Report: Surf Brands Considered Daggy, As Aussie Kids Prefer Nike And Adidas

Aussie children increasingly prefer to wear sportswear labels such as Nike and adidas, and are turning off famed local surf wear brands such as Rip Curl and Billabong that are increasingly considered “uncool”.
A comparison study by Roy Morgan Research found that in 2007 some 46 per cent of childnre surveyed said Billabong was a “cool” brand. Fast forward to 2017 and that figure has plummeted to just 14 per cent.
Fellow Australian surf brand Rip Curl has also fallen out of favour: between 2007 and 2016, the proportion of Aussie kids who considered it cool fell from 33 per cent to 18 per cent.
Aussie-founded (now US-owned) Quiksilver also lost popularity, with just 15 per cent of kids including it on their cool list in 2016 (down from 28 per cent), while its sister brand Roxy suffered a similar fate (from 34 per cent to 14 per cent). Only five per cent of kids rate Rusty as cool now, less than a quarter of the 23 per cent who did in 2007.
Which surf and sports labels are cool with kids? 2007 vs 2016
This decline in surf-wear’s cool credentials is evident among boys and girls of all ages, but the most pronounced downturn has been among girls aged between 10 and 13. For example, whereas 72 per cent of girls in this age bracket thought Billabong was cool and 79 per cent thought the same of Roxy in 2007, these figures have plummeted to 22 per cent and 30 per cent respectively.
And surf wear’s loss is athletic wear’s gain. Considered cool by 27 per cent of Aussie kids in 2007, Nike is now at 39 per cent. While adidas’s trajectory hasn’t been as steep, it now outstrips all five surf labels with 26 per cent of children rating it as cool (up from 22 per cent). Curiously, Puma hasn’t fared so well (slipping from 18 per cent to 13 per cent between 2007 and 2016).
Just as the cool status of surf-wear brands took its biggest hit among 10-13 year-old girls, sportswear’s most dramatic improvement was with this same group. An impressive 57 per cent of girls aged 10-13 agree that Nike is cool, up from 29 per cent in 2007; with 40 per cent feeling the same way about adidas (up from 25 per cent).
Commenting on the findings, Roy Morgan’s communications director, Norman Morris, said: “Whereas surf labels like Billabong and Rip Curl used to be about as cool as it got with Aussie kids, Roy Morgan data shows that this is no longer the case. Those in the apparel trade will know that this is consistent with a wider slump for surf wear, which has struggled (along with many other local clothing retailers) to compete with the influx of cheap’n’cheerful international retailers such as H&M and Topshop.
“Furthermore, surf culture in Australia has moved so far from its rough-and-ready roots that it’s now part of the mainstream, with even former PM Tony Abbott hitting the waves. On the other hand, Nike and adidas are benefitting from the current athleisure craze, with kids (especially girls) clearly responding to sportswear’s popularity with fashionistas around the world. Nike’s relationship with actor-comedian Kevin Hart and adidas’ association with singer Kanye West undoubtedly add to these labels’ desirability, even among children.
“Aussie kids are an influential consumer group, not only spending their own money but often influencing their parents’ purchasing decisions. They have strong opinions on what’s cool and what’s merely lukewarm, and what they like today may well be different to what they liked just 12 months earlier,” he said.
Please login with linkedin to comment
Advertising Standards Bureau Brand Finance Fashion Publishers Rinsed TelevisionLatest News

Hurry: Entries Close This Friday For Snapchat Young Lions!
Entries close this Friday for Snapchat Young Lions! No warning bells, no air horns, no firing of a small canon. Nothing.

Voting For B&T’s 30 Under 30 People’s Choice Awards Is Now Open!
Of all the awards B&T hands out, THIS is one of our favourites. That & our in-house 'staff f@ck-up of the month' trophy.

“The Future Of Our Industry Lies In Collaboration”: How Ad Tech Can Come Together Without Cookies
As the saying goes, "there's no 'I' in team". There are several in 'advertising industry' however.

Mark Zuckerberg Says Realistic Avatars Will Be The Future Of VR For Facebook
Here's good news for the single and desperately alone, Facebook wants you to date an avatar of yourself!

National Indigenous Television Appoints Jack Latimore Managing Editor Of NITV Digital
NITV has announced that Jack Latimore, acclaimed writer and journalist, and proud Birpai man with family ties to Thungutti and Gumbaynggirr/Bundjalung nations, has been appointed Managing Editor of their digital offering. Latimore has been acting in the position since last December. Before that, he was Digital Editor at NITV. His promotion sees his remit expand […]

5,000 Votes Later, These Are Your Top Five 30 Under 30 People’s Choice Awards Nominees
B&T's server barely coped with yesterday's announcement of People's Choice. Well, we doubt it was that cloud article.

Are Media Launches TRENDtalks, A Category Insight Series For Marketers
Magazine publisher Are Media continue to unveil a raft of initiatives that have little to do with publishing magazines.

