Partner Profiles: Hurley
Hurley has joined the Alaïa Surf Challenge as a supporting partner, bringing one of surfing’s most established international brands into the opening event of the Wavepool Surf Tour. With roots in Southern California and a long association with progressive surfing, Hurley has built its identity around performance, creativity and progression.
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Founded in Southern California in 1999, Hurley emerged during a period when surfing was moving fast. Performance levels were accelerating, new approaches were developing, and the lines between surfing, skating, music, art and fashion were increasingly fluid.
Part Of The Movement
Hurley became part of that movement, building a brand around high-performance surfing while maintaining strong connections with the wider creative culture surrounding it.
Innovation has remained central to the company. Hurley has invested heavily in technical performance apparel over the years, while its athlete programme has included some of the most progressive and influential surfers in the sport.
Performance and Creativity
That emphasis on performance and creativity gives Hurley a natural place alongside the Alaïa Surf Challenge. The competition brings together surfers across multiple divisions, along with specialty categories including Best Air, Best Turn and Best Barrel, creating plenty of room for different approaches to performance surfing.
Hurley is supporting the Alaïa Surf Challenge with product for the event prize pool, adding to the $20,000 in cash and prizes available across the competition.
The partnership also brings another internationally recognised surf brand into the growing group of companies supporting the first Wavepool Surf Tour event at Alaïa Bay in Switzerland.
The Wavepool Surf Tour thanks Hurley for its support of the Alaïa Surf Challenge.
Read more about Hurley
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Alaïa Surf Challenge - Through To 25 October
