I caught Bob Hurley – creator of surf brand Hurley – checking out the U.S. Open of Surfing action happening this week in Huntington Beach, and he was nice enough to sit down for a chat. Hurley, Converse and Nike 6.0 are this year’s sponsors of the event. Here’s some of his thoughts:

Photo by John Salanoa, OrangeCounty.com

Q. What do you think of the set up this year?

Hurley: I like it, I think it’s really fun. We keep improving the experience, I think. We worked with Nike last year as well – it’s an ongoing process. The main goal is to inspire the athletes and inspire the spectators, that’s the fundamental thing we are trying to do, to make a great, creative environment where everybody is really excited – to create some great energy. I like creating magic.

Q. What went into the decision to sponsor the U.S. Open of Surfing in ’09, and again this year:

Hurley: Huntington Beach is Surf City U.S.A, and the event had slowly deteriorated. The top athletes hadn’t been here in eight years. This is the heart of the surf industry – we said ‘wouldn’t it be great if all the people could connect with all the top athletes.’ We just invited them all, and made it interesting for them to come.
Q. There are a lot of artistic aspects this year. Tell me about that:

Hurley: When we started in 1999,  our whole thing is microphone for youth -  the belief that kids will rule the world, and probably should because they are mostly smarter than adults.  Rather than marketing to them, just partnering with the kids and the creative expression and bringing it all  to life. It’s a very selfish pursuit, really, because I get so much out of it  – music, art, skate boarding, surfing – those are the things I love. I grew up surfing the pier five times a day, and when waves got bad I skateboarded under the pier.  I was kind of a pier rat. The last couple of years, there was a  global, economic crisis, so we said ‘maybe if we creatively do something for everybody, everybody will be stoked on it.’ And they are.
Q. What are you most excited about?

Hurley: That’s a tough one. If I had to pick one thing – I’m really excited to see what the kids will do at the Walk the Walk. You have a bunch of 17-year-old kids, who have competed for months to get here. I’m excited about surfing, BMX and skate finals for sure – but just to see the sheer joy of those kids walking on stage, doing all they can do to win – and they don’t even care much if they win, because they’re on a giant stage in front of 50,000 people. The whole time I’m smiling, blown away and inspired. I’m just in awe.

Q. Do you have any last thoughts?

Hurley: I think our goal at the end of the week is that the people who were here could be inspired by these three brands (Hurley, Converse, Nike 6.0) and the athletes. Hopefully, if there’s an 11-year-old kid here, he’ll see things he can remember for the rest of his life, and he can be inspired – whether it’s by the surfing, skating, BMX, whether it’s the H20 water initiative or Weezer or the Walk the Walk. Maybe there’s a kid here that’s not too happy or not too stoked, and he’ll say ‘you know what, I want to do something with my life. ‘ That’s what we’re trying to do here.

Overwhelmed by the U.S. Open of Surfing? Check out our guide that breaks down the basics here.

See what O.C.’s World Tour surfers say they miss most when away from home, and their thoughts on U.S. Open of Surfing.

• SLIDESHOWS:

• Day 1: Check out scene and some of the early surf shots

• Day 2: Check out juniors heat up and how insane the crowds got

• Day 3: Check out the women’s heats.

Save this link as your favorites and follow the U.S. Open through the week:

http://beach.orangecounty.com/category/surfing/u-s-open-of-surfing-2010/

Enter your photos from the U.S. Open of Surfing for a chance to win a new Timmy Patterson surfboard. Log in at orangecounty.com/photo, set up a  profile and put in your snaps from the week. After the contest ends,  a team of judges will pick their favorites.

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