Sponsors
Billabong ▼ -0.007 | PPR ▼ -0.40 | American Apparel ▲ +0.038 | The Buckle ▼ -0.47 | Columbia ▲ +0.24 | Deckers Outdoor ▲ +0.38 | Dicks ▼ -0.80 | Foot Locker ▼ -0.71 | Genesco ▼ -0.67 | Iconix Brand Group ▼ -0.39 | Jarden Corp ▼ -0.97 | Nordstrom ▼ -0.59 | Luxottica ▲ +0.55 | Nike ▼ -0.78 | Pacific Sunwear ▼ -0.02 | Skullcandy ▼ -0.03 | Sport Chalet - 0 | Urban Outfitters ▼ -0.18 | VF Corp ▼ 0.00 | Quiksilver ▲ +0.13 | Zumiez ▼ -0.36 | Macys ▼ -0.76 | Tillys ▼ -0.17 |
Ticker Sponsor
Readers Say
Since the inception of Executive Edition, I only need 1 stop
Since the inception of Executive Edition, I only need 1 stop

As a retailer in the surf industry for the past 21 years, I have had to use multiple sources to stay informed to the news within surf. Since the inception of the Executive Edition of Shop-Eat-Surf.com, I need only one stop. Thanks for providing such a valuable tool to all of us in the industry. Shop-Eat-Surf is a must read for all of our staff at Maui Nix.

- By George Karamitos, CEO, Maui Nix
It pertains to my business
It pertains to my business

I’m an avid reader of Shop-Eat-Surf because it’s really the only online newsletter that I have found that is not only industry related, but also because it’s not so “guy-centric.” I find that a lot of the information I read on the site pertains to my business (as a swimwear designer) and keeps me up to date on what other companies and other women in the industry in general are doing which is not only inspiring but also helps me gauge the future direction of my business as well.

I feel privileged to read the Executive Edition because I know I am getting insider industry information before it hits the mainstream media channels. And it’s always good to know what my friends are up to in the industry.

- By Monica Wise, Founder, L*Space
Industry Insight

SDSI recaps FundSource OR success. Four reasons for B2B companies to embrace ecomm from NuORDER.

Details on Industry Insight.


Tiffany Montgomery
Print This Article

O'Neill debuts technical Superkini

By Shelby Stanger
May 11, 2011 5:30 AM

O’Neill debuted a new girl’s swimsuit this season called the Superkini that the brand is launching with a big marketing push including a contest and giveaway.

 

We talked to O’Neill Girls Director of Marketing Cedar Carter to find out more about the strategy behind creating a technical girl’s swimsuit.

 

What makes the Superkini so special?

Cedar CarterCedar Carter

The O’Neill Superkini has 200% more grip than a standard Lycra bikini, so it really sticks with you. It’s fashionable and functional -- great for surfing, diving into a pool, jumping into waves or just hanging out.

 

Why doesn’t it doesn't fall off when you are surfing? 

It utilizes a technically advanced fabric called NANOFRONT™ that creates frictional force when wet. I’ve personally tested it (of course) and there was not a single adjustment necessary. Surfers can simply focus on surfing and not worry about adjusting their bikini when they stand up.

 

The interior feels similar to a thin ultra suede, so it’s incredibly comfortable. The Superkini is fully lined and the fabric is denser than standard Lycra so it is not see-through.

 

What's been the response from team riders?

They love it. Malia Manuel is an avid fan, and surfs in it all the time. The general comment I receive from all our riders is “Wow, this is so cool. It really doesn’t move!”

 

What's the strategy behind the launch?

Facebook Oneill We have two solid go-to styles available this year; and given the great response so far, we plan to expand the collection for Spring 2012 with more silhouettes, fun colors and diverse prints.

 

As part of this year’s global launch, we've kicked off a  social media campaign and worldwide contest: girls can enter on facebook.com/oneillgirls until May 15th for one of 12 trips to Ibiza for our huge One Way Runway event on June 9th.

 

We received nearly a thousand entries in the first few weeks of the contest. The top three girls voted by our Facebook fans will automatically win trips to Ibiza, and additional winners are selected by O’Neill.

 

The finalists will each be given a Superkini of their choice to walk down the One Way Runway, positioned on a side of a cliff…and the final winner MUST have the guts to jump off the end of the ‘One-Way Runway’ into the ocean.

 

The winner of our One Way Runway contest will participate in a photo shoot at a secret beach location in September 2011 to star in the Spring/Summer 2012 campaign, and will receive a modeling contract from Next Model Management.

 

See Page 2 for price points, more

 

 

Previous 1 2 Next

Articles You Might Have Missed