Nike’s push into the action-sports industry took another large step with the recent announcement of the upcoming 6.0 Lowers Pro. It will be held at Trestles in San Clemente, Ca. for the first stop of the Macy’s California Trifecta Surf Series April 29 to May 3, 2008. The ASP and WQS event will initially launch as a 4 Star for 2008, and as part of a three-year deal, will upgrade to a 6 Star in 2009 and 2010.
Nike’s venture into the action-sports world has been fun to watch. They went pretty hard after Jordy Smith, only to lose him to O’neill. Their signing of Dusty Payne to their surf team was huge for them, and their continued progression in this direction will bring a lot of positives to the world of surfing.
While the money for sponsorship contracts continues to move northward, the prize money for tour events has been relatively stagnant over recent years. Having an ‘outsider’ company with the deep pockets of Nike throw their name onto the tour scene will put pressure on the big boys(i.e. Quiksilver, Rip Curl, Billabong, O’neill) of the action-sports industry to up the ante. Production value for the WCT events still leaves a lot to be desired as well. As Nike 6.0 continues in this direction and eventually makes a move for ‘CT events I look forward to seeing what they will bring to the table when it comes to putting on events, as well as their production of webcasts.