Quiksilver Corp Cuts To The Core

by The Editors on February 25, 2013

Quik Logo10In the race for corporate “efficiencies” Quiksilver is making some pretty big changes.

In addition to COO and Global Brand President Craig Stevenson resigning (he’ll be paid through October 31, 2013), the company is apparently cutting the snowboarding team (but keeping Travis Rice) and cutting the skateboarding team (but keeping Tony Hawk). The Quiksilver surf team has also been reportedly trimmed by several surfers. There are also rumors that Quiksilver Women, the Waterman Collection, the VSTR brand and Dane Reynolds side project Summer Teeth were also set aside.

Over at DC Shoes they’ve cut their entire BMX team and their surf team. There is also mention of auto (and co-founder Ken Block himself) being cut as well. As one surf industry stalwart ironically put it, “Can’t wait until the same thing happens at Billabong.”

One thing to remember: Hollister doesn’t spend a dime on “core teams” and they don’t seem to be having any problem in the “So Cal inspired clothing for Dudes and Bettys” space. Still no official word from Quik, but then again, their information distribution department never has been very effective. We’ll let you know if and when anyone shares any information on what is obviously a very bad day for action sports athletes, media, and the industry in general.

[Editors Note: The details in this post have been in flux all day thanks to various sources adding and subtracting details. So far, no replies to emails sent to Quiksilver corporate PR and other contacts.]

{ 16 comments… read them below or add one }

Boardrecycler.com February 25, 2013 at 4:30 pm

The day of the “core” is dead. It’s all mega corps now chasing the $ from the pacsuns, tillys, buckles, and zumiez of the world.

awesome good job February 25, 2013 at 4:32 pm

they also cut the entire skate program…cept for tony hawk.

jackohole February 25, 2013 at 5:06 pm

fucking bloodletting

BehucoBob February 25, 2013 at 6:14 pm

Actually, ‘Core’ was the beginning of the end and you can thank MCD and Michael Thompson for the state of much if surfing today. Good Riddance Corpos posing as surf brands and welcome to any true soul brand to replace these posers.

dom February 25, 2013 at 7:08 pm

So is this the first domino to fall in Boardsports? With Billabong losing over 500million in the last 2 quarters, you have to think their action sports team and event properties will be soon to follow… How will this effect the ASP World Tour? … especially the ‘QS surfers… just speculating but most of the events, if there any left, wont be very well attended. Big opportunity for the ‘B’ core brands to step up and take back the sport! use this as another case study in American Corporate Culture, greed is NOT good kids, good is good!

susan young February 26, 2013 at 10:11 am

good times just keep rolling

stu February 26, 2013 at 10:58 am

@boardrecylcer. no it isn’t. the “core” brand will actually thrive now. we’re weeding out the brands that tried a bigger mass cross over on their own (Billabong & Quiksilver). surf brands will never become HUGE due to seasonality. so welcome in the age of surf brands that are subsidiaries of larger corporations (Hurley, Volcom, Vans) that are run people people in the surf/skate industry and the CEO’s have a hands off approach.

Frank February 26, 2013 at 4:00 pm

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