In the light of Hurley's implosion and subsequent ripple effect to other surf co's, it's a decision that now seems positively divine.
Two thousand and eight seems a lifetime ago, don’t it.
I was busying myself on a niche magazine, had friends, a functioning hip, children, a wife that was in love with me more or less, cash in the bank and a dark side which I was careful to only explore while abroad.
Like I said, a lifetime ago.
But it was in the otherwise unremarkable year of 2008 when twenty-year-old Jordy Smith, touted, then, as a world title certainty, made a decision that, in the light of Hurley’s recent implosion and subsequent ripple effect to other surf co’s, seems positively divine,
Do you remember?
Big bidding war.
Everyone wants the kid before his rookie year on tour.
Eventually the suitors slim down to O’Neill and Nike.
Nike offers five-mill, O’Neil two.
Nike pulls in the heavy-hitters.
Tiger Wood calls Jordy. They speak for forty-five minutes.
Michael Jordan sends Jordy an email reflecting on the similarities of their name. Jordan Michael Smith.
An advertising campaign is planned with the slogan Air Jordy.
Jordy receives, in the mail, the boot Ronaldo used to kick a goal in a World Cup final.
Another day, he gets a set of Tiger’ clubs.
Jordy is flown to Nike’s US headquarters to meet the company’s co-founder Phil Knight.
“He gave me advice on how he went about it when he was my age, and told me about the company he was with,” Smith will tell The Sydney Morning Herald. “It was kind of baffling in the beginning. You don’t know what to say because he’s such a high-profile guy, but you just cruise with it.”
So what’s Jordy do?
He signs with O’Neill, for three million bucks less, because they’re in the game for the long haul.
A dozen years later, he’s got a beach house at Log Cabins, is successfully enduring marriage, is rated third in the world and, still…
…still…
He draws honey from the O’Neill teat, long after Nike, and now Hurley, gave up on surf.
A prophet, one might say.
Commented on Disqus? Log out, tap the Disqus button, and your old name and comments come back. The box is ours.
Your comments are still here. Every one of them.
Twelve years of BeachGrit comments came across from Disqus. Connect and we will show you how many are yours. We get your username, nothing else.
Connect Disqus to reveal.
Tiger has enjoined a variety of pussy but jordy’s girl look like something you would find in a box on a shelf in Walmart
I’m not that interested in reading about the “white chocolate” or why his story is a metaphor for the rise & fall of the surf industry. He’s a bit dull.
Let’s explore this dark side of yours Derek on here with your closest friends.
Its lucky you’re not a touring pro.
DR your autobio is going to be worth the read … a sordid tale of a surf jounalist from wee Perth. My order is in. You have seen a lot since those early ASL days.
I’m gonna call it : jordy to win 2020 on a board he handshapes. It would be epic
O’Neill Epic?
Handshaped board with lots of🤘?
Not that much money in surfing compared to other sports. You never know when your value will drop be it injury or your not the hot item anymore. I would have taken the 5 million.
Just a guess but I’d say that Jordy being the sneaker/kicks super fan/collector that he is, the negotiation with Nike might have broken down b/c Nike would not agree to release a Jordy Smith Signature shoe designed by Jordy.
Imagine:
Jordy: “I’d sign if you released a signature Jordy Smith shoe that I could design myself, 100% creative control.”
Nike: “You’re a surfer. Surfers don’t wear shoes.”
Jordy: “But….but..”
Nike: “If you’re gonna suggest we get in the bootie market, we’ll go ahead and not sign you, and release an Error Jordy shoe, just out of spite.”
Edit: The CT Pros should unite and strike. Refuse to compete. Flex their collective bargaining power. They really don’t have much to lose at this point. What would WSL do if all athletes refused to compete after the Olympics? Hype in the air. Good time to picket sign the WSL, draw inspiration from BG billboard picket sign.
Not the best business decision, but kudos to Jordy for going with O’Neill
Imagine the big ticket promo crap you’d have to do with Nike.
Beats wearing a Red Bull hat.
Come on DR – he could be at least $20m pre-tax dollars up. That goes a long way. His cash at O’Neill will fall significantly shortly. Jordy could be feet up and fancy already with those louts !!!!
Not sure DR has ever been the best person to take business advice from?
it was his father decision. Now he will make a lot of money with Smith Surfboards also
That was one of the the best moments in STAB in the dark.
When he realised he had been riding his Dads board.
And should have been for years
My claim to fame? I have never even bought a pair of socks from Nike. Never will
What did you whack into in your formative years?
What do you use now?
nike socks. forever young.
Same pair?
Pillowcase all the way
JUST DO IT.
Careful, measured, sensible. Boring. Yep, it’s Jordy.
Take Your Performance
to Another
Level
HURLULEY
https://uploads.disquscdn.c…
“The closer the nips the tighter the ship”
Olde grumpy local hymn.