Surfpolitik Nike Surfing: A swoosh and a miss

In: Surfpolitik by Stu Nettle 32 Comments Wed 28th Nov '12

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Swoosh.

It's the sound of Nike stepping out on the surfing industry. Nike are yet to release an official statement though sites such as ESPN and publications such as STAB, which has a close affiliation with Nike, are reporting that as of December 31 all Nike surfers will have their sponsorhip shifted over to Hurley. The Nike logo will remain on surfers boards but as a footwear sponsor only.

The news comes just two months after Nike withdrew sponsorship of the US Open of Surfing at Huntington Beach ending a five-year tenure. Yesterday's news is also likely to spell the end of the ASP Prime Nike Lowers Pro scheduled for May.

Nike purchased Hurley in 2002 and for three years allowed the Southern Californian company to be their sole participant in the surf industry. In 2005, however, Nike created Nike 6.0 to compete against the smaller, edgier brands in surfing, skateboarding and snowboarding and gain a toehold in action sports.

"When we looked at action sports, we saw a unique consumer segment that was underserved in terms of product innovation," Nike's chief executive and president, Mark G. Parker, told the New York Times.

Nike entered surfing, first through Nike 6.0 then via Nike Surfing which picked up rising stars such as Julian Wilson, Kolohe Andino, Laura Enever and Carissa Moore. Nike chose to compete for the same marketshare as its subsidiary, Hurley, by manufacturing its own Nike branded surfwear.

All three action sports – surfing, skating, and snowboarding – have an insular core of participants and demand a high level of bona fides from companies wishing to do business. Nike, with a distinct lack of surfing tradition and an overly corporate image, were apparently unable to win surfers over. Tough financial times would also have contributed.

The changes to Nike mean Hurley will have nine surfers on tour yet only sponsor one event - the Hurley Trestles Pro – in 2013.

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