Serving The Komunity
August 17, 2007
By Kristina Ackermann – From Transworld Surf Biz – Posted 08.15.2007
As if winning eight world titles wasn’t enough, Kelly Slater is branching out into the retail market with a new brand of surf accessories called Komunity Project. With a complete line of leashes, board bags, and traction pads, Komunity Project is a reincarnation of the K Grip brand of traction pads that was first launched in the early 90s. A lot has changed in the surfing world since then, and Komunity s products reflect those changes by incorporating features designed by the riders themselves, primarily by Slater and fellow Komunity teamrider Dane Reynolds.
Products truly designed by its riders are number one, Slater says about the brand s development. I think Dane s one of the future leaders and one of the most exciting surfers in the world right now, so we thought he d be great for the company to design things that work for him and that other kids would want to use.
Although Komunity Project is owned by Kelly Slater, it is a division of Quiksilver, so Komunity has the benefit of an experienced team of managers and reps backing it. But VP Dave Lester (former owner/manager of Pro-Lite) points out that the goal is to grow Komunity Project beyond the realm of Quiksilver’s familiar territory.
We really looked to be involved with Kelly on a larger accessory company and then expand from there, Lester explains. The important thing about Komunity is that it s not being limited to just Quiksilver accounts and retailers. There s a separate sales force and dedicated reps that are specific to Komunity Project. International Sales Director Scott Farnsworth says response to the brand has been overwhelmingly positive. So far there s been a lot of interest and excitement from the retailers, Farnsworth says. The category has been a little flat these past years. There s been a couple brands producing a few things here and there, but nobody has really encompassed it.
Besides Slater and Reynolds, the athletes currently signed on with Komunity Project are Jeremy Flores, who also rides for Quik, and fourteen-year-old Luke Davis. We re looking at a few other riders to be involved long term for the company and make it part of their lifestyles and designs, Slater says.
As for the future of Komunity Project, designs are already underway for gear bags, backpacks, and roof racks, while Lester says there s also potential for the brand to expand beyond surf-specific gear. One predominant goal for everyone involved is to find ways to give back.
One thing Kelly was very interested in from the beginning was giving back to the industry and to the environment, so that s something that we ll be looking into as the brand progresses, says Farnsworth.
Slater explains that the idea of giving back was how the name Komunity Project came to be. Obviously the spelling keeps in line with K Grip and myself, but it s more of an idea that it s a group coming together for a bigger reason, he says. Maybe not so much just for a company, but for the world. It s in line with philosophies of life for me, connecting people and broadening our perspectives.
Website: komunityproject.com
