Since Kelly Slater won his 10th world title, I have been spotting KS10 logos all over stores from San Diego to San Francisco.
We followed up with Kelly’s longtime sponsor, Quiksilver, to find out more about how the company is celebrating and marketing his big win.
Quiksilver Director of Marketing Eddie Anaya said the company has been working closely with the entire Quiksilver family worldwide to develop a global campaign that literally activated the moment Slater sealed the title.
(Right: A window at Jack’s in Huntington Beach.)
Within minutes of Kelly’s big win in Puerto Rico, T-shirts, stickers, hats, window displays and posters hit core shops and Quiksilver retail stores across the world. Anaya said the company worked closely with their partners in Europe, South Africa and all of Asia and the Americas to pull it off.
“Winning one world title is an epic undertaking let alone 10. This historic moment not only cements Kelly’s legacy as the greatest surfer of all time but in our opinion the most dominant athlete in any sport. The achievement was beyond just our brand so we wanted to honor it in a way that had integrity and we wanted to have some fun as well,” said Anaya.
Product
Quiksilver developed a line of KS10 product that was available online immediately after Kelly’s quarterfinal heat and began shipping products to retail accounts so they arrived within 48 hours of Kelly’s win.
(Right: Special product marking the 10th title.)
POP
Anaya said the Quiksilver graphics team created KS10 POP packages and worked hard to design custom window displays, in-store environments and product sections so “the entire surf community could join in the party.”
Quiksilver pre-shipped more than 150 KS10 POP kits to its key core accounts and also sent KS10 POP kits to more than 100 Quiksilver retail stores across the globe.
Shops like Surfside, Jack’s, and Huntington Surf & Sport had their windows up as early as 30 minutes after things became official, said Anaya.
“We rallied hard to flip the switch and make an impact as quickly as we could.”
(Right: The Surfside window.)
See Page 2 for more
Social Media
The Quiksilver Facebook page is the hub for the entire campaign.
“This is where fans can share their congratulatory messages, view exclusive video clips and also get a piece of history with our special edition KS10 product for sale and through sweepstakes prizes,” he said.
Quiksilver designed a series of videos with 10 specific moments from Slater that they are unveiling online.
(Right: The Quiksilver store in Charleston, South Carolina.)
He said Quiksilver also worked closely with all of the major endemic surf sites with ads that drove viewers back to Quiksilver’s Facebook page.
TV
Besides creating Kelly Slater commercials and videos that are featured on their own site and other endemic online platforms, Quiksilver decided to air various Kelly Slater commercials during primetime on ESPN Sportscenter starting last week.
Anaya said the decision to run on mainstream media was important to the brand, because Slater’s 10th title win made him one of the best all around athletes outside of just surfing.
Outdoor
Besides product, POP and commercials, Quiksilver unveiled a series of outdoor executions that include bus wraps, billboards, “wild postings” and tall walls in key coastal communities nationwide.
(Above: “Wild postings” on the streets of LA and New York.)
City of Huntington Beach, Cocoa Beach recognize Slater
The cities of Huntington Beach and Cocoa Beach also joined in the celebration. “Surf City” Mayor Cathy Green issued an official proclamation recognizing Kelly Slater, and will host an official ceremony in downtown next year where the mayor will present Kelly 
with the official key to the city. The event will be open to the public.
Anaya said the City of Huntington Beach has been incredibly gracious in helping the brand secure various KS10 outdoor signage spots in the community as well.
(Right: Marina High School in Huntington Beach.)
In Kelly’s hometown of Cocoa Beach, Mayor Skip Beeler and the Cocoa Beach City Commissioners named November 17th Kelly Slater Day. They also dedicated a lifelike bronze sculpture of him by artist Natasha Drazich.
See Page 3 for more, including party plans
Party time
On the party side, Anaya said there have been a few low-key gatherings with Kelly and his closest friends and family to celebrate (in Puerto Rico and Florida recently).
Quiksilver is currently planning a big bash to take place around mid January, but the details are still in the early stages of development. Anaya said the brand might throw in a few more surprises to celebrate down the line.
“This celebration has been a company-wide undertaking and basically every Quiksilver division globally pitched in. We all feel this is a moment in history, and we’ve had a lot of fun showing what Kelly means to not only Quiksilver, but to the surfing world at large.”
PR
Here is some of the national media coverage of Kelly’s big win.
Kelly interviewed on CBS Early Show
New York Times: Neptune on a Shortboard
USA Today: Slater hasn’t lost his drive
