Hurley Launches True Innovation Campaign

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COSTA MESA, CA – February 2, 2011 – 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.”

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, 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.

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*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.