Nike 6.0 Continuing Push into Action-Sports Industry
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.
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Posted on Friday, April 4th, 2008 in Surfing, Brands.
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April 4th, 2008 at 2:50 pm
I was pretty skeptical about nike getting into surfing at first but I like what they’ve done so far and their shoes are actually kind of cool looking.
I heard nike had Tiger and M.J. call Jordy and they were even going to create an ‘air jordy’ shoe… do you know if there is any truth to that?
April 4th, 2008 at 3:15 pm
I felt the same way initially as well, but they seem to be going about it in the right way.
As far as M.J. and Tiger contacting Jordy, I read that in a couple of places as well. I know they went hard at him so it wouldn’t surprise me.
April 5th, 2008 at 1:15 pm
Keep surfing in the hands of surfers. Nike’s not surfers. Outsiders like energy drinks and car companies are cool because they give for the association but don’t take from those built the industry out of passion. Jordy is a hero. And so are all the other surfers that choose whats right. Heard Slater turned em down too, but nike was able to keep it out of the press.
April 5th, 2008 at 10:01 pm
Doubtful Nike tried for Slater..since 6.0 is all about “the next generation.” As for Tiger and MJ, if Jordy and action sports are even on their radar, that’s great for surfing. Jordy and Dusty both slay it.
April 8th, 2008 at 12:26 pm
nike’s already making VANS knock-offs
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