The deep pockets of Nike accelerated the integration process of their Nike 6.0 brand into the surfing industry. Their willingness to dig into those deep pockets means they’re probably going to be around a while.
16 yr. old Carissa Moore appears to be the latest of surfing’s bumper crop of young phenoms going with the brand that Jordan built. Evan Slater from Surfing wrote that “according to her longtime agent, Bryan Taylor, she’s agreed to terms on two major deals – one with Red Bull and the other with Nike 6.0….All said and done, the 16-year-old Punahou junior will likely be enjoying one of the most lucrative contacts in female pro surfing history (estimated to be in the range of three-quarters of a million dollars by one anonymous source).”
Nike 6.0 has already grabbed onto a solid number of up and coming rippers, such as Dusty Payne (recent winner Oakley Junior event in Bali), Koa Smith, and Nat Young (recent winner at O’Neill C.W.C.). They held nothing back and brought out all the stops (phone calls from Tiger, soccer kicks from Ronaldinho) in an unfruitful and well-publicized attempt to sign Jordy Smith last year. Their first ASP surf comp., the 6.0 Lowers Pro, went off smoothly in May and becomes a 6-star ‘QS event in ‘09. Now with the addition of Carissa to the women’s side of things, there are plenty of clear indications that Nike’s venture into the surf industry is one they are seriously committed to.
What does all of this mean? Nike wants in on the surf industry and is willing to freely drop the money to do it. By snagging onto as much of the junior talent as possible, as well as getting involved with the ASP tour circuit via the WQS, they are hoping to set themselves up for big things down the road. Will it work? It’s hard to say right now. While it’s cool to see surfing’s youngsters get financially rewarded in ways we’ve never before seen, the surf industry as a whole can be pretty fickle and it’s going to take more than star power and loads of cash to get the respect of surfers worldwide.
Whatever the outcome, Carissa Moore has to be seriously pumped on her huge new deal. She’s definitely quick to realize the magnitude of joining forces with a company that has all of the assets that Nike currently holds, even if they are unrelated to surfing, “It’s just an honor to be a part of such an incredible team. It’s very humbling when you look at the caliber of the athletes Nike sponsors.” Carissa Moore is now the newest one of those high caliber athletes and we all look for big things from her in the years to come.
Posted by Shaun on Monday, November 17th, 2008 in Surfing.