Post-Hurley Breakup Lakey Peterson Inks Deal With Sisstrevolution
The World Title contender lands at Vissla’s sister brand.
In the ongoing saga of 2020 sponsor changes, Lakey Peterson has just locked in a deal with Sisstrevoltion, Vissla’s fledgling sister brand.
Sisstr has only been in existence for a year. Lakey is by far the biggest name athlete on their current roster.
“I like that Sisstrevolution is a modern brand with a total female point of view that can take from what’s worked for the surf industry and avoid what hasn’t,” Lakey explained in the press announcement. “It’s exciting to be a part of the new evolution of such a female-focused surf brand.”
A longtime Hurley surfer, Lakey spent much of 2019 in the hunt for her elusive first world title. Like so many others, she was swept up in the recent Bluestar cuts.
She’s the second former Hurley athlete, after Barron Mamiya, to announce a new sponsorship agreement. Free from the constraints of the overbearing Nike structure, it could afford her a lot of creative and career freedom going forward.
Sisstr is part of the Stokehouse Unlimited family of brands, which include Vissla, Amuse Society, and D’Blanc. Already on the Sisstr program is Rose Machado (Rob’s daughter), rising San Clemente ace Samantha Sibley, and heir to the Hoffman legacy, Indie Hoffman.
“We’re really honored and excited to welcome Lakey to Sisstr,” said CEO and Founder Paul Naude. “She is such a world-class talent. As a brand we’re enthusiastic about the progression in women’s surfing and no one embodies that quality more than Lakey. I’ve always thought that she does the best turns on the Women’s WCT so to have her join us at Sisstrevolution is simply amazing.”
Interesting industry side note, the marketing director over at Sisstr is Gina Turpel, sister to the silver-throated WSL commentator Joe Turpel. Formerly with Volcom and Billabong, she has a solid resume with a lot of experience. It will be exciting to see what Gina and Lakey can come up with. And if Joe doesn’t say nice things about Lakey on the webcasts, well, there may be some hell to pay.
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