Published: February 02, 2011
Hurley Launches "True Innovation" Campaign Featuring Patented* Phantom Boardshort Technology
COSTA MESA, Calif. - (BUSINESS WIRE) - Youth lifestyle brand Hurley announced today that it is launching a
fully integrated campaign celebrating its award-winning Phantom
Boardshorts. Called "True Innovation," the campaign underscores Hurley's
ongoing commitment to creating new, game-changing product. Phantom
Boardshorts - containing technology for which Hurley recently received a
US Patent* - are the latest example of this commitment. "When we tested
our first pair of Phantoms four years ago, it felt like we just walked
on the moon," says Hurley VP of Design Ryan Hurley. "It was on a whole
new level performance-wise. Phantom is a result of our relentless drive
to make a better boardshort."
Hurley Phantom True Innovation (Photo: Business Wire).
The True Innovation campaign - featuring this season's assortment of
Phantom Boardshorts -- is an enriching experience for consumers at all
touch points. Using smart phone technology at both retail and in print
advertising, Phantom comes to life and lets fans learn more about the
boardshorts' attributes, hear athletes' stories, browse the full
collection or find the nearest exclusive Hurley Phantom retailer. In
addition, www.hurley.com
offers an even deeper dive into Phantom world, including a gallery on
the boardshort's genesis.
Stretch fabric, originally used by Nike-sponsored European Olympic
swimmers, proved revolutionary when Hurley designers worked with
athletes like Rob Machado and applied it to boardshorts in 2007. With
attributes like four-way stretch up to 120 percent, water repellence and
minimal weight, Phantom quickly became the gold standard for
high-performance boardshorts. Since then, Phantom has won the Surf
Industry Manufacturer's Association Boardshort of the Year for two
consecutive years. Hurley is now elevating Phantom Boardshorts in new,
meaningful ways - and this starts with the True Innovation campaign.
"Boardshorts are the heart of our brand and will continue to be our
biggest focus," says Hurley Chief Marketing Officer Mark Weber. "True
Innovation isn't just a campaign; it's part of our DNA."
About Hurley
"Hurley is a company based on inclusion," says chairman and
founder Bob Hurley. This philosophy applied to Bob Hurley's early years
as a Huntington Beach shaper, working with friends alongside the world's
best athletes to make a better surfboard. It applied to the company's
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
*U.S. Patent No. 7849518B2. Filed August 10, 2007, issued December
14, 2010. The original Phantom Boardshorts were built on the innovation
that the patent covers, including construction, material and stretch.
Styles covered in the patent include Phantom P60, Phantom P120 and
Phantom with Nike Flywire.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6594181&lang=en
For Hurley
Kristen Foster, 212-373-6100
Kristen.Foster@pmkbnc.com
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