The future is so dim I need specs!
The rise of Hurley from highly-regarded surf brand to must-have everything everywhere all at once is one of the more exciting bits of our new surf epoch. Those who dabble in history will certainly know the Hurley name. Bob, its onetime owner, made it very famous through his surfing then shaping expertise and also financial wizardry. Not yet thirty, the handsome man scooped the U.S. Billabong license for $40,000 and turned it into a $100 m business. After that he went out on his own with Hurley, which sold to Nike for hundreds of millions more, and then, four years ago, sold to Bluestar Alliance.
Derek Rielly wrote at the time, “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.”
Surf fans thrilled when fingernail clippers, pool toys, beard oil and Kai Lenny soon appeared on the market.
All absolutely perfect for an aging demographic but new-and-improved Hurley is not finished. After sponsoring the 47+ set’s favorite wave, Sunset Beach, the house has just released a line of very stylish readers at Walmart for the almost too good to be true starting price of $138.
But what is your position vis a vis readers? Do you rage, rage against the dying light and sit in your bed squinting hard at BeachGrit‘s famously cantankerous comment thread or have you given in to the joy of spectacles?
Will you swap them out for a pair of Hurleys?
More as the story develops.