Vissla CEO Paul Naude and Hurley Founder Bob Hurley, who is no longer involved in his namesake brand but is in investor in Florence Marine X and IPD, recently created waves when they announced a collaboration between Vissla and Florence on Instagram.

That’s because Naude and Hurley have been fierce rivals in the past and definitely not friends. When Hurley gave up the North America license for Billabong in 1999 to start his own brand, Naude took on the Billabong’s Americas business which moved to an in-house model and had a lot of success. Naude, who is not a fan of outsiders and non-surfers running surf companies, was not thrilled when Hurley decided to sell his fast-growing brand to Nike in 2002.

Now, seismic changes are underway in the surf industry with the Boardriders sale to Authentic Brands Group, which moves the industry’s biggest brands – including Quiksilver, Billabong, and Roxy –  into a licensing model. The Hurley brand also moved to a licensing model fairly recently after Nike sold Hurley to Bluestar Alliance in 2019.

Also of note: Roger Wyett, a former heavy hitter at Nike and former CEO of Hurley, is now involved with Florence and is in the background of this new alliance between Naude and Hurley. He was known for his creative thinking and deal making while at Hurley and led the brand during some of its glory years. Additionally noteworthy: Vissla in particular is one of the mid-sized brands that is poised to potentially make one of the biggest jumps with the disruption in the marketplace because of the Boardriders sale.

Naude and Hurley sent SES a series of statements about what they are up to, including why they are working together, the state of the market in light of the Boardriders sale, and the changes they see ahead.

This wasn’t an interview per se, but them wanting to get their thoughts out to the marketplace.

Here is what Naude and Hurley sent SES that explains their new relationship and why they are collaborating.

The Collaboration

Paul Naude and Bob Hurley: We were fierce competitors for a couple of decades and at times we did not get along but there was shared respect and a common commitment to surfing and its culture.  We were brought together by a mutual friend, and we took it from there.

Both of our early careers were in surfboard building, we’re lifelong surfers and are still constantly driven by creativity, shaping and the pursuit of innovative thought.

What They Are Up To

Paul Naude and Bob Hurley: We’ve been trading ideas for almost a year now. We’ve created an informal alliance with Vissla and Florence to team together where it makes sense.

We’re working on some creative, premium concepts with a few select retailers. We recently opened a collaborative retail space with the Spyder team in Manhattan Beach that’s working well. We compete in some areas, but the brands sit well together at retail, offering a modern, premium expression of surf.

What They Think of the Boardriders Sale, Licensing Model

Paul Naude and Bob Hurley: First, the Boardriders transition has taken too long. The power base of the big heritage brands has been eroding for years. Boardriders’ ownership seems to have lost interest over the past few years and their revenue decline shows it. The big brand dominance has ended.

Virtually all the heritage brands are now under a licensed model.  It’s going to be significantly different. If history is anything to go by, then one would expect that change will expand way beyond the traditional core surf channel. We have both been with brands in the past that have gone this route. Licensors look to expand brand reach into new categories, territories, and distribution. The model is to extract royalties from increased revenue as a priority. The scale and number of licensed brands we’re about to experience in our market is unprecedented, likely accelerating the devaluation of authentic surf for a while.

(Editor’s note: SES has interview requests into Authentic Brands Group to learn more about their strategy for the Boardriders brands but they are not ready to talk yet.)

The Big Changes They Have Seen in the Past and How It Applies Now

Paul Naude and Bob Hurley: This feels very similar to the early ‘80s.  Several of the big brands of the ’70s, such as Lightning Bolt and Ocean Pacific, went the licensed route and opened the door for the current crop of what are now the heritage brands: Quiksilver, Billabong, Rip Curl, along with Gotcha, Stussy and others.

It was the launch of a new era and arguably the industry enjoyed its most exciting period of newness in the ‘80s decade.  We were part of a movement in the ‘80s and ‘90s where surf and lifestyle was a major force.

We wholeheartedly believe it will be interpreted again through a modern lens, where like-minded brands and retailers combine together through innovative efforts to create a premium, authentic experience. Vissla and Florence are fully committed to pursuing such a worthy endeavor, with other premium brands joining the conversation as we move forward.

What They Think of the Challenging Market in 2023

Paul Naude and Bob Hurley: 2023 was always going to be an unpredictable year. It’s been that and more. There are certainly headwinds, and a lot of the pain emanates from the 18 months of rampant online discounting that the Boardriders brands have and continue to engage in. We believe this constant disregard has hurt the industry as a whole and the sooner it ends, the better. The industry’s image, integrity, authenticity, and mystique created by passionate, informed people over decades has been eroded.

The strength of the industry can be measured by participation. On that note, surfing is in a great position globally. Participation is at an all-time high. It’s now time to reinvent ourselves and inspire the next generation. We both share a vision for the future and feel a strong responsibility to encourage the next generation of leaders, retailers, and brands alike, to seek authentic, creative fresh solutions.