Please someone tell me it is... Since when has Nike coming (back) in to an industry it has no direct association with been a good thing?

Is Italo Ferreira selling out? Or is this a reflection of the state of a industry on the up, full of weak brands not owned by surfers anymore?

Is this a reflection of the surfer-styled influence on Silicon Valley CEO's (god, I hope not) or the boom of streetwear-style driving a profit-hungry beast?

Either way, with such a horrific track record in workers-rights and sustainability greenwashing, is this a good thing to see them suiting up once more? The stock market opening bell is itching to ring... 

Nike is back in surfing. FFS...

Nike is paddling back into the surf industry in 2025, a move that I'm not sure anyone particularly wanted but won't be surprised by.

The sportswear giant’s history with surfing is tumultuous to say the least; 6.0 then Hurley—but with all the heritage brands of surfing all but out the picture, Nike clearly believe now is the time for a drop-in when the surf industry is clambering for someone to take the lead.

Nike's history with Surfing...

Nike’s first real venture into surfing came in the mid-2000s with Nike 6.0, a sub-brand aimed at action sports, including BMX, skateboarding, wakeboarding, and, of course, surfing. 6.0 attempted to establish itself as the next Quiksilver, Billabong or Rip Curl - Looking at them now, are you surprised they're back?

When Nike wants in, they are full send in. Last time they backed some of the world’s top surfers, including Julian Wilson, Kolohe Andino, and Michel Bourez. However, the brand faced criticism from the surf community for being an outsider—a corporate giant lacking authenticity in a culture deeply rooted in local and heritage brands—I'm struggling to see how anything has changed. Please someone tell Nike the 'Air Jordan playbook' doesn't work here.

In 2011, Nike closed the 6.0 doors, ultimately shifting its surf roster under the Hurley banner, which it had acquired in 2002.

The Hurley Era and Nike’s Exit

So when Nike couldn't create an authentic association the first time, they changed the playbook to buying one.

Nike purchased Hurley in 2002, the move seemed like a perfect strategy to gain credibility in surfing without forcing the swoosh onto boardshorts.

Hurley, originally founded by Bob Hurley, had a strong surf heritage and a loyal following. But under Nike’s ownership, and obvious thirst for profits, Hurley expanded aggressively, pioneering performance boardshorts, backing some of the sport’s biggest athletes (John John Florence, Filipe Toledo, and Carissa Moore), and investing in wave technology and innovation.

However, in 2019, Nike abruptly sold Hurley to Bluestar Alliance (for an undisclosed sum), a move that upset the surf industry. The surf industry was left in a worse state - the sale led to layoffs, contract disputes, and an exodus of top talent from Hurley. Then the benefit came, lead sponsor John John Florence launched his own brand, Florence Marine X with values aligned to the sport and the planet. 

Nike’s departure from surfing seemed final—and greatly received...

Is there a benefit to Nike coming back?

Maybe.

Surfing has been slow to innovate; Nike could bring innovations but it will almost undoubtedly be at the cost of the planet—history and share price dictates.

I'm struggling to see how the industry benefits, let alone the average surfer. 

Is this a bad thing?

Sponsoring Italo, and any other bad-boy, rising-star or super-grom doesn't dodge the main point - Nike's values are at odds with surfers. Nike wants profits, above all else. Surfers want a life of endless, empty waves and fewer kooks—Nike pumping multi-mills in to advertising is only going to benefit Nike, not the surfers. It was bad enough when Apple was all over surfing with the launch of the apple watch.

This could the calling card of the weekend warrior

Nike’s 2025 Return: What to Expect?

Do we have to blame the Olympics for raising the profile a bit too much? The WSL format is a shit-show, it's less detached from what the hardcore surf fans want. Maybe it's the thousands of instagram dream rides which Nike is planning to insert themselves on to—I think 'surfer' was once one of the hottest attributes on a Tinder profile, maybe Nike's after that as well.

Well it looks as thought they're going for the classic 'Air Jordan' playbook with sponsorship of former world champ Italo Ferreira. But his temper tantrums and lack of dominance may not suit this play.

Or will they collaborate with existing surf brands instead of going solo? Cool by association maybe? Which surf brand (that hasn't already been sold by Boardriders Inc to Bluestar) wants to look like a sell-out? Any takers?

One thing is certain: when Nike enters a sport, it commits like a pro in pumping Chopes.

With an apparent renewed focus on innovation and sustainability (we'll see how much BS is in this soon enough), the brand may be looking to make a bigger impact than ever before—this time with a deeper understanding of the surf culture and industry.

Without sustainability at the core, they're going to have to really go big to prove their values align. But the millions piling in on advertising is only going to frustrate your local. 

Look out in the line up if you're wearing Nike - it could be the calling card of the weekend warrior.