The first six months of 2024 have already seen new brand launches, acquisitions and of course plenty of business challenges as well.

Stories about Vans and its parent company VF Corp. were by far the most-viewed reports on SES, with no shortage of news about layoffs, financial reports, and changes at the executive level. Reports about what’s happening with the former Boardriders brands, now under Authentic Brands Group, and the end of longtime relationships between brands and high-profile athletes were also popular with readers.

These are the most-viewed stories so far in 2024.

1. Number of Vans Layoffs Confirmed to State

Stories about ongoing problems at Vans and its parent company VF Corp. dominated the list of the most-viewed reports in 2024 so far, and leading the way was our report confirming that 42 workers were laid off from the Costa Mesa office as part of the company’s turnaround plans. VF Corp. previously downsized its headcount by about 500 workers in November.

Other VF and Vans stories that appeared among the top 25 most-viewed stories were:

• S&P: VF Will Need to Sell “Sizeable” Brands to Ease Debt Burden
• Vans Skateboarding and Spitfire Wheels Release New Collection
• Vans Continues to Shrink as Revenue Challenges Continue; VF Hints It’s Ready to Sell Brands to Pay Down Debt
• Marissa Pardini Steps Down from Vans; More Layoffs Hit Office
• VF to Shutter Santa Fe Springs Distribution Center
• Vans Down 29%; VF Announces Strategic Review of Portfolio

2. Rip Curl Responds to Backlash Over Work with Transgender Surfer

Rip Curl, part of New Zealand-based KMD Brands, addressed criticism of its decision to feature transgender surfer Sasha Jane Lowerson on its social media in a statement to SES, but declined to comment further.

“Our recent post has landed us in the divisive space around transgender participation in competitive sport,” a Rip Curl spokesperson said in a statement sent to SES.

“We want to promote surfing for everyone in a respectful way, but recognize we upset a lot of people with our post and for that, we are sorry. To clarify, the surfer featured has not replaced anyone on the Rip Curl team and is not a sponsored athlete.”

3. Roxy, Vans See Very Public Severing of Athlete Ties in New Year

Former Roxy-sponsored surfer Kelia Moniz shared the details behind why she cut ties with the brand after 17 years in a video posted to Instagram.

“After COVID, I signed the best contract that I’ve ever landed in my athletic career,” Moniz said in her video. “It took a lot for my team and I to get here and this contract was supposed to last another year. Unfortunately, after the buyout of Roxy, the contract was terminated and then they offered me a 90% pay cut to re-sign.”

Roxy fell under new ownership last year when Authentic Brands Group’s purchase of Boardriders was finalized in September.

Vans’ roughly 20-year relationship with surfers Tanner and Dane Gudauskas also ended in 2023, albeit more amicably.

“Finishing up this year reflecting on a meaningful chapter of life coming to a close,” Dane posted on Instagram. “After nearly 20 years of working together, you build quite a relationship. Throughout the tenure at (Vans Surf), we have had the pleasure of working alongside some incredible people, many of whom have become lifelong friends.”

4. Sole Tech Owner to Sell etnies, éS, Emerica and ThirtyTwo to Nidecker Group

Pierre André Senizergues, the CEO and owner of Lake Forest, California-based Sole Technology, shared with SES that his decision to sell the etnies, éS, and Emerica skate footwear brands and the ThirtyTwo snowboard brand to the Nidecker Group was a tough one.

Pierre founded etnies 38 years ago, adding the other brands along the way.

“I tossed and turned, debating with myself if this is the right thing,” Pierre said. “How do I do this and still keep my soul? When you deeply believe in something and it has come from your heart that’s important. But when you look at the facts, I concluded this was the best decision to make.”

Earlier this year, etnies bid farewell to Ryan Sheckler after 27 years. The pro skater signed with the company when he was just 7 years old.

