Brand Tone

Aspirational and Energetic, Youthful and Authentic, Inclusive and Positive, Connected to Beach/Surf Culture, Casual and Engaging, Rebellious and Expressive

Brand Values

• •Love for the Ocean & Beach Lifestyle
• •Empowering Youth
• •Inclusion and Positivity
• •Freedom of Expression & Individuality
• •Innovation
• •Performance and Quality
• •Connection to Surf, Skate, Music & Art Culture
• •Sustainability (increasingly)

Best Practices

• •Embrace the "Voice of the Next Generation": Use language that is energetic, authentic, positive, and relatable to a youthful, active audience. Avoid overly formal or corporate jargon.
• •Live and Breathe the Beach Lifestyle: Consistently infuse copy with imagery, terminology, and a feeling that evokes the sun, sand, ocean, and the freedom of surf culture. Connect products to these experiences.
• •Champion Positivity and Inclusion: Ensure messaging is welcoming, uplifting, and celebrates diversity within the communities Hurley serves. Make everyone feel like they belong.
• •Subtly Weave in Performance and Innovation: While maintaining a casual and aspirational tone, highlight the technological advancements and quality of Hurley products, reinforcing their reputation for performance without being overly technical.
• •Stay True to Cultural Roots while Evolving: Ground the messaging in Hurley's surf heritage but also authentically incorporate elements of music, art, and skate culture as the brand expands its cultural reach.

Social Perception

Hurley is generally perceived as an authentic and cool surf and beachwear brand, popular among young people and those who identify with the surfing lifestyle. It's recognized as a global brand with strong ties to action sports, its credibility reinforced by associations with professional surfers and high-performance gear. The brand is seen as innovative, particularly in its boardshort technology. There's an understanding of its evolution, from its origins with Bob Hurley, through its Nike ownership, to its current stewardship under Bluestar Alliance, with some discussion on how these changes impact the brand's direction and "core" identity. Recent efforts towards inclusivity, broader cultural connections (music, art), and sustainability are being noticed.

Copy Examples

• •Headline: Beyond the Break. Beyond Expectation. Body: Engineered for the relentless. Our new Phantom+ boardshorts feature next-gen H2O-Dri technology and unparalleled flexibility. Don't just chase the horizon. Redefine it. #HurleyPerformance
• •Headline: Your Wave. Your Rules. Body: From dawn patrol to bonfire nights, Hurley is the uniform for a life lived loud. Express yourself. Find your freedom. Dive in. #HurleyLifestyle #VoiceOfTheNextGeneration
• •Headline: Sun-Drenched Days. Salt-Infused Soul. Body: Feel the pulse of the ocean in every thread. Our latest collection for women blends beach-born style with all-day comfort. Embrace the vibe. Live the Hurley way. #HurleyWomen #BeachCulture
• •Headline: Ride the Tide of Innovation. Body: We were born from water, built for the future. Discover gear that pushes boundaries, crafted with a love for the ocean and a commitment to those who call it home. #HurleyInnovation #SurfReady
• •Headline: More Than Apparel. It's a Statement. Body: Music. Art. Surf. Skate. We're the common thread. Hurley empowers your individual voice, celebrating the creative spirit within. Join the movement. #HurleyCulture #FreedomOfExpression