Buice, who grew up on the beaches of Los Angeles, likens boardsports to marketing. "Marketing is like a wave: every one has its own shape and form, its own challenges," he enthused. "It's how you adjust to the challenge that will give you a successful ride. (Airwalk) ...taps into my core passion. That's what I grew up with. We want to bring authenticity to every brand in our portfolio." -BRANDWEEK Magazine by Sandra O'Laughlin