Will new owners be what Agenda needs for a reboot?
The surf, skate and streetwear trade show, which has held events in New York, Las Vegas and Long Beach, Calif., was recently acquired by Toronto-based exhibition and trade show organizer AZTQ Corporation from Reed Exhibitions.
Terms of the deal were not disclosed, though it was announced that Tony Shellman, who has a background in streetwear and was formerly on the Reed leadership team, and Laurent Huttinot, who was previously the Agenda show’s sales manager, will lead the standalone show as the event’s director and brand partnerships manager, respectively.
“We are excited about the acquisition of Agenda by AZTQ and look forward to growing and expanding this important and culturally relevant show,” Shellman said. “It has been a fantastic journey for myself and the team and we look forward to continuing to partner with innovative and leading fashion brands.”
The ownership shakeup may be just what Agenda needs after a tumultuous year. The January event in Long Beach was canceled in part to drum up attendance for the June event. However, the June show was ultimately canceled as well due to a lack of participating clothing brands.
When Agenda founder Aaron Levant first launched the show in 2003 at the age of 19, the trade show consisted of 30 exhibitors, expanding to more than 1,000 clothing brands with live performances from artists such as Lil Yachty, Denzel Curry, and Tyler, The Creator.
In 2018, Levant left Agenda to pursue other career opportunities.
The show will return to Las Vegas from Feb. 4-6, 2020, and attendee registration will open in the next two weeks.
“We value the partnerships we have developed with fashion brands that make Agenda the unique and vibrant community that it is today,” Huttinot said. “We plan to continue to innovate and be true to who we are as disruptors and innovators.”