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Hurley unleashes its 'True Innovation' campaign

The platform will promote the brand’s patented Phantom Boardshorts.

By Caitlin AdamsPublished: February 03, 2011 02:39 PM

Costa Mesa-based Hurley is unveiling a fully integrated campaign promoting its award-winning Phantom Boardshorts. Dubbed “True Innovation,” the platform will underscore the brand's ongoing dedication to creating game-changing products, such as the recently patented technology used in the Phantom Boardshorts.

“When we tested our first pair of Phantoms four years ago, it felt like we just walked on the moon,” said Ryan Hurley, the company’s vice president of design. “It was on a whole new level performance-wise. Phantom is a result of our relentless drive to make a better boardshort.”

The multiplatform campaign – featuring the latest line of Phantom Boardshorts – is designed to offer consumers an all-encompassing shopping experience. Incorporating smartphone technology at retail locations and in print advertising, fans will learn more about the boardshorts’ attributes, design and construction, hear about athletes, browse the collection or find their nearest retailer.

The boardshorts are constructed of stretch fabric, which was originally used by Nike-sponsored European Olympic swimmers. Hurley designers working with athletes like Rob Machado first applied it to boardshorts in 2007, and the design proved to be revolutionary. Attributes like four-way stretch up to 120 percent, water repellence and minimal weight quickly made the Phantom the gold standard for high-performance boardshorts. Since its debut, the Phantom has won the Surf Industry Manufacturer’s Association Boardshort of the Year two years in a row.

“Boardshorts are the heart of our brand and will continue to be our biggest focus,” said Mark Weber, Hurley’s chief marketing officer. “True Innovation isn’t just a campaign; it’s part of our DNA.”

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