Leaked images: Former high-end surf brand Hurley pivots to inflatable pool floats and “performance” bodyboards!

Not recommended for use in the ocean etc.

A little shy of one year ago, Nike sold Hurley to “brand management company” Bluestar Alliance.

The sale followed Volcom’s to the Authentic Brands Group, makers of iconic velour tracksuits, in April and Rip Curl to camping equipment retailer Kathmandu.

(Bob Hurley, of course, had sold his eponymous brand to Nike for a hundred and twenty mill in 2002, three years after Hurley International was launched.)

As previously reported, the way Bluestar works is it identifies brands it wants to buy and once they get the keys, “our team of experts embark on a complete and thorough understanding of the brand’s potential channels of distribution and price point strategies. We create tools such as brand development profiles, trend guides, style guides and marketing strategies. These marketing materials portray graphic illustrations and a strategic marketing road map to enhance consumer brand recognition.”

The focus at Hurley shifted from R and D, maintaining a dazzling surf team, high-end accounts and so on to a model focussed on the bottom line.

Which means that anything that can fit a H on its tube, shoe, can or box will be licensed.

As leaked concept drawings show, new Hurley products include inflatable pool tools, a Wave Runner, a Wave Barrel and a Lounger and “performance” bodyboards.

No prices available, yet.

Bob, meanwhile, has partnered with former Hurley rider John John Florence with their Florence Marine X brand.

“I am excited to announce Florence Marine X, an apparel brand I am proud to launch alongside Bob Hurley, who has been an inspiration to me over the years, along with longtime friends and industry leaders. We are excited to explore what’s possible and build products that celebrate the ocean, sustainability, exploration and overall just doing the right thing. I’m looking forward to the road ahead and invite you to follow along in this new adventure,” says John.

“We are incredibly energized to embark on this journey with John, his curiosity, vision, and obsession for exploration are unsurpassed. We’ve been on the same team before and we really had a whole lotta fun,” says Bob.