JUMPING OFF THE PIER
008 ASP Pro Junior Pier Pressure event at Huntington Beach
When Nike 6.0 Pier Pressure hit year two, it was time to amp up the brand. Pier Pressure was now hardcore surf eventage: the 20K purse pulled surfers riding towards the Bilabong World Junior Championships. Hammering this brand meant standing out in surf world, but standing within the Nike world. For 2008, Pier Pressure had upgraded to an Association of Surfing Professionals (ASP) Grade 4 event, making it the highest rated Pro Junior ever in North America. Help in hitting the new, sophisticated look came from artist Adam Haynes. He painted the famous Huntington Pier, iconic in surf circles, swallowed by a massive wave. The scale emphasized Pier Pressure as a major destination on the circuit. Bright orange colors tied Pier Pressure to Nike 6.0, and Hand drawn graphic lettering touched on the free form, DIY roots of surfing. The look extended digitally, branding the entire web site in similar shades. Hit by (INTERVIEW FOR NUMBERS) users daily, it showed everything from surf tides to surfer profiles. Constantly streaming video of events put Pier Pressure on the global map, expanding the Pier Pressure brand for following years.
