Menu
Marketing and Sponsorship

Sea Change: Nike Folds Surfing Apparel Line Into Hurley Division

Nike yesterday "folded its surf products into its Hurley division," according to Connelly & Liddane of the ORANGE COUNTY REGISTER. Nike last night said that it "will focus its efforts on skateboarding and snowboarding, while leaving Hurley to focus on surf gear and 'partnering with some of the world's top surf athletes.'" After Nike bought Hurley in '02, the "sports giant launched Nike Surfing, a surf apparel line primarily focused on men's boardshorts, T-shirts, hoodies and sweatshirts." Orange County-based Board-Trac Managing Dir Marie Case said that Hurley "is a well-known brand among surfers, but Nike Surfing isn't." Case added that Nike's decision "is a smart move because it's likely a consolidation of resources." The changes "point to the difficulty that major action sports brands have gaining traction in the tight surf industry." Dino Andino, the father and manager of Nike Surfing team member Kolohe Andino, said, "It is very difficult to enter into the realm of being an authentic surf brand when you're a big mainstream company. I think that's why they are putting their money into Hurley" (ORANGE COUNTY REGISTER, 11/28).

SBJ Morning Buzzcast: April 25, 2024

Motor City's big weekend; Kevin Warren's big bet; Bill Belichick's big makeover and the WNBA's big week continues

TNT’s Stan Van Gundy, ESPN’s Tim Reed, NBA Playoffs and NFL Draft

On this week’s pod, SBJ’s Austin Karp has two Big Get interviews. The first is with TNT’s Stan Van Gundy as he breaks down the NBA Playoffs from the booth. Later in the show, we hear from ESPN’s VP of Programming and Acquisitions Tim Reed as the NFL Draft gets set to kick off on Thursday night in Motown. SBJ’s Tom Friend also joins the show to share his insights into NBA viewership trends.

SBJ I Factor: Molly Mazzolini

SBJ I Factor features an interview with Molly Mazzolini. Elevate's Senior Operating Advisor – Design + Strategic Alliances chats with SBJ’s Ross Nethery about the power of taking chances. Mazzolini is a member of the SBJ Game Changers Class of 2016. She shares stories of her career including co-founding sports design consultancy Infinite Scale career journey and how a chance encounter while working at a stationery store launched her career in the sports industry. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2012/11/28/Marketing-and-Sponsorship/Nike-Hurley.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2012/11/28/Marketing-and-Sponsorship/Nike-Hurley.aspx

CLOSE