Quiksilver enters China with extreme stunt

By Published on .

[San Francisco] Quiksilver, a leader in the world's $12 billion action sports business, is on an extreme mission in China. This week the California purveyor of surf, snow and street sports paraphernalia literally launches an ambitious jump over the Great Wall of China.

Skateboarder Danny Way, in a stunt backing Quiksilver's DC Shoes brand, will attempt to break three Guinness Book of World Records in boarding over the Ju Yong Guan Gate outside Beijing, including distance jumped and speed achieved on a skateboard. The campaign will be backed in the U.S. with two spots from New York independent shop Lodge 212 running on MTV and ESPN and featuring a fictitious "Chinese Minister of Extreme Sports" reminding citizens "Mandatory support of Danny Way is greatly encouraged." The campaign also includes wild postings in New York City, print and point of purchase pieces. A live two-hour show on the event will air in China and elsewhere.

In recent SEC filings, Quiksilver noted its highest net revenue increase is in Asia, up 52% to $50.3 million for the second fiscal quarter, compared with an increase of 26% in Europe and 34% in the Americas.

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