Hurley Partners With Black Girls Surf

SURF’S UP: Hurley has partnered with Black Girls Surf, an organization dedicated to helping female surfers of color achieve their career goals of becoming pro surfers.

The alliance is in line with Hurley’s ongoing marketing initiative to play up the brand’s origins in surf, skate, music and art, as well as strengthen inclusivity and be the microphone for youth, according to a company spokeswoman. Hurley is trying to rev up its music and skate programs, which were put on the back burner during the past 10 years, the spokeswoman said.

Last fall, Nike sold the Costa Mesa, Calif.-based Hurley to Bluestar Alliance. The sneaker giant first bought the surfwear company in 2002 from founder Bob Hurley. Black Girls Surf was created to support girls and women who strive to compete in pro surfing as a profession. The group’s fundraising efforts have helped athletes train and compete with professional surfers to ensure that they are ready to make that career move. Participating athletes also have the opportunity to get an education.

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