but went into the apparel industry instead.
How he chose his career path: “I knew in high school that I didn’t want to wear a monkey suit to work every day.”

Read the article here.

Toby Bost was just 36 when he became CEO of action-sports licensing company La Jolla Group, overseeing four wildly popular apparel brands – O’Neill, Lost, Rusty and Metal Mulisha. A sign of their success, and his: In July, the company’s headquarters moved into bigger digs. Still based in Irvine, the brands are now under the same roof, and the headquarters features skateboard ramps in hallways, basketball courts, a workout room, a retail shop and conference rooms named after popular surf spots.

“Growing up wakeboarding, skating, surfing, fishing – anything and everything outdoors – I knew it wasn’t my style to do something I didn’t have a passion for,” says Bost, who also serves as chairman of the company’s board of directors.

Bost landed at La Jolla Group in 1999, and by 2006, he’d been promoted to CEO. But he’s no newcomer to the action-sports industry – he’s been in it 15 years.

“No two days are alike, which is what makes my job entertaining,” Bost says. “It’s exciting to wake up and not know how the day is going to unfold. The more unpredictable the day, the more interesting it is.”

– Ashley Eliot

The Transworld Motocross Awards have concluded from the The Joint inside the Hard Rock Hotel and Casino in Las Vegas, and the winners have been awarded their trophies. Just in case you still don’t get our live updates via Twitter or Facebook and Brian Deegan receives the ROCKSTAR LIFETIME ACHIEVEMENT AWARD!

Check out the article here.

SurfAid has launched an Emergency Response Appeal to help the people of Padang who were hit by a huge earthquake (7.6 on the Richter scale) on Wednesday 30 September.

Our Program Director, Dr David Lange, narrowly escaped death as he fled the Ambacang Hotel, which then collapsed, killing many and trapping others.

Any donations you can make are greatly appreciated.

Please donate here.

Thank you