Last weekend saw thousands of action sports aficionados descend upon Huntington Beach, California for the annual US Open of Surfing. Aptly known as ‘Surf City USA’, the city played host to the world’s best pro surfers, skaters and BMXers, who made their way West to compete in and beside the Pacific Ocean. WeAreHQ was there with Nike 6.0 – who co-sponsored the event alongside Converse and Hurley – to see what went down.
The weekend kicked off with a visit to the Converse Skateboarding HQ, which was decorated to feel more like a hipster batchelor pad than an office. In a plush screening room filled with velvet sofas, we were shown a short film in 3-D before moving into another room to take a look at Converse’s current product range (which you can check it in full right here.)
3-D promo
Converse HQ
Converse HQ Pt.2
Next up was a guided tour around Hurley HQ, with an introduction from the label’s founder himself, Bob Hurley. Inside the building, we were talked through the key inspiration behind the current line – black light. This translated into lots of luminescent pinks, oranges, greens and yellows and glow in the dark fabrics. The women’s range was particularly strong and a lot more fashion-orientated that you might expect from an action sports brand – think perfectly worn pocket tees and acid bright skinny jeans, as well as the holy grail of beachwear – a bikini that doesn’t ride up or dig in. Hallelujah.
Bob Hurley
Hurley’s son, Ryan.
Makin’ surfboards.
Hurley’s inspiration board, featuring a print by friend of WeAreHQ, T.Magic
Women’s brights
Black Light
After Hurley, it was straight onto Nike 6.0, the action sports branch of the brand. After a talk from the label’s director about its increasing commitment to action sports product development, there was a Q&A with some of the Nike 6.0-sponsored athletes, included BMXer Nigel Sylvester and female surfer Monica Byrne-Wickey.
Nike 6.0 athletes
Last but by no means least was another Q&A by the jewel in the Nike action sports crown, pro-skater Paul “P. Rod” Rodriguez, who I may or may not have fallen slightly in love with. P.Rod answered a whole host of questions on his Nike shoe range, showcased his new commercial featuring Nas (view last year’s amazing ad, with cameos from Ice Cube and Kobe Bryant, here) and then skated for an adoring press audience in the building’s custom-built skatepark.
P.Rod talkin’
P.Rod skatin’
Later on came a trip to the Motel No Tell – a custom built Nike space right on the beach, with rooms personalised to reflect various facet of the Nike 6.0 brand. Before taking time to check out the Motel, the assorted press groups joined together to eat lobster and listen to the Beach Boys under a blazing California sun. It’s a tough job, but someone’s got to do it.
Mo-tel, No Tell, Holiday Innnnn.
The site of the Converse lunch
Lobster n’ Lemonade
A surf-inspired room in the Motel
Yours truly in the women’s surf room
BMX room
The rest of the weekend passed in a blur of bonfires, BBQs and beautiful sunsets over Huntington Beach. Suffice to say, an extremely good time was had by all and it was great to see so much action sports product that was as aesthetically pleasing as it was functional. To quote another friend of WeAreHQ, Mr Gary Warnett of Crooked Tongues: “Viva Motherf*cking Nike.”
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