THE MARKETING STRATEGY WAS PRETTY SIMPLE: IF A SURFER WAS HOT, PUT A BOLT UNDER THEIR FEET & A QUIVER ON THEIR CAR.A SIMPLE STRATEGY THAT WORKED. WITHIN THE FIRST HALF OF THE DECADE, THE LIGHTNING BOLT LOGO WAS UBIQUITOUS IN ADS, MAGAZINE EDITORIALS AND ESPECIALLY ON THE BIG SCREEN. In the mid ‘70s the company moved into clothing: practical trunks for surfing and t-shirts for cruising. The world wanted that Bolt energy, and the clothing line exploded like a spitting wave at the Pipeline, inspired in its riders lifestyle.
As roving ambassador and captain of Team Bolt, Rory Russell travelled the world in search of the perfect wave and the ultimate lifestyle. Aside from his surfing exploits, the tuberiding specialist from the North Shore of Oahu was famous for his fun-loving attitude and widely aficionado of beachwear and casual lifestyle.This newfound confidence allowed them to open up a lifestyle that became synonymous with the Lightning Bolt label they crafted under…
Today, the allure of the brand remains distinct and irreducible. Lightning Bolt continues to inspire a new generation of surfers, those who praise the original soul surfing values and who believe that surf is more than just a sport - it is a way of life. A cool and relaxed attitude, a soul surfer and a free rider state of mind.
A Pure Source.
By Ben Marcus