Boardriders Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Quiksilver, Inc., headquartered in Huntington Beach, CA., is a globally diversified company that designs, produces and distributes branded apparel, wintersports and boardsport-related equipment, footwear, accessories and related products. The Company's products are sold throughout the world in a range of distribution channels, including surf shops, ski shops, skateboard shops, snowboard shops, Boardriders Club shops, other specialty stores and select department stores.
|Main Telephone||(714) 889-2200|
|Main Fax||(714) 889-3700|
Boardriders Inc. ContactsContacts (5/16)
|Pierre A.||Chief Executive Officer||CA|
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|Erik J.||Chief Financial Officer||CA|
|John H.||Vice President, Sales||CA|
|Jeff S.||Vice President, Sales||CA|
|Pacho B.||Vice President - LATAM||CA|
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Digital, Magazine Opps: Quiksilver unveils new creative direction, look for dollars in spring 2016
Subject: Digital, print, sponsorship, sports marketing, experiential
Company: Quiksilver, struggling surfwear company known for its namesake brand, DC Shoes and Roxy
Opportunity: They certainly weren’t “quik” about it – Quiksilver has finally publicly here). As expected, the shift “harks back to the brand’s hedonistic and artist roots” (read: authenticity minded millennial engagement), thus look for athlete/events investments to continue moving towards wider millennial focused print/digital buys and social media engagement. Gone are the days when Quiksilver skewed most of its ad dollars towards low reach endemic events and media. Launches for the brand’s 2016 collection are already underway but look to secure media in the spring, when Quiksilver will unveil the new “stay High” brand narrative, and the summer, the brand’s other top spending period. We’ll keep you posted as we learn more.
New Creative Direction: According to a statement, ‘stay High' will be divided into two “distinct stories”: the AM and PM collection. supported with strategic consumer segmentation and tiered product positioning targeting the lifestyle fashion market.
Digital Media Breakdown: Since January, Quiksilver and Roxy have dominated DC Shoes on the desktop display front, according to Moat. Most of Quiksilver’s activity has been with sports, media, entertainment and portal sites, led by go.com, zeldadungeon.net, trucker.com, espncricinfo.com, jayski.com, ebags.com and metacafe.com. This is a major departure from last year, when ads skewed mostly to lifestyle sites.
Meanwhile, Roxy has focused almost exclusively on magazine publishers (small amount of activity with women and lifestyle sites), skewing heavily towards shape.com. Entertainment, which doesn’t appear to be in the mix this year, was a top spending channel in Jan-June 2014, however.
DC Shoes’ activity is much lower than its sibling brands. Activity has been mostly with large paper and women publishers, such as transworld.net, chron.com and babycenter.com. Last year, almost all of DC’s desktop activity was with music sites.
Since January, of the three brands only Roxy is reporting mobile display activity (in fact, 65% of Roxy’s display is mobile). Activity is led by lifestyle publishers, followed by sports and movies. Sites reporting the majority of activity include ilovetoknow.com, mail.com, trails.com,, allkpop.com, giantbomb.com, scout.com, finecooking.com, mocospace.com and weddingbee.com.
New Decision Makers: This new direction comes after President Pierre Agnes was promoted to CEO in March and 11-year Quiksilver veteran Josh Rush was elevated to global creative director.
15202 Graham St.
Huntington Beach, CA 92649
Director, E-Commerce Marketing – Americas
Global Digital Brand Manager – Roxy
Senior Vice President, Global Brand & Marketing – DC Shoes