The brand, owned by Quiksilver Inc., will launch a marketing campaign that features some of the world’s best surfers: Bruce Irons, Ezekiel Lau, Kanoa Igarashi and Leo Fioravanti.
DC Shoes’ global surf program was suspended in 2013, but it is being revived because the Huntington Beach, Calif.-based label has since “curated and welcomed a full roster of riders along with a complete surf program.”
“Since the surf program’s inception, it has always been a part of DC’s DNA and we never lost sight of the program,” Jeff Taylor, who leads the global brand, said in a statement. “We initially launched the team in 1998 with the Irons brothers and Shane Dorian. Moving forward, DC will continue to support riders who believe in the brand and strive to defy convention for years to come.”
Bruce Irons said, “Aligning with DC makes sense — it’s where I started with Andy. I’m stoked on this family DC has curated and ripping alongside these progressive surfers.”
DC Shoes hopes to follow the successful campaign it unveiled last year. In 2015, the footwear firm debuted a video starring Robbie Maddison called “Pipe Dream” that generated more than 20 million views on YouTube.
After the video become a viral hit, the label released a three-part series on how the stunt rider “surfed” a 275-pound dirt bike on one of Tahiti’s most ferocious waves.