Nike expected to limit itself in surfing
Nike surfers to become Hurley surfers while brand keeps feet wet with shoe sponsorship
Surfersvillage Global Surf News, 27 November, 2012 : - - Nike will announce Tuesday their intentions to scale back their surf program. After pulling out of the U.S. Open of Surfing as a title sponsor earlier in the year, their roster of athletes, including Julian Wilson, Kolohe Andino and Carissa Moore, will be rolled over onto Nike-owned Hurley's team.
Nike has yet to release an official statement, but multiple sources both in Hawaii and Beaverton, Oregon, have confirmed that the downsizing of the Nike Surfing brand will be completed by Dec. 31. Based on those same sources, Nike will now focus on being solely a footwear sponsor, meaning that the swoosh will not disappear from surfers' boards completely, but the brand's presence and visibility will be considerably diminished.
They will lean on Nike SB, their successful skateboarding line, to provide said footwear. Nike will also be looking to dismantle their marketing program, including the ASP Prime Nike Lowers Pro scheduled for May, Surfline.com's "Wave of the Winter" contest that is currently taking place in Hawaii, as well as all of their endemic advertising.
Read the full article by Jake Howard at ESPN.com
Author: Jake Howard
Tags: Nike, Hurley, Sponsorship, Team