Pacific Sunwear, the Southern California lifestyle apparel brand built in the 80's around the concept of surf culture, is looking to rebuild authenticity with teen consumers.

"We have got some exciting things in the work to reestablish an emotional connection between our customers, PacSun and our brands," Gary Schoenfeld, President and CEO, said yesterday.

When asked if action sports sponsorships would be a key component of that, Schoenfeld stated:

"PacSun does do some sponsorship. I think you're probably aware of the amateur surf team and a few other things. Sponsorship won't be a huge initiative for PacSun but is an important part of the brands that we work with and there will be opportunities for the brand certainly to continue to elevate their presence and their messaging ...