A game of musical chairs is playing out in the surfing world right now. Former Rip Curl pin up girl Stephanie Gilmore has signed with Quiksilver, while Nike 6.0 have snared the prized signature of fellow Aussie surfer Julian Wilson, a former Quiksilver client.
The Nike signing created the most interest though.
A couple of years ago, Nike 6.0 tried to sign South African surfing superstar Jordy Smith. They failed. And since then they have waited patiently for a big signing. They are only just starting to make inroads into the surfing world, but with a growing product line, cash to burn and a nous for selecting the right talent, Nike 6.0 will no doubt become a serious player in an industry that rewards good moves. And the signing of Julian Wilson is a good move.
You’ve got to admit, Nike entering surfing is a good thing. Here is a company that knows how to market and leverage sport. They have the experience, resources and money to progress the professionalism of surfing. They also know that having the right surfers wearing their stuff will dramatically close the gap on other established surf wear brands like Quiksilver, Rip Curl and Billabong. Nike also brings more money to the pot and that means more bargaining power to surfers and better pay.
Quiksilver, long considered the Nike of the surfing world, has successfully built a mega-brand over the years with the help of golden child Kelly Slater. Slater has done enormous things for the Quiksilver. It’s just another example of the power and influence brand ambassadors can have. And that’s why Nike 6.0 knows it can compete in this market.
Nike doesn’t have the rich history and great story that the other surf wear brands have. But it doesn’t need to. If the hottest young surfers are sporting Nike 6.0 stickers on their boards then the groms will soon follow.
