<http://schema.org/articleBody>
"\"&lt;p&gt;&lt;a href=\\\"\\/wp-content\\/uploads\\/2011\\/02\\/evan_geiselman.jpg\\\"&gt;&lt;img class=\\\"aligncenter size-medium wp-image-1000124065\\\" title=\\\"evan_geiselman\\\" src=\\\"\\/wp-content\\/uploads\\/2011\\/02\\/evan_geiselman-600x393.jpg\\\" alt=\\\"evan_geiselman\\\" width=\\\"600\\\" height=\\\"393\\\" \\/&gt;&lt;\\/a&gt;&lt;\\/p&gt;\\n&lt;p&gt;COSTA MESA, CA \\u2013 February 2, 2011 \\u2013 Youth lifestyle brand Hurley announced today that it is launching a fully integrated campaign celebrating its award-winning Phantom Boardshorts. Called \\u201cTrue Innovation,\\u201d the campaign underscores Hurley\\u2019s ongoing commitment to creating new, game-changing product. Phantom Boardshorts \\u2013 containing technology for which Hurley recently received a US Patent* \\u2013 are the latest example of this commitment. \\u201cWhen we tested our first pair of Phantoms four years ago, it felt like we just walked on the moon,\\u201d says Hurley VP of Design Ryan Hurley. \\u201cIt was on a whole new level performance-wise. Phantom is a result of our relentless drive to make a better boardshort.\\u201d&lt;\\/p&gt;\\n&lt;p&gt;The True Innovation campaign \\u2013 featuring this season\\u2019s assortment of Phantom Boardshorts &amp;#8212; is an enriching experience for consumers at all touch points. Using smart phone technology at both retail and in print advertising, Phantom comes to life and lets fans learn more about the boardshorts\\u2019 attributes, hear athletes\\u2019 stories, browse the full collection or find the nearest exclusive Hurley Phantom retailer. In addition, &lt;a href=\\\"http:\\/\\/www.hurley.com\\/\\\" target=\\\"_blank\\\"&gt;hurley.com&lt;\\/a&gt; offers an even deeper dive into Phantom world, including a gallery on the boardshort\\u2019s genesis.&lt;\\/p&gt;\\n&lt;p&gt;Stretch fabric, originally used by Nike-sponsored European Olympic swimmers, proved revolutionary when Hurley designers worked with athletes like Rob Machado and applied it to boardshorts in 2007. With attributes like four-way stretch up to 120 percent, water repellence and minimal weight, Phantom quickly became the gold standard for high-performance boardshorts. Since then, Phantom has won the Surf Industry Manufacturer\\u2019s Association Boardshort of the Year for two consecutive years. Hurley is now elevating Phantom Boardshorts in new, meaningful ways \\u2013 and this starts with the True Innovation campaign. \\u201cBoardshorts are the heart of our brand and will continue to be our biggest focus,\\u201d says Hurley Chief Marketing Officer Mark Weber. \\u201cTrue Innovation isn\\u2019t just a campaign; it\\u2019s part of our DNA.\\u201d&lt;br \\/&gt;\\n&lt;strong&gt;&lt;br \\/&gt;\\nAbout Hurley&lt;\\/strong&gt;&lt;\\/p&gt;\\n&lt;p&gt;\\u201cHurley is a company based on inclusion,\\u201d says chairman and founder Bob Hurley. \\u00a0This philosophy applied to Bob Hurley\\u2019s early years as a Huntington Beach shaper, working with friends alongside the world\\u2019s best athletes to make a better surfboard. It applied to the company\\u2019s launch in 1999, when Hurley decided to start a brand that was a true microphone for youth. In 2002, Hurley was acquired by Nike \\u2014 the largest and most influential sporting brand in the world. Inclusion remains a guiding principle of the company today, where innovative products like Phantom Boardshorts and game-changing events like the US Open of Surfing continue to redefine what is possible in our world. Hurley headquarters are in Costa Mesa, CA with international offices in Sydney, Tokyo, Barcelona and Bali.&lt;\\/p&gt;\\n&lt;p&gt;&lt;a href=\\\"http:\\/\\/www.hurley.com\\/\\\" target=\\\"_blank\\\"&gt;hurley.com&lt;\\/a&gt;&lt;em&gt;&lt;br \\/&gt;\\n*U.S. Patent No. 7849518B2. Filed August 10, 2007, issued December 14, 2010. The original Phantom Boardshorts were built on the innovation that the patent covers, including construction, material and stretch. Styles covered in the patent include Phantom P60, Phantom P120 and Phantom with Nike Flywire. &lt;\\/em&gt;&lt;span style=\\\"font-family: Times New Roman;\\\"&gt;&lt;span style=\\\"font-size: 12pt;\\\"&gt;&lt;em&gt;&lt;br \\/&gt;\\n&lt;\\/em&gt;&lt;\\/span&gt;&lt;\\/span&gt;&lt;span style=\\\"font-family: Calibri,Verdana,Helvetica,Arial;\\\"&gt;&lt;span style=\\\"font-size: 11pt;\\\"&gt; &lt;\\/span&gt;&lt;\\/span&gt;&lt;\\/p&gt;\\n\""^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.grindtv.com/surf/hurley-launches-true-innovation-campaign/>