Signature Fashion Competition Continues with Five Orange County High Schools Creating Original Fashion Show with Hurley Holiday ’08 Collections, June 6th
(Costa Mesa, CA) June 2, 2008 – Hurley, a leading global youth brand with strong roots in surf, skate, art, music and beach culture, today announced the seventh installment of its expanding fashion event, “Walk The Walk,” to take place at the Irvine Spectrum in Orange County, California on June 6th, 2008. This is the third competition held in Hurley’s hometown and, due to its growth in popularity since its launch in June 2006, the event will take place outside of Hurley’s campus for the first time! Starting at 7pm, Hurley will host five local high schools – San Clemente (reigning “Walk The Walk” Champions in Orange County), Huntington Beach, Edison, Capistrano Valley, and Mission Viejo — in a friendly fashion show competition that puts the styling, production, and marketing in the hands of the students. Each participating school is required to create a five minute show, and the winning school will be awarded with a $5,000 donation to its art and music program. The event is open to the public, with live entertainment provided by Party Squad and Street Drum Corps, and special performance by the The Maine.
“Walk The Walk” gives participants total artistic control to interpret Hurley fashion. Each high school is provided with the same pieces from the Hurley Holiday 2008 men’s and young contemporary collections to present an original fashion show. As part of the competition, schools are responsible for everything from developing a theme, providing models and creating outfits, to overseeing music selection, hair and makeup, event promotion and production. Throughout the process, the schools have access to Hurley’s marketing and design teams for guidance and insight into the company’s culture, allowing them to further experience the Hurley lifestyle. Each school will be reviewed on a ten point scale based on overall vibe, crowd support, flow, creativity, energy, hair and makeup, school spirit, promotional strategy including web blogging, and illustration of Hurley’s brand message.
“This is the third time ‘Walk The Walk’ is taking place in our backyard, and we’re really excited to see what the kids present,” said Bob Hurley, founder, Hurley. “With every show, I’m more and more amazed by the creativity, dedication and spirit of each school. It’s great to have some new components to this event too—we’re involving local retailers and bands, and added a mini competition where the kids can design a head-to-toe look to be included in an upcoming Hurley line…really, the sky is the limit for everyone involved!”
Each “Walk The Walk” school will be sponsored by a local Hurley retailer as follows: Hobie and San Clemente; Huntington Surf and Sport and Huntington Beach; Jack’s and Edison; Active and Capistrano Valley; and Chick’s Laguna Hills and Mission Viejo High School. Hurley provided the schools with invitations and promotional posters, along with materials from each school’s supporting retail partner. The teams have access to the “Walk The Walk” community blog section on Hurley’s website to post work-in-progress photos and taunt the competition, and received select NIKE footwear and $200 Macy’s gift cards to purchase additional accessories and miscellaneous items. Another new element includes a supplementary design contest, in which each school is tasked with creating, constructing, and presenting a guy’s and girl’s look on the runway. The winning designs will be sold as special edition pieces on Hurley’s website.
Hurley’s “Walk The Walk” Fashion Show competition is one of Hurley’s most prominent nationwide brand initiatives that reflects the company’s commitment to inspiring creativity and confidence among its diverse audience. In addition to generating friendly rivalry among participating scchools, it provides students with an introduction into the worlds of marketing, event planning, production and fashion design.
For more information and to watch videos from past “Walk The Walk” shows, please visit Hurley.com.
About Hurley’s “Walk The Walk”
The first Hurley “Walk The Walk” Fashion Show took place on June 1st, 2006 at the company’s headquarters in Costa Mesa, CA. Dana Hills High School took the winning title, and Hurley awarded students with a live on-campus performance by popular rock band and 2005 Vans Warped Tour stars, Greeley Estates.
In January 2007, the competition headed to Orlando, FL, where four schools vied for the best east coast style and Winter Park High School took the prize. The event returned to Orange County in June, with San Clemente High stealing the title from Dana Hills; and in November, “Walk The Walk” hit Hawaii for the first time. After three equally unique performances, the judges awarded Pearl City a plaque and $5,000 donation to the school’s art and music program. The inspiring group of students collectively decided to give their winnings to one of their teachers to support her battle with breast cancer.
“Walk The Walk” premiered in San Diego, CA on January 25th, 2008, where four local schools competed for the winning title in front of Hurley executives and special guest judge and wide receiver for the San Diego Chargers, Kassim Osgood. Lincoln High was awarded with a $5,000 donation to the school’s art and music program.
The most recent “Walk The Walk” took place in April in Virginia Beach, VA. Over 1500 people witnessed Kellam High School take the prize, and one student was awarded with a full scholarship to attend the Occupational & Technical Studies Fashion Merchandising Program at Old Dominion University. First Colonial High School won the design challenge and will have their creations sold as special edition pieces on Hurley’s website later this year.
Hurley is a leading global youth brand with strong roots in surf, skate, art, music and beach culture. Driven by creativity and freedom of expression, Hurley develops world-class products for guys, girls and kids, including sportswear, footwear, eyewear, accessories, girl’s swimwear and wetsuits. A wholly owned, independently run subsidiary of Nike, Inc., Hurley’s corporate headquarters are located in Costa Mesa, CA, with international offices in Tokyo, Sydney and Barcelona. For more information, visit Hurley.com.