OFFICIAL PRESS RELEASE – (Costa Mesa, CA) May 29, 2008 – Hurley, a leading global youth brand with strong roots in surf, skate, art, music and beach culture, today announced the seventh installment of its expanding fashion event, “Walk The Walk,” to take place at the Irvine Spectrum in Orange County, California on June 6th, 2008. This is the third competition held in Hurley’s hometown and, due to its growth in popularity since its launch in June 2006, the event will take place outside of Hurley’s campus for the first time! Starting at 7pm, Hurley will host five local high schools – San Clemente (reigning “Walk The Walk” Champions in Orange County), Huntington Beach, Edison, Capistrano Valley, and Mission Viejo — 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 art and music program. The event is open to the public, with live entertainment provided by Party Squad and Street Drum Corps, and special performance by the The Maine.
“Walk The Walk” gives participants total artistic control to interpret Hurley fashion. Each high school is provided with the same pieces from the Hurley Holiday 2008 men’s and young contemporary collections to present an original fashion show. As part of the competition, schools are responsible for everything from developing a theme, providing models and creating outfits, to overseeing music selection, hair and makeup, event promotion and production. Throughout the process, 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 the Hurley lifestyle. 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.
“This is the third time ‘Walk The Walk’ is taking place in our backyard, and we’re really excited to see what the kids present,” said Bob Hurley, founder, Hurley. “With every show, I’m more and more amazed by the creativity, dedication and spirit of each school. It’s great to have some new components to this event too—we’re involving local retailers and bands, and added a mini competition where the kids can design a head-to-toe look to be included in an upcoming Hurley line…really, the sky is the limit for everyone involved!”
Each “Walk The Walk” school will be sponsored by a local Hurley retailer as follows: Hobie and San Clemente; Huntington Surf & Sport and Huntington Beach; Jack’s and Edison; Active and Capistrano Valley; and Chick’s Laguna Hills and Mission Viejo High School. Hurley provided the schools with invitations and promotional posters, along with materials from each school’s supporting retail partner. The teams have access to the “Walk The Walk” community blog section on Hurley’s website to post work-in-progress photos and taunt the competition, and received select NIKE footwear and $200 Macy’s gift cards to purchase additional accessories and miscellaneous items. Another new element includes a supplementary design contest, in which each school is tasked with creating, constructing, and presenting a guy’s and girl’s look on the runway. The winning designs will be sold as special edition pieces on Hurley’s website.
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.