Nike Dumps Surfing and Surf Team
http://surfinglife.com.au/news/industry-news/7298-its-official-nike-leaves-surfing
n an official statement Nike confirmed the news reported by Surfing Life on Tuesday that the entire Nike Surfing Team would be transferred to Hurley:
“As part of the category offense and portfolio strategy, Nike Inc. is further committing to action sports and re-aligning its focus. Nike will concentrate on optimizing the full potential and growth opportunity of Skateboarding and Snowboarding. Hurley will continue to focus on Surf, leveraging its industry leading Phantom boardshort innovation and deep consumer connections, partnering with some of the world’s top surf athletes”
The “business news website for action sports executives” Shop-Eat-Surf.com contacted Bob Hurley for his reaction to the big industry news:
Shop-Eat-Surf: What does this change mean for Hurley?
Bob Hurley: “It reinforces our strength in surfing. We’ve always always enjoyed a close partnership with the Nike brand in developing innovative product informed by top athletes. The opportunity for collaboration and leverage is limitless and will continue to allow greater focus.
We all know the surf marketplace is in transition, yet the energy and youthful nature of the sport make it more popular than ever on a global basis. It provides the ability to inspire, energize and connect to a young, global audience. This is another chapter in our Innovation and ‘Microphone for Youth’ philosophy within Hurley.
Are all the Nike athletes transferring to Hurley?
All surfers currently sponsored by Nike will move to Hurley. We will continue to support them with the high standards of Nike and Hurley. We’re enormously excited about the depth and quality of the stable of surf athletes working with Hurley.
Given the firepower of the Nike surf team, will Hurley change its marketing strategy/approach? If so, how?
We’re a youth brand with a completely authentic connection to the surf culture and lifestyle. My strong belief is that our commitment to innovation, authenticity and the Phantom patent within surf validate the Hurley brand as part of the Nike category offense and portfolio strategy. This strategy doesn’t change with this decision; it is accelerated. Our expanded stable of athletes will help that process.
Will Hurley now have more resources in areas like product as well as marketing?
We’ll continue to utilize Nike innovation through the Hurley lens where appropriate. Phantom, Phantom Protect and the Phantom sandal are good examples of this. The Phantom sandal mashes up the Phantom Fuse boardshort with the Nike Free outsole — the result is an incredible sandal. We see more of these opportunities in the future.
Will any Nike employees who worked on surfing move to Hurley?
Athlete support is a huge priority for us and we anticipate some of the amazing talent currently at Nike will focus their efforts on Hurley.
Do you think this change will make it easier for retailers - some of whom have expressed confusion when being asked to buy Hurley boardshorts as well as Nike for example?
As part of Nike Inc.‘s category offense and portfolio strategy, Nike is doubling down on surf through the Hurley brand. We believe that this elevated focus will deliver a higher level of product innovation, consumer relationships and athlete experience. It’s a decision that makes full sense through the lens of the consumer and therefore the retailer.
Where does Hurley go from here?
This strategy re-alignment further validates why I believe Nike is such a tremendous partner with Hurley. We have the talent and desire to compete hard, as well as the resources and focus to continue to be inspired by athletes and kids. I could not be more excited and energized by the next phase of our adventure.”
Lakey Peterson reckons the switch to Hurley is a good thing.
While it is rumoured that Julian Wilson is the least pleased about the team switch to Hurley, other surfers have so far shown enthusiasm, and Surfing Magazine Instagrammed a photo of JW surfing with Hurley stickers on his board.
Dino Andino, father of Nike’s California poster child, Kolohe Andino, is reported in The Orange County Register as being mostly positive about the transition:
“It’s a pretty organic shift. It’s sad because a lot of guys really liked Nike, but they are still part of the family. We’re blessed to be part of the Hurley team. They are great guys, they know what they are doing, and they make great products.”
And in the article the Coolangatta-to-California expat and first World Champ, Pete Townend, puts things in an even more positive light for Hurley:
“Hurley just went from having an average surf team, to arguably the best surf team in the world. (Nike are) still going to be involved in surfing because they own Hurley. Instead of waging the war on two brand fronts, they made a decision that they are going to put all their horses into Hurley, at least when it comes to surfing.”
And putting things into perspective for the sportswear giant, Nike reported $24.1 billion in revenue at the end of the 2012 fiscal year (that’s billion ... with a B!) with Hurley contributing $248 million to that figure (before you pull out your calculators, that means Hurley contributes a mere 1 percent to the big swoosh’s revenue).
Yeah I heard about this. Crazy. All makes sense though. At least they aren’t dumping their team altogether. Should be a big push for Hurley.
It took them a while to work out that surfers are tightarse’s that only wear thongs!!!!!
It took them a while to work out that surfers are tightarse’s that only wear thongs!!!!!
Nike thongs? They missed the market.
I don’t really see Nike in a surf industry. It doesn’t really have a place and the surf industry is flooded with enough brands.
I actually have a pair of Nike Thongs!!!!! 