The website's development coincides with a major PR event in Beijing, which will see skateboarder Danny Way 'jump' over the Great Wall.
The brand, which has four outlets in Shanghai and 10 in Hong Kong, will feature an Asian-Western online design. Its website will feature sports videos -- surfing and skateboarding -- from both international and Chinese athletes.
The brand, which has four outlets in Shanghai and 10 in Hong Kong, will feature an Asian-Western online design. Its website will feature sports videos -- surfing and skateboarding -- from both international and Chinese athletes.
Youth sports brands such as Quiksilver, as well as sister labels Roxy and DC, are gaining popularity among Chinese youth. "Since the youth in China are starting to move away from the traditional sports of basketball and football, they are looking for a more creative lifestyle and image," said Brian Smith, core sports marketing manager for Quiksilver GS Trading Shanghai. "Skateboarding provides the image, and Quiksilver provides the clothing and events to support this image. Quiksilver has been leading this youth channel for 30 years, we will continue to do the same in China."
Smith noted that the Danny Way event was part of efforts to build the DC and Quicksilver brands in China. Other PR efforts include taking journalists snowboarding or skateboarding, giving them a first hand experience of the sports.