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Backdoor 09/28/07

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Photos by Happy Zurowski and Maurice Aubuchon

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Nike Tries to Enter the Niche Sports It Has Missed

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MOVE over, Michael Jordan: here comes P-Rod. Enlarge This Image Nike Laura Enever stars in a Nike commercial in Bali, Indonesia. She surfed at night, illuminated by flood lights like a rock star. Add to Portfolio Quiksilver Incorporated NIKE Inc Volcom Incorporated Go to your Portfolio » In an attempt to leave no sport unmarketed,  Nike , the sports apparel manufacturer, will begin the next phase of its current “Just Do It” campaign with a focus on action sports like skateboarding, snowboarding and surfing. The new campaign, called “The Chosen,” is Nike’s largest effort at moving into action sports, and will feature athletes like the skateboarder Paul Rodriguez (or P-Rod), the surfer Laura Enever and the snowboarder Danny Kass. “When we looked at action sports, we saw a unique consumer segment that was underserved in terms of product innovation,” Mark G. Parker, Nike’s chief executive and president, said at a shareholder meeting in May. Action sports are a $390 million business ...
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Honoring the Surfer Andy Irons With a Paddle-Out by The New York Times.

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IT’S not uncommon for the number of surfers near the Huntington Beach Pier in Southern California to reach triple digits. But last Sunday, the headcount swelled to more than 500. The surfers were not jockeying for waves, though. They were bobbing on boards in the open water, holding hands in a large circle. This was a “paddle-out,” the way surfers throughout the world honor their dead. It’s a floating memorial service, with flowers and reminiscing, but no dirges. The ceremony was for Andy Irons, a beloved world champion from Hawaii who died Nov. 2 at age 32, of as yet unexplained causes, in a hotel room in Dallas. Shocked members of the surfing community swiftly organized paddle-outs around the world: in Bali, Australia, Brazil, Spain,  France ,  Italy , Virginia, Florida and Mr. Irons’s hometown, Hanalei, Kauai, as well as Huntington Beach, where Jim Kempton, a longtime surfer and former editor of Surfer magazine, was among the spectators on Sunday. “I don’t think I’ve se...
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