Hurley Launches the Next Dimension in Boardshort Innovation: The Phantom 4D
COSTA MESA, Calif. June 15, 2011 /PRNewswire/ — Youth lifestyle brand Hurley announced today that they are taking the 3-time SIMA award-winning Phantom Boardshorts to the next level with the all-new Phantom 4D.
Championship athletes inform innovation at Hurley. The Phantom 4D is an adaptive response to the increasing performance demands of surfers like Rob Machado, Evan Geiselman and Brett Simpson. “The level is so high now that these guys are constantly pushing us to challenge the status quo,” says Hurley VP of Design and elite-level surfer Ryan Hurley. “We spent a lot of time with our athletes – in Bali, Hawaii and in Oregon with the Nike Innovation teams – and really focused on the dynamics of the waistband. We knew there was so much potential to come up with something special.”
Incorporating Nike Flywire technology, Phantom 4D features a first-of-its kind “biomimic” waistband that moves with the body. The modified Nike Flywire cables provide stability and engineered compression zones to keep the shorts in place while the body is in motion. The 4D waistband is welded, providing minimal bulk and water absorption, and includes the EZ Fly closure.
Phantom 4D also features Phantom technology, including 4-way superstretch fabric made from 100-percent recycled polyester and performance water repellency for minimal absorption and reduced weight. It contours to the body and has seamless welded construction, making the Phantom 4D the most comfortable high-performance boardshort to date.
Artist James “Dalek” Marshall created a striking visual language for the product inspired by the waistband innovation. “We wanted to articulate the technology,” says Marshall. “If the idea is to create a boardshort that moves as you move, then the graphic needs to reflect that connection to the body.”
Phantom 4D is now available at specialty retailers. Look for a full expression of the boardshort at the US Open of Surfing in Huntington Beach, July 30-August 7.
For media downloads, go to http://www.hurley.com/phantom/downloads.cfm
“Hurley is a company based on inclusion,” says chairman and founder Bob Hurley. This philosophy applied to Bob Hurley’s early years as a Huntington Beach shaper, working with friends alongside the world’s best athletes to make a better surfboard. It applied to the company’s launch in 1999, when Hurley decided to start a brand that was a true microphone for youth. In 2002, Hurley was acquired by Nike — the largest and most influential sporting brand in the world. Inclusion remains a guiding principle of the company today, where innovative products like Phantom Boardshorts and game-changing events like the US Open of Surfing continue to redefine what is possible in our world. Hurley headquarters are in Costa Mesa, CA, with international offices in Sydney, Tokyo, Barcelona and Bali. www.hurley.com