Quiksilver

Nicholas Ind and Cameron Watt

Chapter 9 in Inspiration, 2004, pp 119-129 from Palgrave Macmillan

Abstract: Abstract From Byron’s eulogy to the oceans in Childe Harolde’s Pilgrimage1 to the seaside epiphany of Stephen Dedalus in James Joyce’s Portrait of the Artist as a Young Man,2 writers have often had a mystical relationship with the power, rhythm and sensuality of the sea. These attributes also inspire surfers to experience the adrenalin-fuelled thrill of riding waves. For dedicated surfers it represents a lifestyle outside of the mainstream with its own experiences and language. For the rest of us, the relationship is more superficial, but we can still wonder at the balance, movement, skill and daredevilry of the rider. To meet the equipment needs of surfing requires an insider perspective, which is why the culture of the largest board riding equipment company, Quiksilver, mirrors that of the sport. As Marketing Director Randy Hild says: These sports have a tremendous personal style. Every participant has a different routine. If you’re surfing a wave, each wave is different and the way it is ridden is different.

Keywords: Grass Root; Retail Outlet; Individual Creativity; Brand Communication; Creative Director (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51088-3_9

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DOI: 10.1057/9780230510883_9

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