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Nike is further emphasizing its decision to embrace the swoosh in action sports by changing the name of the US Open of Surfing this year.
The widely-attended contest and week-long festival will be called the 2011 Nike US Open of Surfing.
The change is part of Nike’s new strategy to speak with one voice when it comes to Nike branded action sports. Nike 6.0 product and branding is transitioning to just Nike, for example.
(Read an in-depth story about the strategy behind that and other changes at Nike Action Sports here.)
Hurley and Converse are keeping their separate brand identities, however.
“Nike Action Sports is making an overall effort to elevate the swoosh,” said Kevin Imamura of Nike. “Much like ‘The Chosen’ (advertising) campaign that aired last week, the US Open is a key moment for us where we can bring action sports to a wider audience.”
Last year, the contest was called the 2010 US Open of Surfing presented by Nike 6.0, Converse and Hurley.
In 2009, the contest was called the 2009 Hurley US Open of Surfing.
All three brands – Nike 6.0, Hurley and Converse - were presenting sponsors each year, however, the top line name of the contest has changed.
Here is the official press release about the 2011 Nike US Open of Surfing:
2011 Nike US Open of Surfing Set To Deliver Another Historic Week of Sport, Music and Art at Huntington Beach
Huntington Beach, CA – The US Open of Surfing has a storied reputation for going big. This year will only add to that legacy as title sponsor Nike – along with presenting sponsors Hurley, Converse and Nike 6.0 – continue to elevate the event as the world’s largest youth culture and action sport festival. With more than 500,000 people in attendance along a 14-acre stretch of sand on the south side of Huntington Beach Pier, the Nike US Open of Surfing showcases the best in surf, skate, BMX, music, fashion and art.
"It's hard to match the experience of the world's best in sports, music and art coming together on the beach in one of action sports' most iconic locations," said Sandy Bodecker, VP Nike Action Sports. "Our commitment this year is to bring the energy from Huntington Beach to even more fans across the world.”
The 2011 Nike US Open of Surfing will run from July 30 to August 7. All events are FREE and OPEN TO THE PUBLIC or can be viewed live daily at www.usopenofsurfing.com. The event is owned and produced by IMG, the global leader in sports and entertainment.
Anchored by the world’s largest professional surfing competition, the $460,000 US Open is a pivotal point on the ASP World Tour for both the men and women. The Men’s side will feature a North America ASP Men’s Prime event with valuable points on the line right before the coveted ASP Top 34 rotation.
For the women, the US Open of Surfing will witness the final event of the 2011 ASP World Title Tour and potentially crown a women’s world champion in Surf City this summer. “I’m really excited to be returning to Huntington Beach to try to defend my US Open title,” says Hawaii’s Carissa Moore. “It’s so fun to be competing in front of so many people!”
In addition to the high-stakes Mens and Womens divisions, the US Open will feature a grade four men’s and women’s Pro Junior as well as the Pacifico Nose Riding Invitational – always a crowd favorite.
The action doesn’t stop at the shoreline. On the beach, Converse Coastal Carnage will once again host eye-opening tricks from the most talented and diverse crew of riders from across the globe as they skate in a state-of-the-art skate bowl. And, a stellar crew of BMX riders will push the realm of possibility at the Nike 6.0 HB BMX Pro.
The runway will be busy on Thursday, August 4 as five of the nation’s top high schools will compete for $25,000 in the Hurley Walk the Walk National Championship – the ultimate youth fashion competition. And the US Open Music Stage will host a soon-to-be-announced lineup of bands that will surely rival last year’s Weezer performance in front of 50,000-plus screaming fans.
Couple this with one-of-a-kind retail and brand experiences, more than 100 interactive exhibits, autograph signings, DJs and giveaways, and you have another summer to remember at the Nike US Open of Surfing. Be ready to dive into the madness starting July 30.
The Nike US Open of Surfing is proudly sponsored by G-Shock, Skullcandy, Red Bull, Pacifico, Paul Mitchell Salon Haircare, Invisalign Teen and Transworld Media.
NIKE, Inc. based near Beaverton, Oregon, is the world's leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly-owned Nike subsidiaries include Cole Haan, which designs, markets and distributes luxury shoes, handbags, accessories and coats; Converse Inc., which designs, markets and distributes athletic footwear, apparel and accessories; Hurley International LLC, which designs, markets and distributes action sports and youth lifestyle footwear, apparel and accessories; and Umbro Ltd., a leading United Kingdom-based global football (soccer) brand. For more information, visit www.nikebiz.com.
“Hurley is a company based on inclusion,” says chairman and founder Bob Hurley. This philosophy applied to Bob Hurley¹s early years as a Huntington Beach shaper, working with friends alongside the world¹s best athletes to make a better surfboard. It applied to the company¹s launch in 1999, when Hurley decided to start a brand that was a true microphone for youth. In 2002, Hurley was acquired by Nike ‹ the largest and most influential sporting brand in the world. Inclusion remains a guiding principle of the company today, where innovative products like Phantom Boardshorts and game-changing events like the US Open of Surfing continue to redefine what is possible in our world. Hurley headquarters are in Costa Mesa, CA with international offices in Sydney, Tokyo, Barcelona and Bali. www.hurley.com
Converse Inc., based in N. Andover, Massachusetts, is a wholly owned subsidiary of NIKE, Inc. Established in 1908, the Converse brand has built a reputation as “America’s Original Sports Company”™ and has been associated with a rich heritage of legendary shoes such as the Chuck Taylor® All Star® shoe, the Jack Purcell® shoe and the One Star® shoe. Today, Converse offers a diverse portfolio including premium lifestyle men's and women's footwear and apparel. Converse product is sold globally by retailers in over 160 countries and through 58 company-owned retail locations in the U.S. For more information, visit Converse on the web at www.converse.com.
About IMG Action Sports
IMG Action Sports is the action and lifestyle marketing division of IMG Worldwide. Specializing in the creation and development of active lifestyle targeted campaigns, proprietary action sports events and client management, IMG Action Sports also provides production and management services for clients such as Nike, Hurley, Vans, DC Shoes, Anheuser-Busch, Boost Mobile, Target Corp., Camp Woodward, Formula D, Rob Dyrdek Enterprises and more.
Operating in 30 countries, IMG's diverse businesses include: consulting services; event ownership and management; fashion events and models representation; licensing; golf course design; and client representation in golf, tennis, broadcasting, speakers, European football, rugby, cricket, motor sports, coaching, Olympic and action sports. IMG Academies are the world's largest, multi-sport training and educational facilities, delivering world-class training experiences to more than 12,000 junior, collegiate, adult, and professional athletes each year.