As part of its commitment to innovation and empowering the new generation of surfers, Hurley, in partnership with Nike, have announced that they have officially launched the new Phantom JJF Elite boardshort.
“John John Florence’s style has a massive impact on our design,” said Hurley Creative Director, Ryan Hurley. “Collaboration with incredible athletes like John, as well as our friends at Nike, has allowed us to continue to come up with new product solutions for the water. Our team stays open-minded with a relentless focus on innovating for the modern surf athlete.”
Hurley Athlete John John Florence challenged Hurley to design a boardshort that could withstand the harshest conditions, without compromise to comfort and flexibility. The Phantom JJF Elite is the latest product designed with Nike’s fuse technology method; a Nike footwear innovation provides Hurley with the ability to create a more dynamic and lightweight waistband that moves fluidly with the body.
Inspired by Nike’s footwear solutions and informed by Florence, the Phantom JJF Elite is Hurley’s most technically advanced performance boardshort on the market. Featuring Hurley’s new Dynamic Livewire waistband, the Phantom JJF Elite is built for the highest level of surf. A double layer of 60 percent stretch Phantom fabric enables movement in the waistband, while an exclusive construction technique was developed to stabilize the multi-directional fabric.
“We are truly a stronger brand if we maximize all of the talent in the NIKE, Inc. portfolio.” — Aaron Cooper, Senior Designer in Innovation for Nike.
Through Hurley’s partnership with Nike, the brand is able to tap into Nike’s innovations for sports like running and apply it to water activity, creating ingenious products for surfers and designed to make in-water performance lighter, faster and more flexible; transcending the sport and the athlete.
“We are truly a stronger brand if we maximize all of the talent in the NIKE, Inc. portfolio,” says Aaron Cooper, Senior Designer in Innovation for Nike. “This includes our athletes. Hurley surfers have pushed us to be better designers, as they need zero distraction in their performance products. What we’ve learned when working with them has helped us solve problems for athletes out of the water as well.”