Former surf brand Hurley releases the “Hurleyverse” where fans can “surf the wave of web3” with a “customizable NFT sloth”

A happy place where Filipe Toledo can't get hurt (physically at least).

The former surf brand Hurley, main sponsor of last year’s world champion and this year’s world champion, the timid Filipe Toledo, has put competitors Quiksilver, Billabong, RVCA and Volcom on notice, hours ago, first teasing, then releasing the stupidest piece of surf adjacency yet.

You, certainly, thrilled days ago when Billabong and RVCA, all owned alongside Quiksilver and Volcom by Authentic Brands Group as of tomorrow, began dumping uncool t-shirts in Costco. The “Battle for Beard Oil” certainly on as the four onetime legitimate brands became simple logos ready to be slapped on hand sanitizer, blenders and spice cabinets.

An arms race with the aforementioned Hurley, owned by Bluestar Alliance, which slaps its simple logo on fingernail clippers, inflatable pool toys and dog collars.

Early betting was favoring Authentic Brands as they have four logos including a mountain plus wave, stylized wave, RVCA and “the stone” to Bluestar’s one )(.

Alas, Hurley’s genius should never have been doubted for, days ago, the logo’s Instagram account teased something that looked dumb, declaring, “Something big is coming… 8.30.23”

But how dumb would it be?

Dumber than even the most bullish could imagine.

Introducing The Hurleyverse™.

“Surf the wave of web3, Hurley style with the Hurley Super Surfer video game. Power up your gameplay by collecting Hurley Sand Dollars, surf with a customizable NFT sloth, and more. Link in bio to learn more and download now.”

The only change I can suggest is making the sloth a cowardly lion instead and make the wave a shallow barreling left so that surf fans could make the li’l guy paddle.

Otherwise, ball’s in your court Authentic Brands Group.