5. Surf Expo Photos and Report

Winter storms may have delayed a few attendees on their way to this past January’s Surf Expo in Orlando, Florida, but the show floor was buzzing with brands such as Salty Crew, Katin, Rhythm, Roark, Dark Seas, and Jetty.

Costa Brand Marketing Director Jed Larkin said the eyewear brand was a hub of activity throughout the show.

“What (Costa sales reps) told me so far is foot traffic has been great,” Larkin said. “Versus last year it seems to be up. From a marketing standpoint, we’re trying to spend as much time as possible introducing the brand to new consumers and new accounts.”

6. Skate Brand Opus Footwear Takes Big First Step in Launch

Former pro skater Mirko Mangum told SES that he decided to launch Opus Footwear because he saw a gap in the market for independent brands.

“I had done other brands for the past 25 years and now, more than ever, was looking at the climate of footwear in the skate, surf, (and) snow distribution channels and saw there’s a void of new, independent brands,” Mangum said. “The bigger brands are finding the core skate market a little less enticing, so I thought now is better than ever. I just got to a place where I realized I have the know-how; I might as well do that for myself.”

Mangum has two decades of experience, working with brands such as Planet Earth, Alphanumeric, C1RCA, and Zoo York.

7. Authentic EVP David Brooks on Plans for Boardriders Brands

Authentic EVP David Brooks told SES more about the the go-forward strategy for the former Boardrider brands, such as which licensees are committed to the specialty channel, mid-tier distribution plans, and how Authentic and the licensees will approach athlete sponsorship.

“Authentic and our partners recognize the inherent value of specialty retailers,” Brooks said. “We are collectively investing in various initiatives, such as digital marketing, original content creation, sponsorship of key athletes, in-store promotions, updated fixture programs, and exclusive product offerings, among others.

8. Former Tilly’s CEO on Vans Slowdown, Nike Newness, and the Future of Malls

Former Tilly’s Inc. President and CEO Ed Thomas spoke about what is and isn’t working at the Irvine-based retailer, which operates more than 250 stores in 33 states, in a presentation at the ICR Conference in Orlando in January.

Thomas noted that Vans needed to bring a fresh strategy to the brand but said Nike – which is grappling with challenges of its own – had some new, exciting designs.

“Vans was actually one of our top brands for a long time,” Thomas said at ICR. “And then they started to tail off well over a year ago. We’ve replaced that business, not 100%, but we’ve replaced it with some newer brands like Reebok, New Balance, and Nike has always been good with us.”

9. SIMA’s Surfscape Draws Core, Crowds to Huntington Beach

More than 6,000 people attended this year’s Surfscape by the Surf Industry Members Association in Huntington Beach in April.

Bands such as AVVA, AIPA, Jetty, Vissla, Sisstr, Dakine, Hobie, Firewire, O’Neill, Rip Curl, and FCS showcased wetsuits, surfboard, apparel, and hardgoods to a diverse set of consumers, said SIMA Executive Director Vipe Desai.

“A couple things that stood out this year was the multi-generational make up of attendees. From parents who are lifelong surfers going from one brand to another with their kids who are growing up surfing, and how surfing is connecting them as a family,” Desai noted. “The other thing that was apparent was the strong representation of young girls and women that were stoked to see products reflecting them.”

10. Tiger Woods’ Sun Day Red Bolstered by Action Sports Expertise

Tiger Woods presented Sun Day Red, his new apparel line, in the Pacific Palisades in February, a partnership with TaylorMade Golf Co.

He’s also working with action sports veteran Brad Blankinship, who was previously the global general manager at Quiksilver and the RVCA global GM, who is Sun Day Red’s brand president in San Clemente.

“San Clemente gives us the ability to recruit golf talent from the San Diego area, particularly Carlsbad where all the big golf brands are based. And then the action sports industry is in the Costa Mesa area and so we can also pull from Orange County and L.A. So opening the office there was strategic,” Blankinship said.

Kate Robertson can be reached at [email protected].