Quiksilver Launches Entertainment Division

Posted on July 19, 2002

Quiksilver, Inc., a designer of sports clothing and accessories, has launched Quiksilver Entertainment, new division of Quiksilver, Inc. established to sell its action sports lifestyle expertise to television producers and networks and to produce TV programming, movies, events, music, publishing and corporate partnerships targeted at the youth market.

Bob McKnight, Chairman and CEO of Quiksilver, said, "With our strong roots in the boardriding culture and our wealth of relationships with many of the premier athletes, the creation of Quiksilver Entertainment was a logical step in the evolution of our brand. A key component to the successful launch of this division is the experience and leadership capabilities of industry pioneer Danny Kwock. Danny embodies our brand spirit and has successfully led our brand-building initiatives for more than 20 years. He will collaborate closely with VP Matt Jacobson, who brings invaluable media experience from his work with Creative Artists Agency, Fox, Newscorp and The Walt Disney Company."

Quiksilver Entertainment is currently developing action sports programming for cable, including a series of athlete profiles. A video-on-demand venture, Union* the boardriding channel, created in partnership with a collective of other leading endemic companies, will launch this summer via TVN Entertainment's distribution platform, including Comcast, Mediacom and Insight.

In addition to creating original programming, Quiksilver Entertainment will partner with leaders in consumer electronics and telecommunications, automotive and relevant packaged goods, to market to the youth audience. An initial summer-long integrated marketing initiative with Sony Pictures Digital Entertainment's Screenblast includes a range of co-branded, cross-media activities. A forthcoming partnership with Boost Mobile will target the youth market for pre-paid cellular phone cards and handsets.

"It's important that this venture is good for the whole industry," said Danny Kwock, president of Quiksilver Entertainment. "Just as Nike took a leadership role in expanding the sports market in the 70s, as the market leader we can take on that role for action sports. By conveying the aspirational appeal of this lifestyle to the broader youth market, this initiative benefits us all."

The action sports lifestyle market represents a significant market opportunity. Snow, skate and surf "board" sport participation is expected to grow from 11.7 million to 15 million by 2005, according to American Demographics. Last year, Board-Trac Research calculated snowboarding, skateboarding and surfing alone were a $9.9 billion dollar industry.