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Quiksilver

In: Inspiration

Author

Listed:
  • Nicholas Ind
  • Cameron Watt

Abstract

From Byron’s eulogy to the oceans in Childe Harolde’s Pilgrimage1 to the seaside epiphany of Stephen Dedalus in James Joyce’s Portrait of the Artist as a Young Man,2 writers have often had a mystical relationship with the power, rhythm and sensuality of the sea. These attributes also inspire surfers to experience the adrenalin-fuelled thrill of riding waves. For dedicated surfers it represents a lifestyle outside of the mainstream with its own experiences and language. For the rest of us, the relationship is more superficial, but we can still wonder at the balance, movement, skill and daredevilry of the rider. To meet the equipment needs of surfing requires an insider perspective, which is why the culture of the largest board riding equipment company, Quiksilver, mirrors that of the sport. As Marketing Director Randy Hild says: These sports have a tremendous personal style. Every participant has a different routine. If you’re surfing a wave, each wave is different and the way it is ridden is different.

Suggested Citation

  • Nicholas Ind & Cameron Watt, 2004. "Quiksilver," Palgrave Macmillan Books, in: Inspiration, chapter 9, pages 119-129, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-51088-3_9
    DOI: 10.1057/9780230510883_9
    as

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