Hurley has left SIMA, the surf industry trade organization that every large industry player, and many small brands, participates in.
Hurley declined to provide a specific reason for the departure, but did email SES this statement from Chairman Bob Hurley.
“We have tremendous respect for Sean Smith and the SIMA team, and their tireless effort to make surfing better and protect our oceans,” Bob said.
“Our commitment to innovation is the driving force of our brand as we continue our mission to elevate the sport of surfing. We are very appreciative of the years we have been a part of SIMA and we look forward to continuing to support longstanding events like the Waterman’s Ball.”
Hurley has been a big winner at the SIMA Image Awards, dominating the high-profile Boardshort of the Year category for six straight years, an honor that the brand has marketed and celebrated. The Image Awards are only open to SIMA members.
SIMA Executive Director Sean Smith sent this statement on behalf of SIMA about Hurley’s departure.
“SIMA is disappointed that Hurley has decided not renew their membership, just as it would be for any member not to renew. But at the same time, SIMA membership has never been stronger. In the past 15 months alone, SIMA has brought on 32 new member companies. On top of that, the programs and initiatives that SIMA offers the industry are better than ever, from the Business Development Committee and Emerging Brands Program, to the most recent Surf Summit to the upcoming 25th anniversary of Waterman’s Weekend. SIMA’s dedication to serving its members is unwavering,” Sean said.
Hurley, owned by Nike, became much more integrated with Nike operations after Nike exited the surf category with the Nike brand. Hurley, which used to operate more independently, now fills that role and is part of Nike’s Action Sports category.
SES has heard from a few key retailers that Hurley performed quite well this spring.
