I would recommend not going too far from the current design ... e.g. dark bg, image heavy, graffiti like fonts for links, ... since my brother (aka the client) basically likes how it currently is just want's an update. The current design is just a ready made joomla template slightly altered.The idea i can come up with: Street sports that are mostly performed using existing infrastructure in structure (like skateboarding, BMX, Parkour), Graffiti, ... check gallery for more inspiration as to what is incorporated in the shows, ...
I've attached three images of websites (Jennifer Hudson, Pink, Burton) to give a basic feeling for the layout that i think would be right with a big space on top to promote the shows (possibly a video or an image slider inside this picture). and two columns below for additional content:
What i like most in this screens:
Burton: Huge space at the top for the promotion of the key elements - shows & (less important) store.
Pink: Balance of columns below the header
Hudson: arm of her breaking the borders of the boxes