The internet erupts when "actor" Pedro Pascal is mistaken for inspiring Eddie winner Luke Shepardson!

The internet erupts when “actor” Pedro Pascal is mistaken for inspiring Eddie winner Luke Shepardson!

What kind of value could you put on an event like that? Millions? Thousands of millions?

I’m not sure how your memory holds up, but I had to go through some old files and Bing/Yahoo some old stories to remember them. of what is probably the biggest flop in the history of sports marketing.

Namely, Quiksilver loses the naming rights to what is now The Eddie Invitational, but used to be The Quiksilver: In Memory of Eddie Aikau.

What you may not know is that The Eddie Invitational, sponsored by Quiksilver, didn’t start out as a big wave contest.

The first event was held in 6 to 8 foot waves at Sunset Beach in 1984, and it was only a big wave when Quiksilver execs along with Fast Eddie Rothman turned it into the special event we all know, love, etc., in Waimea Bay.

When the prize money of fifty thousand was announced, it also became the richest surfing contest in the world.

In 2016, it looked like the event couldn’t get any better when John John Florence, the newly crowned world surfing champion, cemented his claim to being the best in the business when he won the still Quiksilver-sponsored, albeit barely, Eddie in wild conditions of 25 feet.

What kind of value could you put on an event like that?

Millions?

So how did such a fruitful relationship, which included the lucrative sale of Eddie Aikau-Quiksilver merchandise, end up in the gravel, pecking for worms?

Here’s the background: The previous ten-year contract was due to expire in the spring of 2016, and Quiksilver and the Aikau family began negotiating a new deal.

The Aikau family was informed that there could be a potentially better deal if they shopped around a bit. Red Bull was in the mix, initially, but apparently Red Bull and the WSL couldn’t find a way to play nice, so they pulled out at the last minute, leaving the Aikaus without a deal.

A source told BeachGrit that Quiksilver made multiple offers to Aikaus, all with increased revenue-sharing opportunities, but all were rejected.

But here’s the thing.

Quiksilver owned the permits for the 2015-16 contest and even entertained the idea of ​​calling it a different name to circumvent the need to involve the famous Hawaiian family.

Quiksilver played with The Quiksilver: In Memory of Jose Angel, The Quiksilver: In Memory of Todd Chesser, The Quiksilver: In Memory of Brock Little.

Anyway, it worked for 2016, but was canceled soon after.

Did Quiksilver decide that the chances of The Eddie ever being as good as it was in 2016 were so slim that the money invested in it would be wasted?

The question I asked at the time was: if you were given the keys to the clothing giant that was once six hundred million dollars in debt, would you continue with The Eddie?

Or would you invest the excess money in your team’s number one driver, Matt Banting?

Quiksilver chose Banting.

regrets, you think?

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