Surfing has been culture based since its birth. Its always differentiated itself from other alternative sports in that the attitude is light-hearted, the playing ground is facilitated by Mother Nature, and the material is modest. But as supported by Laird Hamilton’s sponsorship with American Express, Reef Macintosh’s sponsorship with Audi, and now 17 year old Carissa Moore’s change in sponsorship from women’s surfing brand Roxy to athletic brand giant Nike, surfing has matured to its stage of teenage rebellion.
A bigger brand like Nike no doubt provides a bigger paycheck. Nike promises Carissa increased travel opportunities, reaching more surfing destinations while working around her busy school schedule. The brand can also promise her stability in this relentless recession.
And Nike wants Carissa to represent the brand. She blended in with the rest of “the most influential surfers of the year” on the cover of the December 2008 issue of SURFER magazine. She recently beat seven-time world champion Layne Beachley in the final to become the youngest Reef Hawaiian Pro Champ. She is the leader of the pack in the new generation of women’s surfing.
Nike has told the surfing industry to “Just do it,” by sponsoring several of Hawaii’s rising stars: Kauai’s Koa Smith, Maui’s Monyca Byrne-Wickey and now O’ahu’s Carissa Moore. So now the surfing industry welcomes the brand that has already tapped into every popularized sport across the globe, carrying high-profile representatives. It has Lebron James, Tiger Woods, the Williams sisters, and it wants Moore.
A bigger brand like Nike no doubt provides a bigger paycheck. Nike promises Carissa increased travel opportunities, reaching more surfing destinations while working around her busy school schedule. The brand can also promise her stability in this relentless recession.
And Nike wants Carissa to represent the brand. She blended in with the rest of “the most influential surfers of the year” on the cover of the December 2008 issue of SURFER magazine. She recently beat seven-time world champion Layne Beachley in the final to become the youngest Reef Hawaiian Pro Champ. She is the leader of the pack in the new generation of women’s surfing.
Nike has told the surfing industry to “Just do it,” by sponsoring several of Hawaii’s rising stars: Kauai’s Koa Smith, Maui’s Monyca Byrne-Wickey and now O’ahu’s Carissa Moore. So now the surfing industry welcomes the brand that has already tapped into every popularized sport across the globe, carrying high-profile representatives. It has Lebron James, Tiger Woods, the Williams sisters, and it wants Moore.
