Nike Pulls Head Out Of Ass On Surf

by The Editors on November 27, 2012

Nike-LogoLarge companies often make seriously idiotic decisions. For instance, when Nike bought surf brand Hurley back in 2002 someone at the company decided that even though they had a solid surf brand, they would also dive into surf category with the Nike brand and compete directly with the company they just bought. Well, those days are reportedly over according to a story on Shop-Eat-Surf.

Nike is announcing this morning it will exit the surf category for the Nike brand and roll all surf resources under the Hurley umbrella, including Nike’s marquee young surf team riders like Julian Wilson, Carissa Moore and Kolohe Andino. . . . Going forward, Nike will focus Nike action sports on skateboarding and snowboarding, a company spokeswoman said.

Nike has done quite well in skateboarding, but we’ll bet their snowboarding efforts will continue moving in a direction very similar to their surf work. Then again, maybe they could buy an established snowboard brand. Hmmm, anyone know any recently streamlined companies with a strong last name and great brand recognition?

[Link: Shop Eat Surf]

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