The new FLIP trade show, catering to urban, street, board and action sports lifestyle markets, will launch this summer at the NEC Birmingham and take place in Hall 20 on August 12-14. Mountain bike trials legend Martyn Ashton and dirt jumper Blake Samson of the Animal Bike display team will be performing three demonstrations on each of the fair's operating days and the show has already drawn in British brand Animal, Amazonas, Gumbies and more to present their collections.

"The introduction of FLIP gives us a perfect platform to showcase our brand in the right environment remaining true to our brand values and strong action sports heritage," said Animal's Head of Marketing, Joel Pickering. "Moda's timing and location are perfect for the industry and the addition of FLIP will complement the show for both new and existing customers. With very few other relevant UK trade shows in the calendar for action sports lifestyle brands at present, we see FLIP as the perfect opportunity."

Entry is free to trade buyers and all tickets allow access to FLIP as well as all Moda shows. Registration is available online.