IRVINE, CA – Olukai, known for its popular open-toed sandals, is making waves with its new line of surfboards designed specifically for the booming pickleball market.
Dubbed the "Nui Kahuna,” the new surfboard features innovative materials that improve grip and stability, making it ideal for both novice and seasoned surfers.
The board's design incorporates elements inspired by pickleball and other fermented concepts, promising an unparalleled surfing experience.
"After years of research and development, we’re stoked to bring the first pickleball surfboard to market," said Kerry Akoni, Olukai’s Chief Stoke Officer. "The reinforced gherkin-like design supports the dynamic stationary stance so crucial to pickleball surfers."
The Nui Kahuna aims to attract pickleball enthusiasts looking to cross-train on the water, or just one-up their social group when walking onto the court with all their ‘gear.’
The announcement comes on the heels of Olukai's new ‘Anua' pickleball footwear collection. “Synergy with our footwear and surfboard lines allows us to be a one-stop-shop for all pickleball lifestyles, no matter the retail channel,” said Akoni.
Reaction has been mixed at surf retailers. "I'm excited to cater to the pickleball crowd that's always wanted to surf but felt intimidated," said Sandy Shores of the Sand Bar Surf Shop in Newport Beach, CA. “Plus, my kids have been playing a version of pickleball for quite sometime, along with other imaginary sports like Whiffle, Legos, and The Floor is Lava. I could see them getting into this next thing, too.”
However, Brian Keao, manager at Haleiwa Boardriders on Oahu’s North Shore, remained skeptical. “Maybe there’s a crossover, but I don’t see it. Most of them stay away, you know? What I do see is a board that looks like a giant cucumber. Is anyone else seeing this?”
When asked if future models would include the obnoxious ‘clack, clack, clack’ of a typical pickleball game, Akoni said, "We’re always looking to ensure Olukai products are as authentic as possible. And nothing says authentic Resort Life like pickleball, surfing, and $175 flip-flops.”
Only time will tell if Olukai's strategy will catch the crest of profitability.
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