The young, style-conscious "urban" rider was well catered to. Stunter Nick Brocha, sponsored by Japanese firm Rush Deal, showed me a line of stylish, colorful protective wear that looked like it would work well in hot climates protecting riders from low-speed crashes. Over in the Parts Unlimited booth, Icon Brand Manager Phil Davy displayed fervent zeal for his trendy, aggressively styled jackets and helmets. When I asked him about the protective qualities of his new Automag and Accelerant jackets, he told me Icon adheres to the highest standards of protection, but it makes sure the styling celebrates the "death-defying element to motorcycling...if they just wanted protection, they wouldn't be riding motorcycles." Young riders want to look good, so Icon reaches out to the rider who is looking for style, not just protection; "They get the protection by accident," said Davy.