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The internet explodes as “it actor” Pedro Pascal is smitten with inspirational Eddie winner Luke Shepardson!

What kind of value can you place on such an event? Millions? billions?

I’m not sure how your memory hangs on, but I had to shuffle a few old files and bing/yahoo a few old stories to be reminded of what is probably the biggest failure in sports marketing history.

Quiksilver lost the naming rights to what is now The Eddie Invitational, but used to be The Quiksilver: In Memory of Eddie Aikau.

What you may not know is that the Eddie Invitational, sponsored by Quiksilver, didn’t start out as a big wave competition.

The first event was held in six to eight foot waves at Sunset Beach back in 1984, and only took off when Quiksilver executives along with Fast Eddie Rothman turned it into the special event we all know, love, etc. at Waimea Bay.

When the fifty thousand prize money was announced, it also became the richest surfing competition in the world.

In 2016, it felt like the event couldn’t get any better as John John Florence, the newly crowned World Surfing Champion, cemented his claim to be the best in the biz when he won the still-sponsored-by-Quiksilver, albeit narrowly , Eddie in wild 25-foot conditions.

What kind of value can you place on such an event?

Millions?

So how did such a fruitful relationship, which included the lucrative sale of Eddie Aikau-Quiksilver merchandise, end up in the dirt, picking at worms?

Here’s the background: The previous ten-year contract expired in the spring of 2016, and Quiksilver and the Aikau family began negotiating a new agreement.

The Aikau family was informed that a potentially better deal could be out there if they shopped around a bit. Red Bull was in the mix initially, but apparently Red Bull and the WSL couldn’t find a way to play nice, so they pulled out at the last minute, leaving Aikaus with no deal.

A source told BeachGrit that several offers were submitted to Aikaus by Quiksilver, all with increased revenue sharing options, but all were rejected.

But here’s the thing.

Quiksilver owned the permits for the 2015-16 contest and even toyed with the idea of ​​calling it a different name to circumvent the need to involve the famous Hawaiian family.

Quiksilver played around with The Quiksilver: In Memory of Jose Angel, The Quiksilver: In Memory of Todd Chesser, The Quiksilver: In Memory of Brock Little.

At least it succeeded for 2016, but was terminated soon after.

Did Quiksilver decide that the chances of The Eddie ever being as good as 2016 were so slim that any subsequent money poured into it would be wasted?

The question I asked then was, if you were given the keys to the clothing giant that was once famously six hundred million dollars in debt, would you continue to run with The Eddie?

Or would you pour the excess cash into your number one team rider Matt Banting?

Quiksilver chose Banting.

Regrets, you think?

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