Here is the email from Bob Hurley sent to many in attendance at Surf Summit. The email arrived just as festivities were getting underway Wednesday night and shortly before Bob McKnight’s keynote speech.

The Hurley brand is no longer a SIMA member by choice and nobody from Hurley attended Surf Summit.

I asked Hurley for clarification for why the email was sent and what it means, but have not received any more details yet.

Bob Hurley email

Subject: Couple Thoughts on Surf

Hey Everyone… Hope all is well with you and your families.

These are incredibly exciting times for the sport of Surfing.  A generational shift continues to take place.  Innovative products and the contest performances they are inspiring (and inspired by) are nothing short of stunning.  While we have a healthy respect for the past, the immediate future is being led by the kids. The new WSL is doing an incredible job.  Led by Hurley athletes, it has a 2X viewership over last year.

The dynamic shift in the business model for Surf is equally exciting.  Over the past eight years, Hurley has committed to elevating consumer experience, athletes and innovation.  This has led to some significant business results for Hurley and our partners.

This year has started off really well for the Hurley Brand.  Two stripes everywhere!  Since December, Carissa Moore has won three events, Julian Wilson won the Triple Crown & the Billabong Pipe Masters, John John won the Volcom at Pipe, Kolohe won the Hurley Australia Open, and Filipe Toledo won the Quik Pro and the Oakley Lowers Pro.  They are creating a future (based on the modern foundation laid by the all time best, Kelly Slater) that we could have never imagined for the sport of Surfing.

As an authentic brand, Hurley in partnership with Nike, is continuing to elevate Surfing and Athlete awareness on a global level, with a specific emphasis on North America. We are really excited about our partnerships and collaborations with those both inside and outside the industry that are like minded.

Here are a few things that we are committed to: 

–       Revolutionizing Boardshorts.  PHANTOM 6X SIMA boardshort of the year.  Hurley recognizes that boardshorts are the foundation of our industry.  Our reason to exist.  With the PHANTOM  at one end, and the One and Only at the other, Hurley will continue to intensify our efforts to develop this business.  We will create a pull model in boardshorts.

–       Athletes.  We are committed to having the best and the most inspiring roster.  Led by John John and including Julian wilson, Kolohe Andino, Michel Bourez, Nat Young, Ace Buchan, Filipe Toledo, Miguel Pupo, Alejo Muniz, Brett Simpson, Lakey Peterson, and the ever smiling yet deadly Carissa Moore.  We see them standing alongside both the world’s best Teams and Athletes (Neymar, Bracelona, Kevin Durant, Lebron James, Serena Williams, Rory McIlroy, Brazilian National Team… the list goes on).

–       Experience.  Consumer comes first.  How can we along with our partners add value?

–       Outreach.  H2O.  Partnering with Jon Rose, we have been consistently committed finding a solution to the World Water Crisis for over eight years.

All industries deal with shifting paradigms.  History is pretty clear… the future favors those who embrace and create it. We thoroughly enjoy our partnership with you all.  We absolutely love it when you visit our Global Headquarters in Costa Mesa… please come visit soon.

Sorry I cannot be there with you.

Please have a great weekend in Mexico!

Bob 🙂