Editor’s note: SES was not able to attend the annual Zumiez 100K extravaganza last week because we were covering Surf Expo. The Zumiez team sent us this report and lots of photos that we wanted to share.

The recent Zumiez 100K event in Keystone, Colorado, emerged as the industry’s epicenter, uniting over 150 brands to celebrate Zumiez’s top sales performers of 2023. Brand founders, industry leaders, athletes, and 1,200 exceptional Zumiez store employees gathered for an acknowledgment of their pivotal role in driving product sales.  

“I love attending Zumiez 100K because I get a chance to see all my colleagues in the skate industry, the Zumiez sales teams, and all the important people behind the counter pushing the DGK brand. Truly grateful and thankful,“ said Stevie Williams of DGK. 

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  Zumiez founder Tom Campion. Photos by: Ben Harrington and Chip Proulx

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  Tom Campion with No. 2 Jason Beck and No.1 Mitizi Ortiz.

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  The Top 40 Zumiez sales people of 2023.

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  The snow demo in Keystone, Colorado.

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  Pro skaters Eric Koston and Mason Silva.

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  Pro Skaters Kenny Anderson and Austin Heilman of Brixton.

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  Vans rolled deep at the event.

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  The Adidas crew.

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  Gecko Group.

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  Pro skaters Ishod Wair and Christian Hosoi.

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  Kevin Chen and Stephanie Wu of 180tide.

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  LZMFG Group.

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  Schaf Apparel.

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  Mitzi Ortiz with trip to Japan prize from Primitive.

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  Zumiez employees having fun at the snow demo.

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  Hazheart.

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  Kristy and Steve Van Doren of Vans.

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  No. 1 Mitzi Ortiz enters the party.

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  The Boondocks.

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  The top four sales team entrance.

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  A panel discussion.

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  Party scenes.

Over the course of two lively days, attendees immersed themselves in an array of engaging events, culminating in a big party where the top 40 sales performers were honored with gifts from participating brands.  

At the heart of the celebration was the sales powerhouse, Mitzi Ortiz! Mitzi’s remarkable sales of $994,523 in 2023 was celebrated by a plethora of brands, who presented her with an array of gifts. For example, Primitive gifted her a trip to Japan, Key Street provided a tricked-out Mazda Miata, and New Balance gave her a custom wrapped Sea-Doo emulating the Jamie Foy signature New Balance shoe colorway. 

“Recognizing our top sales employees goes beyond celebrating achievements – it fosters unity and amplifies our dedication to retail excellence,” said Zumiez CEO Rick Brooks. “It’s not just camaraderie, it’s a culture of empowerment and an opportunity for brands to connect with our community and thank them for all that they do.”

The event highlights the diverse and distinct styles and perspectives within our industry as event veterans like CONS, Obey, and DGK mingled alongside fresh and innovative newcomers like Donut Media and Sendero.

“Zumiez 100k is celebration of company culture, individual excellence, and vendor relations thrown in a blender with insane prizing, ear splitting music, and thousands of amazing people on the front lines of youth culture. I can’t wait to come back next year,” said Aaron Godfred, general manager, Donut Media.  

Throughout the two days, brands could connect directly with Zumiez employees through a variety of different activations. A few highlights included an on-mountain event called “More than Snowing,” a twist on Zumiez’s summer event series, “More than Rolling,” known for bringing local communities together to celebrate the diverse and niche lifestyles that Zumiez caters to.  Also included were panel discussions covering topics such as an overview of Zumiez’s Stand Up campaign, which launches in January. Stand Up celebrates why customers’ voices matter, and how advocacy can impact causes they believe in.  

Erin Wendte, executive vice president of North American consumer teams, summed up the event’s essence:

“I can’t wait to come to this event every year to reconnect with our team, they embody the very essence of our organization’s strength,” she said. “Gathering everyone to celebrate our achievements isn’t just recognition, it’s a testament to the resilience and strength within our values and culture.”

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