BY THE MID-1980s, BEACH VOLLEYBALL APPAREL WAS AWASH IN NEON AND THE WORLD HAD DEVELOPED QUITE THE THIRST FOR IT. BRANDS LIKE SIDEOUT, REDSAND, QUIKSILVER, MOSSIMO AND FILA ALL CAPITALIZED AS DID THEIR ATHLETIC AMBASSADORS.

LIKE MOST SPORTS, PARTICULARLY MOTORSPORTS, ATHLETES TURNED INTO CORPORATE BILLBOARDS. ADVERTISING SPACE WAS SCARCE. CAPS, SHORTS, WATCHES AND EYEWEAR WERE AMONG THE MOST PRIZED PIECES OF REAL ESTATE.