Sep 30, 2016
2 minutes
Hurley Surf Club launches
Sep 30, 2016
Hurley is activating its community in the style of its parent company, Nike, as it launches the Hurley Surf Club, its new project to help surfers improve their skills in the water.
Being billed as "your source for progression in the water," Hurley surf club is aiming to create a community for Hurley's core consumers who actually surf.
The program is free to attend and is being offered in 6 key global Hurley markets of California, New York, UK, France, Spain; and Australia with mobile sites for CA and Australia.
The program will offer Q&A with Hurley athletes, physical training sessions, in water coaching and expert video analysis. For surfers who are outside the 6 geographic regions where the Surf Clubs are launching, there is an online feature where they can submit their own video and receive coaching feedback within 24 hours.
It comes as no surprise that this sounds similar in character to Nike Run Clubs which are one of Nike's tools to generate heat in the community through a grassroots program. Nike owns Hurley.
When asked about the similarities, Evan Slater, Hurley's Brand Communication Director explained, Nike is always an inspiration. But instead of just copying and pasting 'what Nike does,' we really focused on the surf consumer and their true needs. How can we add value to their lives and make their surfing experience better? We thought giving surfers access to the best coaches and surf experts along with access to their favorite athletes accomplished that."
The Hurley Surf Club aims to meet the needs of the whole range of surfers from beginner to established. It will post weekly skills videos online, and is fundamentally targeting the high school student who wants to improve their sport.
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