Jan 03, 2018 | By Sandra Halliday
In a sea of bathing suits, cut-off shorts and Indian headresses at Coachella this past weekend, the Active Team was able to spot a few unexpected athletes, sneakers and accessories that spoke directly to our market!
To be honest, the last thing we thought we would EVER see at “trend-driven” festival like Coahella, were Vibram FiveFingers. Well, scratch that. We saw about five pair in about five minutes. The Barefoot boom is clearly transcending from the core running circuit, on a major level. One attendee was even wearing Injinji Toesocks, which pretty much melted our Active hearts.
We had one of the best seats in the house for Odd Future’s performance. Considering the fact the entire group seems to rock Supreme gear from hear-to-toe, we naturally LOVE what they are all about. During the crew’s performance, we snagged an up close photo of Hodgy rocking a pair of color blocked Vans and Huf “4/20 Dispensaries” socks. Beyond stoked!
One of the most important survival tips we gathered from Coachella, was staying hydrated. People were dropping like flies in the heat, as temperatures were in the high-90s the entire weekend. From CamelBak hydration packs, to good old wet bandanas and novelty towels, people had some pretty amazing systems for keeping cool. We particularly loved that people were carrying around Lakers-branded water bottles, fashioned like traditional canteens. Everyone had a unique way attaching their water bottles, whether it was with actual carabiners or with make-shift skate shoelace harnesses. Also spotted were some magenta Merrell hiking boots, paired with some colorful compression tights. This is something we first saw last year at the Greenroom Festival in Yokohama, Japan.
Also on hand were a couple of our favorite snowboarding pros from both Burton Snowboards and Fourm. Team riders, Danny Davis, Gabi Viteri and John Jackson all hung out together, taking in the scene. We thought it was pretty rad to see them getting down and enjoying the festival. Not surprisingly, considering his affinity for music, we also briefly caught up with Shaun White backstage for a quick desert hug.
Photos provided by Burton Snowboards
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.