Hurley Takes Its Kolohe Savings, Chucks It Toward The Sunset CT - Stab Mag

Live now: How Surfers Get Paid, Season Finale

Kolohe, no longer the Hurley poster-child (but still loves Sunset). Photo: WSL

Hurley Takes Its Kolohe Savings, Chucks It Toward The Sunset CT

Investing in surf is so hot right now.

news // Dec 27, 2021
Words by Stab
Reading Time: 3 minutes

You may recall, just before the pandemic, when Hurley was sold by Nike to the mega corporation Bluestar Alliance. Following that sale, and during the pandemic, Hurley’s star-studded roster was dismantled, and the remaining team riders took substantial pay cuts. John John turned in his resignation and started his own brand, while Carissa Moore, Filipe Toledo, and Kolohe Andino were the only major surfers left on a team that once comprised one-fourth of the CT.

But then, slowly but surely, Hurley started re-signing of its original team members (Eli Hanneman being the most noteworthy). Recently, Hurley even add a new up-and-comer from San Clemente, Taj Lidblad, to their youth-focused roster.

We’d like to think that it was the core surf folks rallying around the cause, leaving countless comments on Hurley’s Instagram page, and calling out their “corpo” antics that led the once-family-owned surf brand to start re-investing int the sport. But in all actuality, it was probably a decision based on a spreadsheet calculation. Yes: there is some financial benefit to paying surfers for a sticker on their board.

Even if there were no stickers on her board, and Hurley technically can’t post about her winning, Carissa’s Olympic gold will have a positive impact on Hurley’s brand and image. Photo: ISA Surf

This strategy presumably paid off when Carissa Moore became a 5x World Champion and surfing’s first Olympic gold medalist earlier this year. That’s the kind of exposure a surf company thrives off of, as they can use Carissa’s likeness to promote their products until 2025, when her deal expires.

However, not all Hurley athletes are signed on for eternity. Kolohe Andino, for instance, signed a 10-year contract all the way back in 2011, meaning it expires on Dec 31 of this year. Stab has recently learned that Brother will not be re-signing with Hurley, as he has received a superior offer from another apparel brand. You can read all about that here.

That means Hurley has some extra budget to work with in early 2021. And as it was announced just a few days ago, they’ve decided to double-down on their surf-based investments, applying their leftover Kolohe funds (plus a little extra) to become the title sponsor of the upcoming Sunset Beach CT event.

This isn’t Sunset, but it might as well be. Photo: WSL

After nearly a four-year hiatus from CT event sponsorship, Hurley supporting the return of the women’s surfing to Sunset Beach (in Carissa’s backyard) only feels right.

Hurley will hold brand activations with Moore and local surfers during the event window, and they’ll donate the proceeds from products sold at the event to the Moore Aloha Foundation: an organization that empowers the next generation of female surfers to be confident and compassionate individuals both in and out of the water.

All we ask is that Hurley gives Taro Watanabe a wildcard and for Filipe to do an air on the west bowl.


Comments are a Stab Premium feature. Gotta join to talk shop.

Already a member? Sign In

Want to join? Sign Up


Most Recent


Diamond Tail = Diamond Hands?

We'll explain everything in the Rusty D-Min Joyride.

Mar 27, 2023

Behold Australia’s Nine & NZ’s Two Challenger Series Qualifiers*

May the Southern Cross smile upon you at Snapper.

Mar 27, 2023

Long Read: Pete Beachy Is No Bore 

The life and times of an off-the-grid Alaskan surf pioneer who claims to cure cancer.

Mar 26, 2023


Watch: ‘Haiku’

Scenes From a Remote Reality, by Vans & Karina Rozunko

Mar 25, 2023

Sun Room: The Overnight Success Of A Young Surf Band

What's it like touring the world and living off of McDonald's?

Mar 25, 2023

How Surfers Get Paid, Episode 6

An instructional manual for the modern professional surfer

Mar 23, 2023


Caity Simmers — Extreme Competitive Surf Vlogger

Cool is chemical.

Mar 23, 2023

Globe Pulls Out Of The Apparel Game

…and, Taj Burrow and Dion Agius are now looking for new main sponsors.

Mar 22, 2023

Owen Wright Announces Retirement From Competitive And Heavy-Water Surfing

But will surf final CT event at Bells.

Mar 22, 2023


Fancy An Ale, Some Good Music, And A Bunch Of Tubes?

Ballet's minimalist full-length will satiate your needs.

Mar 22, 2023

João Chianca Spent Seven Years On The QS Without A Sponsor

And look where he is now.

Mar 22, 2023

Take Stab’s 2023 Audience Survey, Win A 3-Board Quiver

Stab towels and Premium subscriptions also up or grabs.

Mar 21, 2023

Jessi Miley Dyer On The New Challenger Series Schedule And More

Did you know that you could miss the mid-year cut and still theoretically win the…

Mar 20, 2023


Don’t Miss The Last Wave Of The First 2023 SEOTY Entry

Jacob Willcox's ‘Into Dust’ just set the bar.

Mar 20, 2023

Warren Smith on New Welcome Rivers Range and Buying Jaguars on Facebook Marketplace  

Now available in the Antipodes...

Mar 20, 2023


Wavegarden Spills How The Sausage Is Made

BTS of their global air wave rollout ft. Yago Dora, Dion Agius, Reef Heazlewood and…

Mar 18, 2023

Minds, Machines, And The Magic Of Hands

How modern shapers split their time between designing files and hand-finishing boards.

Mar 18, 2023


Are Hectic Lefts The Final Finless Frontier?

William Aliotti is on the right-foot-forward fringes.

Mar 17, 2023