Nike has returned to professional surfing. The American athletic footwear and apparel company signed Italo Ferreira.
The story of Nike in competitive pro surfing is turbulent.
It all started in 1990 with Nike Aqua Gear, a segment that targeted surfers and volleyball players, with the support of Laird Hamilton.
The project lasted only two years.
In 2002, the large conglomerate multinational bought Hurley International, a surf brand founded by Bob Hurley, which at the time had sales of $70 million.
The decision surprised some people in the industry, but for Bob, it was part of the natural process.
"It was easy. It felt like destiny. I don't mean to sound glib, but it just seemed like it was meant to happen. We just always loved Nike," Hurley told the OC Register in 2013.
"We grew really fast within three years. Then, we started needing capital. Should we take the company public, or should we get a partner?"
"I didn't want to take the company public because I would have been fired within about six months, guaranteed."
In 2015, Bob Hurley stepped down as CEO of Hurley, and soon, Nike was planning an exit strategy from surfing.
The surf industry had struggled to emerge from the aftermath of the global financial recession of 2007/2008, and consumers were resetting their preferences.
Surfwear was no longer a priority, even for hardcore surfers; Quiksilver and Billabong, two Big Four iconic brands, were in troubled financial waters.
In 2019, Nike abandoned the surfing segment by selling Hurley to the Bluestar Alliance, a brand management firm with over $3 billion in combined retail sales.
Nike 6.0
Meanwhile, in 2005, Nike introduced a sub-brand or segment named 6.0.
It was targeted at extreme action sports, including BMX, snowboarding, wakeboarding, skateboarding, surfing, and other radical outdoor pastimes.
6.0 had footwear, apparel, and accessories. It presented itself as "a mash-up of dirt, waves, street, water, and snow."
The low-cost insignia released products inspired by classic hits - the Nike Dunk 6.0 and the Nike Mavrk 6.0 shoes were some of them.
Carissa Moore, Lakey Peterson, Julian Wilson, and Kolohe Andino were surfers on the team.
Nike 6.0 also sponsored French bodyboarder Pierre-Louis Costes. But just for a year, leaving the bodyboarding community angry and frustrated by the short-term support of their sport.
However, in 2013, Nike discontinued the division, perhaps with the vision to create specific independent divisions for each sport, similar to what Nike SB stands for.
So, for eight years (2005-2013), Nike 6.0 and Hurley co-existed in the Nike world.
Swoosh: Just Surf It
After a six-year hiatus - the time between the sale of Hurley and 2025 - Nike's relationship with surfing and surfers has resumed, even though it has not been announced formally.
The company's famous "Swoosh" logo was introduced in professional surfing via the 2019 World Surf League (WSL) champion, Italo Ferreira.
The Nike sticker is featured on his boards for the 2025 Championship Tour season.
"Fulfilling another dream: having one of the most coveted brands in the world on my board," wrote Ferreira.
"This is more than a personal achievement; it is about connecting with the history of great sports heroes and a truly powerful family. This is a very special moment in my professional career!"
"Joining this team gives me strength and courage to continue facing obstacles and paving the way to the top."
Italo Ferreira, 30, showcases the Swoosh logo alongside many other sponsors.
Actually, the 2020 Olympic surfing gold medallist is one of the most sponsored athletes on tour.
His surfboards feature brands like Red Bull, Ford, Oakley, Vivo, ADCOS, Banco do Brasil, Mãe Terra, Integralmedica, Aquacoco, Silver Surf Boards, Creatures, T. Patterson, JHSF, and now, Nike.
Why a Comeback?
Nike has not officially commented on the return to surfing.
However, despite this relatively quiet soft relaunch, the company's Brazilian distributor unveiled one of the reasons why the time is now.
"The arrival of Italo Ferreira to our portfolio of partner athletes represents our commitment to supporting talents that share the brand's values and inspire new generations," explained Gustavo Viana, marketing director at Fisia, Nike's official distributor in Brazil.
Italo's manager sees the move as a win-win strategy.
"Having Italo wearing the brand's clothing in and out of the water will bring even greater notoriety to surfing, especially among young people who do not yet consume surfing products or who are not familiar with the sport," added Marcos Castelouber, marketing manager at IF15, the company responsible for Italo Ferreira's image usage rights and career management.
"This partnership is incredible not only for Italo but for the entire surfing community, which is only growing in Brazil."
Nike is expected to sign additional sponsorship deals with male and female surfers.
Words by Luís MP | Founder of SurferToday.com
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