Nike will suspend direct investment in surfing, starting in 2013. The US company will drive all surf-related operations through Hurley.
The relationship between Nike and surfing has been unclear and ambiguous over the last 25 years. The footwear company kicked off its adventure in wave riding with the creation of Nike Aqua Gear, back in 1990.
The brand was designed to target surfers and volleyball players, with the helping hand of Laird Hamilton. Two years later, Nike would leave the project.
Ten years after, Nike bought Hurley and decided to create Nike 6.0, the extreme sports sub-brand. At the time, bodyboarders got furious because their sport was left out of the investment.
In the last years, Nike invested large amounts of money in sponsoring surfers and putting up high-end surf contests, like the US Open of Surfing and the Nike Lowers Pro.
Now, Nike speaks of transferring investment to another brand, which will affect Julian Wilson, Michel Bourez, Adrian Buchan, Miguel Pupo, Alejo Muniz, Brett Simpson, Kolohe Andino and Yadin Nicol. The "N" surf sticker will be replaced by an "H".
Curiously, Nike will keep its investment in the extreme sports, by channeling funds to snowboarding and skateboarding.
