Huntington Beach-based Quiksilver Inc. continues to woo mainstream America with its surf and skate garb.
The clothing maker’s recent decision to sign an exclusive licensing agreement with Menomonee Falls, Wis.-based Kohl’s Corp. to carry its Tony Hawk line “connects us with a whole new group of young people,” said Bob McKnight, Quiksilver’s chief executive, in a statement.
“The continued growth of the board riding lifestyle has strengthened both our brand and industry’s position in mainstream culture,” McKnight said.
Tony Hawk clothing, which Quiksilver bought in 2000, has been one of the company’s “incubator” brands, according to McKnight.
The label was founded by skateboarding icon, Tony Hawk, who was ranked the world’s No. 1 vertical ramp skateboarder from 1984 to 1996.
Hawk himself is a marketing machine.
He makes millions a year from endorsements and licensing deals, such as Activision Inc.’s Tony Hawk Pro Skater video games and Tony Hawk’s Gigantic Skatepark Tour on ESPN.
Hawk’s company, San Juan Capistrano-based Tony Hawk Inc., also sells DVDs, for $14.99 a pop, that feature Hawk’s skateboarding tips and favorite skate parks.
Quiksilver said Hawk is “one of the most visible links between the action sports world and mainstream consumer market.”
Enter Kohl’s, which has about 670 department stores in 40 states.
Under the deal, Quiksilver is set to design Tony Hawk clothes and accessories and Kohl’s will sell, market and distribute the garb starting in spring 2006.
Kohl’s president Kevin Mansell said in a press release that Tony Hawk clothing will be designed to appeal to young males.
New Contracts, Expansion
Juxt Interactive in Newport Beach has boosted its staff in the past year.
Chief Executive Steve Wages said the marketing and Web design shop now has about 23 workers, an increase of six employees from a year earlier.
“We’ve stayed in the same offices in the past year, just cleared off the unused desks to make room for new staff,” Wages said.
Juxt picked up a number of new accounts, such as Coca-Cola Co., Hardee’s Food Systems Inc. and Irvine’s Boost Mobile LLC, which is owned by Nextel.
Some existing clients, such as Boston Beer Co.’s Samuel Adams unit and Irvine’s Kawasaki Motors Corp. USA, “increased their activity with us substantially,” Wages said.
Juxt also has been asked to produce more original work for clients’ marketing campaigns, such as video shoots for Hardee’s and Coca Cola, Wages said.
The Orange County shop said it expects to double its business in 2005. It recently won a large project from Target Corp., Wages said.
“The year is already off to an amazing start,” he said.
Y & R; Promotion
Young & Rubicam Brands in Irvine recently carved out a top creative spot.
The shop named Anthony DiBiase, former creative director of Y & R;’s Wunderman interactive unit, as its new executive creative director.
DiBiase will oversee the creative teams of Wunderman and Young & Rubicam Advertising, and work closely with David Murphy, manager partner of the Irvine shop.
Wunderman has been a bright spot for Y & R.; While Y & R; lost a few big accounts earlier this year, such as Ford Motor Co.’s Jaguar Cars and Sony Electronics Inc. in San Diego, Wunderman has retained work, including some from Jaguar, which is part of Irvine-based Premier Automotive Group. Y & R; is a unit of Britain’s WPP Group PLC.
Creative Wins
Lake Forest-based Creative Lab picked up some new accounts.
The shop was tapped by Crystal Cathedral in Garden Grove to develop a logo for its new show called “Creation,” which opens June 9.
The Creative Lab also is helping the Anaheim/Orange County Visitor & Convention Bureau and a group of coastal hotels with an ad campaign.
Charles Ahlers, the bureau’s president, said the agency had spent the past year promoting resorts along the coast from Dana Point to Huntington Beach. They include the Montage Resort & Spa in Laguna Beach and Hyatt Huntington Beach.
The Creative Lab created a 26-page brochure featuring the resorts and the group’s tagline, “The OCeanfront.”
You guessed it, the name was inspired by the hit Fox show, “The O.C.” The OCeanfront is made up of 10 coastal resorts that have put aside competition to promote the coast under one name.
Bits and Pieces:
Newport Beach’s Ruby’s Diner Inc. is promoting its new restaurant in Temecula, the chain’s 39th diner. To celebrate the opening, Ruby’s raised $2,500 for the Temecula Boys and Girls club O’Leary and Partners has moved to bigger digs in Newport Beach. The shop, formerly in Irvine, bolstered its staff after picking up new work, such as the local unit of Japan’s Kawasaki Heavy Industries Ltd.
