Kering teaming up with pro surfer Kelly Slater

Pro surfing champion Kelly Slater is leaving Quiksilver, the company that he has been the face of for the past two decades, to partner with luxury group Kering on a new lifestyle brand. Announced via the surfer’s Facebook page, Slater said: “For years I've dreamt of developing

a brand that combines my love of clean living, responsibility and style. The inspiration for this brand comes from the people and cultures I encounter in my constant global travels and this is my opportunity to build something the way I have always wanted to.”

The star who has been sponsored by Quiksilver since 1990 also included a heartfelt thank-you to the surfwear giant saying that he owed the brand a “debt of gratitude” and that they had supported him “through good times and bad, personal hardships and competitive triumphs” but that it was with a “heavy heart” that he felt now was the time to move on to a new “chapter” in his life.

Kelly Slater ends sponsorship with Quiksilver to partner with Kering

With the reasoning behind why Kering, the parent company to brands like Balenciaga, Gucci and Stella McCartney, the 11-time champion of surfing competition ASP World Tour, stated: “They share my values and have the ability to support me in all of my endeavours. I look forward to exploring all of the new opportunities this partnership will provide, but this hasn't happened by chance, nor has it happened without an incredible amount of work by a few key individuals.”

Kering also owns Volcom, a board sports label that has links with surfing through its sponsorship of the Volcom Fiji Pro surfing competition, however no further details about the partnership or Kelly Slater’s label have been revealed, but it is interesting that nowhere in the statement did Slater mention the word “surf” when describing the venture.

Commenting on the split, Quiksilver executive chairman Bob McKnight added: "Kelly has been a part of the Quiksilver family for over 20 years. It's been an incredible journey watching him grow from a young surfer with great potential, to the 11-time World Champion he is today. We wish Kelly all the best as he enters this next phase of his career."

Image: Kelly Slater