Worries Surf companies
Phil Knight is still the king at Nike, but 59-year-old Sandy Bodecker, a former ski racer, makes our list for pushing the Swoosh’s juggernaut into the action-sports realm. First, in the nineties, he transformed Nike into a major player in soccer, investing heavily in national-team sponsorship, which helped lead to revenues in excess of $1.7 billion. Then, a decade ago, he headed a successful push into skateboarding. Now Bodecker hopes to establish Nike as the market leader in the realms of skateboarding, surfing, snowboarding, BMX, and motocross. He’s off to a good start: His revamped action-sports division pulled in $470 million through August, making it one of the company’s fastest-growing sectors. In June, Nike unveiled “The Chosen,” the company’s “Just Do It” campaign for action sports. And in July, Nike surfer Carissa Moore, then 18, became the youngest woman to clinch the ASP women’s title.
By the Numbers 27.6 percent: portion of the action-sports-footwear market Nike reportedly controls
Second Opinion “In ten years, Nike could own the whole action-sports category,” says Peter Townend, 1976 ASP world champion and former publisher of Surfing magazine. “Nobody outside of the surf business has ever been in the game before. The cartel is freaked out—the Quiksilvers, Billabongs, and Rip Curls.”