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Hurley Acquires Hobie Apparel License

“Hobie by Hurley” starts a new chapter in the iconic brand’s storied legacy

| posted on May 03, 2011

COSTA MESA, CA. — May 3, 2011 — Two of the most innovative names in surfing — Hobie and Hurley — announced today that they are joining forces on a new line of men’s apparel. The partnership and resulting product will help support the near 60-year-old brand’s unequaled assortment of ocean-based sporting equipment.

“Since my dad shaped his first balsa surfboard in 1950,” says Jeff Alter, son of industry pioneer Hobie Alter, “we’ve been all about making fun and functional toys for the water. Hurley shares a similar mindset, and I’m excited to see what we can create together.”

Hurley founder and chairman Bob Hurley agrees. “We’re not typically in the licensing business,” says Hurley, who also began his 30-year career in the shaping bay. “But we’ve always had such an admiration for the Hobie brand. Hobie practically started this industry and shares our vision of making it even more magic in the future. We’re honored just to be associated with him.”

Considering his long list of achievements, Hobie Alter can best be described as surfing’s Thomas Edison. “Perhaps more than anyone else,” wrote surf journalist Drew Kampion, “Hobie Alter has been responsible for the growth and development of surfing.” From the first commercially viable foam surfboards to the Hobie Cat, Alter was there on the ground floor. Combine this legacy with Bob Hurley, one of the most creative and forward-thinking minds of the modern surf age, and there’s no telling what might come out of it.

One thing we do know: the focus will be on gear that speaks to the water-sports enthusiast. In short, Hobie by Hurley will be pinnacle product for those who enjoy fun and functional toys in the water.

A preview of this collaboration will be available Fall 2011.

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

About Hobie
Hobie’s dream was born in his parents’ garage in 1950, when Hobie Alter decided to apply his love of woodworking to the sport of surfing. Over the Next 60 years, plenty of other innovations emerged from Hobie’s imagination: the Hobie Cat Catamaran, innovative Kayaks, Stand Up Paddleboards, world-famous polarized sunglasses and sportswear. It seems incredible that one man’s vision could provide so much fun the world over, but in that department, Hobie stands alone. He didn’t just create toys; he created a way of life. The dream born on the beach in 1950 has become reality not just for Hobie but for generations of dreamers, all of whom continue to spell fun in the sun, the surf and the sand with a flying capital H.