Stab Magazine | Nike downsize involvement in surfing
1712 Views

Nike downsize involvement in surfing

As of December 31 this year, Stab has learned that Nike’s big-name surf athletes will peel off Nike logos and apply Hurley stickers. World tour surfers Kolohe Andino, Julian Wilson, Michel Bourez and Alejo Muniz will soon all surf for Nike-owned company, Hurley. The news came unofficially today, when head-to-toe Nike team riders were in Hawaii, […]

news // Mar 8, 2016
Words by stab
Reading Time: 3 minutes

As of December 31 this year, Stab has learned that Nike’s big-name surf athletes will peel off Nike logos and apply Hurley stickers. World tour surfers Kolohe Andino, Julian Wilson, Michel Bourez and Alejo Muniz will soon all surf for Nike-owned company, Hurley. The news came unofficially today, when head-to-toe Nike team riders were in Hawaii, that the company will be partially retracting and will now remain in surfing only as a footwear sponsor.

Tomorrow an official release will reach the surfing world with the news that Nike’s marquee surf athletes are now riding for Hurley. Our industry insider said, “Every single guy who is on Nike is now on Hurley. Every. Fucking. Guy.” And , the girls, too. Carissa Moore, Lakey Peterson and Laura Enever will all move across to Hurley. This marks a change for Hurley’s strategy as they’ve never had a team who were professional surfers in the traditional sense, but rather ambassadors. And, also along for the ride are a huge list of surfers that include men like Koa Smith, Kai Barger, Filipe Toledo and Nat Young. The team will still ride for Nike but for footwear only. As of January 1, 2013, Hurley will be the main sponsor of eight outta 34 world tour surfers.

But, it all makes sense, right? While the noise Nike has made in terms of marketing and events has been loudest, sales have been tough. They pulled sponsorship following this year’s US Open of Surfing and the failure to move serious product to cover this investment has been difficult. Nike owning surf was always difficult. They bought Hurley in 2002, a company that lives and thrives on innovation. Nike’s mantra isn’t dissimilar and both brands fight for the same space. The commercial success of surf companies has always been boardshorts and Hurley leads with their Phantom innovation. And, the post-GFC surf industry hasn’t exactly been the field of dreams that it was in the early 2000s.

Does it all seem weird that the team can swap over so effortlessly and without legal red tape with managers? Not when you peel the layers back. Built into the contract of every Nike-complete surfer is the ability to be shifted from Nike to Hurley. Anything stated by a surfer’s Nike contract will now be honoured by Hurley. For Julian Wilson, two years into a five-year contract, it’s biz as usual. As well as Kolohe Andino who signed a 10-year contract last year.

Now, Nike aren’t the kind of players who do things without a plan. The question now, is, what is Nike’s plan for surfing through Hurley? The biggest piece of the puzzle will drop soon. Hurley’s new star athlete unveiling will likely be John John Florence: the man behind surfing’s biggest-ever contract signing. That means Hurley will now have nine surfers on tour: John John, Kolohe, Julian, Alejo and Michel along with the Hurley team of Miguel Pupo, Yadin Nicol, Brett Simpson and Ace Buchan.

Stab‘s communication with Nike and Hurley spokesmen along with various surfers revealed a very tight-lipped line until tomorrow’s announcement is made. Stab will have the full story tomorrow.

 

Comments

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

Already a member? Sign In

Want to join? Sign Up

Advertisement

Most Recent

An Unorthodox Marriage Of Science And Surf

Cliff Kapono and The Mega Lab are changing stereotypes on all fronts.

Nov 28, 2022

5:07

Harry Bryant Dumps Crutches, Visualizes Pipeline Pits After Snapping Leg

“For once in my life, I’m taking something a bit more serious."

Nov 27, 2022

What If You Bought This Sumatran Surf Camp For $690k?

Making a blue print out of surfing's most recurring day dream.

Nov 27, 2022

Sierra Kerr On Greasing Full Rotes, Making Dad Cry & Her Concussion @ VSHPBME 

'I haven’t got my license yet, but I'm thinking of buying a little truck.'

Nov 27, 2022

4:25

“There Definitely Needs To Be More Girls That Try Airs”

Caity Simmers' thoughts on her Vans Pipe Masters debut.

Nov 26, 2022

Preview: Who’s John John Florence Flushing Down The Haleiwa Toilet Bowl?

The final event of the CS schedule is almost upon us. Let's dissect.

Nov 25, 2022

25:17

Dane Reynolds Said These Clips Weren’t Good Enough

Could'a fooled us.

Nov 25, 2022

Watch Now: Kael Walsh, Rolo Montes, And Al Cleland Jr In ‘Saturn’

Quik’s new 20-minute surf film is so good you’ll want to burn a DVD of…

Nov 24, 2022

27:45

How A Magic Island Birthed One Of The Most Radical Surf And Skate Scenes In The World

Mateus Herdy, Pedro Barros and friends in Red Bull x Stab's No Contest, Brazil.

Nov 23, 2022

The Uber Driver Turned Crypto Millionaire Who Denounced His US Citizenship And Whips Into XXL Nazare

"I do what I want, I don't have a boss." -Toby Trouble

Nov 23, 2022

3:36

‘I Thought He Was Gonna Grab A Machete… Then He Picked Up A Rock’

2x SSOTY Jai Glindeman’s drama (& left-tube) filled Sumbawa trip.

Nov 23, 2022

3:34

“The Inside Of Pipeline Sounds Like The Center Of The Universe”

Tosh Tudor seeks solitude at the Vans Pipe Masters.

Nov 22, 2022

Is Rasta Rob Really Going To Ride His Beloved Stock Dims Rad Ripper At The Vans Pipe Masters?

An interview with the most rapidly ascended surfer in recent memory.

Nov 22, 2022

Sierra Kerr And Robbie McCormick Win Vans Stab High Indonesia Presented By Monster Energy

And we had a live premiere in Oceanside to celebrate.

Nov 22, 2022

The Stab Guide To The World Cup

Including which team bears most similarities to former CT surfer Ricky "Ricky Badness" Basnett.

Nov 21, 2022

Unlocked: Albee Layer Speaks His Mind In His SEOTY Entry, ‘Delirium’

Come for the double rotations, stay for Albee's existential thoughts on surfing and life.

Nov 20, 2022

Buy Now: John John Florence’s ‘Gravity’

Get Gravity and support Junior Lifeguards.

Nov 20, 2022

5:02

Craig Anderson Could Find A Spitting Tube In A Tranquil Koi Pond

“How the fuck did I get an invite?”

Nov 19, 2022
Advertisement