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Details on Industry Insight.
Since Kelly Slater won his 10th world title, I have been spotting KS10 logos all over stores from San Diego to San Francisco.
We followed up with Kelly’s longtime sponsor, Quiksilver, to find out more about how the company is celebrating and marketing his big win.
Quiksilver Director of Marketing Eddie Anaya said the company has been working closely with the entire Quiksilver family worldwide to develop a global campaign that literally activated the moment Slater sealed the title.
(Right: A window at Jack's in Huntington Beach.)
Within minutes of Kelly’s big win in Puerto Rico, T-shirts, stickers, hats, window displays and posters hit core shops and Quiksilver retail stores across the world. Anaya said the company worked closely with their partners in Europe, South Africa and all of Asia and the Americas to pull it off.
“Winning one world title is an epic undertaking let alone 10. This historic moment not only cements Kelly’s legacy as the greatest surfer of all time but in our opinion the most dominant athlete in any sport. The achievement was beyond just our brand so we wanted to honor it in a way that had integrity and we wanted to have some fun as well,” said Anaya.
Quiksilver developed a line of KS10 product that was available online immediately after Kelly’s quarterfinal heat and began shipping products to retail accounts so they arrived within 48 hours of Kelly’s win.
(Right: Special product marking the 10th title.)
Anaya said the Quiksilver graphics team created KS10 POP packages and worked hard to design custom window displays, in-store environments and product sections so “the entire surf community could join in the party.”
Quiksilver pre-shipped more than 150 KS10 POP kits to its key core accounts and also sent KS10 POP kits to more than 100 Quiksilver retail stores across the globe.
Shops like Surfside, Jack’s, and Huntington Surf & Sport had their windows up as early as 30 minutes after things became official, said Anaya.
“We rallied hard to flip the switch and make an impact as quickly as we could.”
(Right: The Surfside window.)
See Page 2 for more