Nike 6.0 Lower 's Pro

The Nike 6.0 Lower’s Pro (WQS contest) started this morning at Lower Trestles, San Clemente. One of only three events that are held at Lower’s each year, I would think competing surfers are just as excited to surf the peak with only a few other guys as they are to have the contest start. What’s interesting this year with the Lower’s Pro is the title sponsor—Nike 6.0. Nike seems to be getting their hands on many more endemic events—I noticed that they are also the official footwear sponsor of the NSSA. As I said above, since there are only three contests held at Lower’s (the other two being the Boost Mobile Pro, a WCT event and the NSSA Nationals, an amateur event) you would think that core endemic companies would be scrambling for the chance to own branding for a week at one of the best waves in the U.S. (the Boost Mobile Pro is the only WCT contest held on the mainland). Why is this, why isn’t anyone else stepping up to the plate? Recession and budget cuts?

*Photo taken from Nike 6.0 Lower's Pro contest site.