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Hurley launches campaign, flies Phantom technology

Rob Machado, Indonesia © Hurley

Industry News

'True Innovation' campaign featuring patented Phantom boardie technology

Surfersvillage Global Surf News, 2 February, 2011 : - - Costa Mesa -- Youth lifestyle brand Hurley announced today that it is launching a fully integrated campaign celebrating its award-winning Phantom Boardshorts. Called 'True Innovation,' the campaign underscores Hurley’s ongoing commitment to creating new, game-changing product.

Phantom Boardshorts – containing technology for which Hurley recently received a US Patent* – are the latest example of this commitment. “When we tested our first pair of Phantoms four years ago, it felt like we just walked on the moon,” says Hurley VP of Design Ryan Hurley. “It was on a whole new level performance-wise. Phantom is a result of our relentless drive to make a better boardshort.”

The True Innovation campaign – featuring this season’s assortment of Phantom Boardshorts -- is an enriching experience for consumers at all touch points. Using smart phone technology at both retail and in print advertising, Phantom comes to life and lets fans learn more about the boardshorts’ attributes, hear athletes’ stories, browse the full collection or find the nearest exclusive Hurley Phantom retailer. In addition, offers an even deeper dive into Phantom world, including a gallery on the boardshort’s genesis.

Stretch fabric, originally used by Nike-sponsored European Olympic swimmers, proved revolutionary when Hurley designers worked with athletes like Rob Machado and applied it to boardshorts in 2007. With attributes like four-way stretch up to 120 percent, water repellence and minimal weight, Phantom quickly became the gold standard for high-performance boardshorts.

Since then, Phantom has won the Surf Industry Manufacturer’s Association Boardshort of the Year for two consecutive years. Hurley is now elevating Phantom Boardshorts in new, meaningful ways – and this starts with the True Innovation campaign. “Boardshorts are the heart of our brand and will continue to be our biggest focus,” says Hurley Chief Marketing Officer Mark Weber. “True Innovation isn’t just a campaign; it’s part of our DNA.”

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Hannah Stember

Industry - Surfersvillage


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