Hurley’s “Walk The Walk” Fashion Show Competition Heads East To Virginia Beach

Signature Event Continues with Sixth Competition Challenging Four Local High Schools to Produce Original Fashion Show Highlighting Hurley Fall ’08 Collections 

(Costa Mesa, CA) April 17, 2008 – Hurley (www.hurley.com ), a leading global youth brand with strong roots in surf, skate, art, music and beach culture, today announced the sixth installment of its signature fashion event, “Walk The Walk,” to take place at The Norva in downtown Norfolk, Virginia on April 24th, 2008.  Starting at 7pm, Hurley will host four local high schools – Ocean Lakes, Kellam, First Colonial, and Cox — in a friendly fashion show competition that puts the styling, production, and marketing in the hands of the students. Each participating school is required to create a five minute show, and the winning school will be awarded with a $5,000 donation to its fashion marketing program.  Live entertainment will be provided by Party Squad and Street Drum Corps, with a special performance by the UK’s vintage pop-punk band, Beat Union.   

The success and excitement around Hurley’s “Walk The Walk” Fashion Show competition has grown since its debut in June 2006.  Flipping the traditional fashion show model, “Walk The Walk” gives participants total artistic control backstage to interpret Hurley fashion, while stylists and designers watch from the crowd.  Each high school is provided with the same pieces from the Hurley Fall 2008 men’s, young contemporary and swim collections to present an original fashion show – from developing a theme, providing models and creating outfits, to overseeing music selection, event promotion and production.   Along the way, the schools have access to Hurley’s marketing and design teams for guidance and insight into the company’s culture, allowing them to further experience what Hurley is all about.   

“When we first introduced ‘Walk The Walk,’ I had no idea how much the event would inspire and impact so many people,” said Bob Hurley, founder and ceo, Hurley.  “It empowers kids to own something from start to finish and gives them insight into exciting and valuable real-world activities.  Most importantly, Hurley is all about giving youth the microphone to express themselves, and ‘Walk The Walk’ has turned out to be a very amazing microphone.”   

For the first time, each “Walk The Walk” school will be sponsored by a local Hurley retailer.  The teams consist of Wave Riding Vehicles and Ocean Lakes High School; 17th Street Surf Shop and Kellam High School; Coastal Edge Surf Shop and Cox High School; and Whalebone Surf Shop and First Colonial High School.  Hurley provided each school with invitations and posters to promote the event, along with materials from each school’s supporting retail partner.  The teams were also given Macy’s gift cards to purchase accessories and miscellaneous items for their show.  In addition, each has access to the “Walk The Walk” community blog section on Hurley’s website to post work-in-progress photos and taunt the competition.   

The four schools will showcase their take on Hurley style in front of a panel of judges, including Bob Hurley; Paul Gomez; Hurley muse, Rosie O’Laskey; professional surfer and Hurley team rider, Noah Snyder; Hurley’s senior boardshort designer, Ryan Hurley; and a special guest judge.  Each school will be reviewed on a ten point scale based on overall vibe, crowd support, flow, creativity, energy, hair and makeup, school spirit, promotional strategy including web blogging, and illustration of Hurley’s brand message. 

Other new elements added to this “Walk The Walk” event include a supplementary design contest, in which each school is tasked with designing, constructing, and presenting a men’s and women’s look on the runway.  The looks will be judged and the winning designs will be sold as sspecial edition pieces on Hurley’s web site.  Also, select students from the each school will be submitted by teachers to receive a full scholarship to attend the Occupational & Technical Studies Fashion Merchandising Program at Old Dominion University.  The week long program, designed specially for high school students interested in pursuing a career in the fashion industry, teaches specialized subject areas through innovative instruction, hands-on activities and real-world experiences shared by guest speakers. The culmination of their studies is presented in a fashion show at the end of the week. 

Hurley’s “Walk The Walk” Fashion Show competition is one of Hurley’s most prominent nationwide brand initiatives that reflects the company’s commitment to inspiring creativity and confidence among its diverse audience.  In addition to generating friendly rivalry among participating schools, it provides students with an introduction into the worlds of marketing, event planning, production and fashion design.   

For more information and to watch videos from past “Walk The Walk” shows, please visit www.Hurley.com    

About Hurley’s “Walk The Walk”
The first Hurley “Walk The Walk” Fashion Show took place on June 1st, 2006 at the company’s head-quarters in Costa Mesa, CA.  Dana Hills, Laguna Beach, and Newport Harbor high schools participated in the event, which attracted over 600 visitors.  Dana Hills took the winning title,  and Hurley awarded students with a live on-campus performance by popular rock band and 2005 Vans Warped Tour stars, Greeley Estates.    

In January 2007, the competition headed to Orlando, FL, where four schools vied for the best east coast style and Winter Park High School took the prize.  The event returned to  Orange County in June, with San Clemente High stealing the title from Dana Hills; and on November 14th, 2007, Hurley’s “Walk The Walk” hit Hawaii for the first time.  After three equally unique performances, the judges awarded Pearl City a plaque and $5,000 donation to the school’s art and music program. The inspiring group of students collectively decided to give their winnings to one of their teachers to support her battle with breast cancer. 

“Walk The Walk” premiered next in San Diego, CA on January 25th, 2008, where four local schools competed for the winning title in front of Hurley executives and special guest judge and wide receiver for the San Diego Chargers, Kasim Osgood.  Lincoln High was declared the winner and received a plaque and $5,000 donation to the school’s art and music program.  Students from the other participating schools each received a $2,000 donation to their art programs, along with Hurley “Walk The Walk” tshirts and DVD copies of the show. 

About Hurley
Hurley is a leading global youth brand with strong roots in surf, skate, art, music and beach culture.  Driven by creativity and freedom of expression, Hurley develops world-class products for guys, girls and kids, including sportswear, footwear, eyewear, accessories, girl’s swimwear and wetsuits.  A wholly owned, independently run subsidiary of Nike, Inc., Hurley’s corporate headquarters are located in Costa Mesa, CA, with international offices in Tokyo, Sydney and Barcelona. For more information, visit www.Hurley.com .