Surf and skateboard culture has been ingrained in fashion for decades. Brands like Hurley have appealed to skaters and non-skaters alike with beachy looks and action sports endorsements.
Hurley is partnering with another high-octane sports culture — NASCAR — for a co-branded apparel line to celebrate the NASCAR’s 75th anniversary season this year.
“Hurley is one of the most influential brands in the world when it comes to action-sports and beach apparel,” Megan Malayter, NASCAR managing director of licensing and consumer products, said in a release. “As two companies who were born on the beach, we’re thrilled to be collaborating with Hurley to bring this exclusive Hurley x NASCAR collection to fans in 2023.”
The racing-themed products lines will be available on Hurley.com first, and then for NASCAR fans in time for the Darlington Throwback Weekend in April. The first drop has a retro ’90s vibe, with beach-ready products like board shorts, swimwear, athleisure, T-shirts, headwear and more. The second drops will “cary a look that represents vintage NASCAR.”
Here's some of the @NASCAR/@Hurley collection, the first of two lines being released initially with the second being nostalgia themed around Darlington Throwback. pic.twitter.com/21hrhsgqSb
— Adam Stern (@A_S12) January 26, 2023
“We’re excited to bring the Hurley energy that has solidified its stake in surf, snow and skate to a new audience through the Hurley x NASCAR collection,” Ralph Gindi, COO and co-founder of Hurley parent company Bluster Alliance, said. “Racing and surfing take dedication, commitment and drive, and have many of the same key attributes. We have fused the two as one in the latest Hurley x NASCAR collection while taking our brand trackside.”
NASCAR launches beach and surf apparel with Hurley https://t.co/o2CbutWsDR
— Shawn Medow (@ShawnMedow) January 27, 2023
Co-branding creates an opportunity for two brands to share the marquee, and complement each others’ aesthetics and history. In this case, Hurley gets to capitalize on people who love motorsports and action sports. And, for NASCAR fans hitting Daytona Beach for a race, they’ll have gear that works just as well on the beach as the track.
It also uses the retro designs to harken back to a brand’s founding and celebrate its heritage, which is all the rage for an anniversary drop like this.
