The First Time Nike Went To Market
Last month the athletic-cum-surfwear label, Nike 6.0, made a notable incursion into surfworld by signing Julian Wilson. The signing caused much hand wringing by industry observers. What would this mean for surfing: Crowds? Big money? Air Wilson's?
Keen commenters noted that it wasn't the first time Nike had made a move on surfworld, as they had purchased Hurley in 2002. What may have been forgotten, however, is that Nike also had a shot at beach fashion way back in 1990 with Nike Aqua Gear.
During their first foray into 'surfwear' Nike's wardrobe occupied the bright 'n' tight territory betwixt beach volleyballers and Euro nightclubbers. And if the colours and cuts don't raise an eyebrow, then the decision to put Laird Hamilton, their chosen clothes-horse, in the buff sure does.
Keep in mind that the vast majority of people who read surf mags are men, and even if you factor in the requisite 10% or thereabouts, you've still got an ad that created more mirth than fiscal persuasion. Surfers didn't buy it - literally or figuratively - and by 1992 Nike's first surfwear experiment was over.
Comments
C'mon Stu, you've got few pairs of those purple aqua "slippers" still in active use haven't you?
I'd rather moonwalk on barnacles than be seen in those fruity boots. Usually I say function over fashion but you gotta draw a line somewhere.
They can leave those fluro duds in the dustbin, but mebbe Nike could bring back that old campaign?
After all, they've signed Laura Enever now.
Naked in the little purple slippers?
Maybe they'll catch on this time.
Stu freeride's keen for some of that fruity fluro shit. Living up byron way it's the only way he can fit in with the Euro/jewro trash that make up the majority of the locals there.
I'm so glad I wasn't exposed to that at the tender age of 30 something.
How embarassment for Nike and for Mr Hamilton. I'm assuming he was paid a shiteload for that, but how much loss of dignity???????????
Hilarious!! Who was their advertising agency? God only knows. I hope they were the ads they showed in women's day, or maybe eurotrash magazines of the day. Sheesh!
I remember when that ad was first published....Still groses me out!
The funny thing is, surf fashion in the year 2011 is resembling the stuff back then. lol
i don't think their products have changed much since those ads.