Nike bought Hurley almost a full decade ago. When this happened I was in the 6th grade and my best friends and I were in a consistent and heated debate about which surf company was the most cool: Volcom or Hurley. Both were relatively fresh to the market and both had the rebel vibe we all carried at the core of our adrenaline loving selves.
I am not going to lie, I was the biggest Volcom lover…the stone was on all my clothers, all my notebooks, my skateboards, my desk, computer…if I could find a place to show the world how cool Volcom was, I made certain to do so. And thus, when it was discovered that the great Hurley had succumbed to the wretched sweat-shop loving and non-surfing Nike, I had won the battle. Every true dude I knew abandoned the banana and fell in love with the Stone and the beginnings of RVCA, two companies that had art and surfing.
Now when I say we abandoned Hurley…I mean we really hated Hurley. We put its clothes at the back of our closet, we prayed for holes in our wetsuits so we could get new ones made by someone else, we even scribbled over past doodles. We all knew we would never be buying Nike, and thus Hurley was out of the question. Must not have been more than 3 years later that Nike introduced Nike SB to the world…the cool way to say SkateBoarding apparently. We all laughed at the idea. How stupid were they? Didn’t they see everyone hated Hurley being bought by them?
Today, as I write this little intro post I can leave this webpage and visit the Nike 6.0 website where some of the most talented young surfers in the world are featured left and right. Some of these aforementioned surfers even have deals that ink them exclusively with Nike, Target, and Red Bull…3 companies whose owners have never stepped on a beach. Open up a surf mag nowadays and you see the Nike logo airbrushed into photos over the spray thrown by the incredible turn of the grom. Watch a webclip and there is a chance it is sponsored by Nike or Hurley.
The point is this. We are losing surfing to money hungry pigs who don’t shred and we once said we would never let those losers even get into the industry. Our best shapers are having to start new careers to keep from going bankrupt and…TARGET SPONSORS SURFERS.
My friends, it is time we wake up. The web can be used for good, we can advertise good true causes, we can post incredible surfing that is not edited or sponsor littered…we can be good people, good surfers. Read this blog.