Quiksilver and DC Shoes Promote Winter X Games with National Brand Ad Campaign
(Huntington Beach, CA) January 13, 2005 — Quiksilver, Inc. (NYSE:ZQK), the boardriding industry leader, and DC Shoes, the premier designer, producer and distributor of action sports footwear, apparel and related accessories, today announced they will jointly sponsor ESPN Winter X Games Nine in Aspen, Colorado from January 29th — February 1st. This event is broadcast internationally to more than 110 million homes throughout the world. This alliance brings together the industry’s largest action sports company with the largest action sports event, and marks DC Shoes’ third consecutive year of sponsoring the event.
As Gold Level Sponsors, Quiksilver (www.quiksilver.com) and DC Shoes (www.dcshoes.com) will launch national advertising campaigns with athletes from both brands featured in new ads set to debut during the games. A spot titled “Popcorn” displays the talented and tight-knit Quiksilver Snowboarding Team, led by X Games medalists Todd Richards and Danny Kass, performing a host of amazing tricks; and “Medals” plays with the age difference between Kass and the older Richards. Ryan Smith and Devine Calloway from the DC Shoes Skate Team will be featured in North American spots called “What Do You See, which depict their perception of everyday objects as skate-able platforms. On Monday January 17th, Quiksilver’s ads can be viewed at www.quiksilver.com/xgames.
“The Winter X Games on ESPN has become the premier action sports competition and embodies the authenticity of these sports and the lifestyle. The event is now the single largest platform on which these athletes can perform and excel, said Bob McKnight, CEO of Quiksilver. “Joining with DC Shoes as Gold Sponsor of Winter X Games Nine provides Quiksilver with an ideal arena to directly connect with the soul of the competition and the millions of people who respect these athletes.
“We are proud and excited to once again sponsor the Winter X Games, and this year DC Shoes has stepped it up, now that we’re part of the Quiksilver family, said Ken Block, President of DC Shoes. “Winter X Games serves as a perfect showcase for the talents of our snowboarding and freestyle motocross athletes. It also provides us a rare opportunity to reach different audiences with our new skateboard TV spots, which we are really proudof.
Quiksilver and DC Shoes will both be well represented at this year’s Winter X Games. Snowboarders Danny Kass and Markku Koski of Quiksilver will be competing in Slopestyle and SuperPipe competitions, where Kass claimed a silver medal last year. DC Shoes’ Travis Rice, the Slopestyle Gold Medal Winner at Winter X Games VI in 2002, will compete in Slopestyle against teammate Todd Richards, a 1998 Olympian and winner of several Winter X Games Gold Medals. Rice is also a new addition to the SuperPipe competition. Additionally, DC Shoes’ Bjorn Leines and Eddie Wall will compete in Slopestyle and Dustin Miller will try his hand in the Freestyle MotoX Best Trick competition.
“The addition of Quiksilver to our sponsor roster is an awesome development,” said Chris Stiepock, General Manager, ESPN X Games. “We have enjoyed a terrific relationship with DC Shoes, and together Quiksilver and DC Shoes bring a tremendous action sports legitimacy and lifestyle element to Winter X Games Nine.
The ninth annual Winter X Games (http://expn.go.com/expn/story?id=1910736) will feature more than 230 of the world’s best winter action sports athletes competing for medals and prize money in four sports: Moto X, Ski, Snowboard and Snowmobile. This year’s Winter X Games will include daily live telecasts, live SportsCenter telecasts, and nighttime events televised live. ESPN2 will also present daily late-night highlight programs from Sunday, January 30th — Wednesday, February 2nd. The event will eventually be telecast in 10 languages to over 145 countries and territories around the woorld. All Winter X Games events are free and will be held at Aspen/Snowmass’ Buttermilk Mountain.
About DC Shoes
Founded by Ken Block and Damon Way in 1993, DC has grown to one of the leading action sports brands in just under ten years and is distributed throughout the world. The leader in performance skateboarding shoes, DC Shoes’ product line includes casual apparel, snowboard boots and outerwear, and a full line of accessories, as well as girls’, kids’ and toddlers’ skateboarding shoes. As one of the cornerstones of its marketing strategy, DC has built a world-class team of professional skateboarding, snowboarding, surfing, BMX and motocross athletes that exemplify and enhance DC’s brand, develop its signature products, and support its promotional efforts. DC is a subsidiary of Quiksilver, Inc.
Quiksilver designs, produces and distributes clothing, accessories and related products for young-minded people and develops brands that represent a casual lifestyle—driven from a boardriding heritage. Quiksilver’s authenticity is evident in its innovative products, events and retail environments across the globe.
Quiksilver’s primary focus is apparel, footwear and related accessories for young men and young women under the Quiksilver, Roxy, DC Shoes, Raisins, and Radio Fiji labels. Quiksilver also manufactures apparel, footwear and related accessories for boys (Quiksilver Boys and Hawk Clothing), girls (Roxy Girl, Teenie Wahine and Raisins Girls), men (Quiksilveredition and Fidra) and women (Leilani swimwear), as well as snowboards, snowboard boots and bindings under the Lib Technologies, Gnu, DC Shoes, Roxy and Bent Metal labels. Quiksilver’s products are sold throughout the world, primarily in surf shops, skate shops and other specialty stores that provide an authentic retail experience for our customers.