This year in celebration of 20 amazing years of pioneering skateboard footwear, etnies hosted a global event series culminating with the finale at its US headquarters in Lake Forest, California on Saturday night. It couldn’t have been at a better time with all of the top pros in the world in town competing in etnies 3rd Annual GvR of Skateboarding all weekend. To close out Saturday’s contest, etnies GvR blew everyone away with a special Beastie Boys live show.
etnies’ Owner Pierre Andre Senizergues and Don Brown, Senior Vice President of Marketing hosted etnies team riders, and etnies friends including Jason Lee and Chris Pastras, Chester Bennington from Linkin Park, Tom Dumont from No Doubt, the Bishop Don “Magic” Juan and more.
Once inside the party, the energy was high as guests converged at the six open bars and rushed to the front of the stage where DJ Icy Ice was opening for the Beastie Boys, who played to a 5,000 capacity crowd.
The dancing didn’t stop when the Beastie Boys finished their set; DJ Eddie Lee took the side stage and kept the crowd moving. As soon as huge videos were projected on the white wall of etnies’ building and mixed in with the beats everybody knew turntablist and artist Mike Relm was spinning. He surprised the crowd with a custom set created just for this event featuring footage of 20 years of etnies’ top riders.
The party was packed with media, industry influencers and retailers until security and the Orange County Sheriffs Department shut it down at 1:30am – the typical ending for every etnies 20th Anniversary event.
More than 800 people kicked off the event series on April 6th, at the grand opening of its New York City showroom, featuring a rooftop mini ramp that caused lots of controversy for the surrounding SoHo neighborhood. People from all over the world traveled to join 4,000 others for etnies main event on June 12th in its birthplace, Paris, France at the renowned Palais de Tokyo directly across from the Eiffel Tower. But…there’s no place like home to hold the finale event in Orange County that brought the entire etnies family together with 5,000 to celebrate the success of 20 years!