Verizon Promotes Simon Wheeler to Senior Director Of Content
Verizon Media has promoted Simon Wheeler to senior director of content, following significant growth of Verizon Media’s Australian media brands. Under his new regional remit, Wheeler will lead editorial strategy in English-language regions, including Australia, India and South-East Asia. Editorial teams in India and across South East Asia will now report into Wheeler under the […]

Spirit Super Appoints Common Ventures As Creative Partner
Nothing says "I'll be working until I'm 107" quite like opening the latest super statement in the mail, does it.

Subaru Launches New Outback With Homage To The 80s In New Campaign Via The Works
This wonderful 80s-inspired car ad will arguably make no sense whatsoever to anyone aged 35 or under.

Destination NSW Launches New Media Centre
A message to Destination NSW - yep, you got us, we're not going anywhere else now, are we? Rack that travel cue, we say.

Howatson + White Snares Allianz’s Creative Away From TBWA As Its Foundation Client
Howatson + White hurriedly forced to switch their car's green slip insurer after snaring Allianz as inaugural client.

electriclimefilms Vows To ‘Shape An Inclusive Culture In Film And Media’
Since its inception in 2010 of bringing expressions of art to commercial films, electriclimefilms has been seeking and taking firm steps towards moulding an inclusive culture within the workplace and film industry. In a male-dominated industry, the film house prides themselves on a growing female presence across Dubai, Singapore and Sydney; seventy per cent of […]

Jon Foged Appointed To Kantar’s ANZ Leadership
Jon Foged promoted to MD of Kantar's ANZ insights division. Also exhausted by constantly adding "it's without the 'h'."

YouTubers Expose Royal Experts For Lying About Harry And Meghan’s Oprah Interview
Despite Oprah's probing interview, we're none the wiser to the family's hatred of Fergie or if the Queen ever farts.

The Royals Unveils ‘Perfect Match’ Campaign For Home Loan Lender Athena
All but given up on ever owning your own home thanks to insane property prices? Feel the rage with this comedy spot.

Special Group Adds Matt Bladin And Phoebe Sloane To Melbourne Creative Team
Special Group snare award-winning duo for Melbourne office. And by "award-winning" we mean not just third in backstroke.

CHEP & Aptamil Toddler Launch Campaign To Help Mums Return To Work
Nothing screams "I'm a new parent" quite like the bags under the eyes and the vomit down the back, does it!

“Women Belong In The Kitchen!” Burger King Flame Grilled For Tone Deaf Ad
B&T's labelling this article as crisis management, but it's really about laughing at people stuffing-up really badly.

Monday TV Wrap: Meghan And Harry’s Oprah Interview Resoundingly Wins The Night For 10
Oprah's Meghan and Harry tell-all proves a winner for 10, but not for New Idea's printers forced to work to 5am.

The Ads I Wish I’d Made: CCG’s Ant Melder – “Pot Noodle’s The Ring Transcended The Brand”
It's the latest in B&T's video series 'The Ads I Wish I'd Made'. And, yes, it excludes the pre-roll ads on the YouTube.

Those Stories About Your Brand’s ‘Social Impact’ Are A Waste Of Time – And Money
This expert argues brands blabbering on about their social impact is a waste of time & money. And you read it for free.

Sacked Channel Seven Presenter Simon Reeve Settles Court Battle With Network
Ryan Phelan, Andrew O'Keefe and now Simon Reeves! It's been a big year for ex-Seven employees' legal teams.

Data, Identity And The Art Of Keeping It Simple
Here's a piece titled "data, identity & the art of keeping it simple". And, to the author's credit, he's kept it simple.

Working Mums Are Always Asked, How Do You Manage Career And Family? Let’s Build A Society Where This Isn’t The Norm
This should've run yesterday for International Women's Day. But in B&T's defence, it was $10 schnitzels at our local.

Never Not Creative Launch Never Not International Women’s Day Campaign
A platform that shares talks addressing the challenges of women in society by women and male supporters in our industry, live, on-loop 24.7.365.

First-Party Data, Transparency And Aggregation: Tips On Surviving A Cookieless World
This headline does suggest you're in for a heavy techy read here. But fear not, even B&T understood a good 60 per cent.

UnLtd Big Clash Cricket Tournament Returns To Raise $160,000 For Children At Risk
UnLtd's industry cricket tournament raises $160,000 for kids, at the same time costing $7435 in smashed windscreens.

QUT And BCM Launch Campaign Celebrating Women In STEM
QUT’s long-term agency partner, BCM, has developed a thought provoking and impactful campaign for the university to coincide with 2021 International Women’s Day.

NRMA Insurance Unveil Next Instalment Of ‘Every Home Is Worth Protecting’ Campaign, Via The Monkeys
To demonstrate that every home is worth protecting, NRMA Insurance has released its latest campaign that sees the return of young boy Sammy as he continues his quest to look out for the homes of Australia’s iconic but vulnerable koalas. Created by The Monkeys, part of Accenture Interactive, the campaign centres on Sammy as he […]