Department mogul Target made its first strides into the surf world recently by officially signing one of surfing’s most publicized female upstarts, Hawaiian Carissa Moore, to their brand last week. The deal opens up the Minnesota-based company that posted a net income of $2.2 billion in profits in 2008, to the surf industry for the first time. Although the company’s entrance to the sport will inevitably raise a number of eyebrows, Target has been a player in the action-sports industry for nearly a decade, supporting snowboarding giant Shaun White for eight years.
By signing Moore, who at 16 years old is an 11-time NSSA National champ and is currently leading the WQS, Target is making a relatively understated entrance to the game. The details of Moore’s contract have not yet been released.
“We’ve been looking at Carissa for a few years now…after meeting with her and her family, we feel that she’s a perfect fit for our company and represents us well,” said Target Lifestyle Manager, Troy Michels. “Right now we’re not looking at doing anything but supporting Carissa and making sure that she gets all of the best opportunities out there."
Currently, Target is keeping their role in the surf world low-key, opting to keep their marketing team restrained in the coming years. “We’re currently not going to do any advertisements in the magazines or sponsor any events,” said Michels.
When asked if Target will be pursuing any other surfers to add to their bulls-eye logo, Michels did not discount the idea but remained adamant that they are currently only supporting Moore. “I can’t say if we’re going to be sponsoring anyone else or not in the surf industry just yet. But right now, we’re putting our support behind Carissa.”
Moore, who is poised to make her debut at the elite level come next year, effervescently stated that, “I love Target and I am honored to make my relationship with them official. Target opened two stores in Hawaii this year and it’s been great to have one so close to home. I’m really excited and am looking forward to working together. I know we’ll have a lot of fun.” —Jeff Mull
LEROY KAIWI on DK HYBRID
'The Landlord' as his close friends call him doesn't have much to say in the lineup. Whether it be from Pipeline, Off the Wall, local spots in Kauai, or his hometown of Maui...no other rider since the infamous Kainoa McGee has been able to transcend from island to island at the heaviest of localized spots and sit on the biggest and best set waves of the day without a blink of an eye from any local. Leroy has been busy developing with No.6 one of the most revolutionary hybrids for DK and prone.
"Im not a huge contest rider and geared more towards free surfing sessions looking for the best swells" Kaiwi will tell anyone about his methods. "I still consider it important to have presence and participation in them though to support the scene and make sponsors happy."
Leroy has turned his eye focus onto developing into what he has called the REMIX : old school stability and new school twist. The most important element of his design was to keep a focus on a new board that will enhance both DK and prone with subtlety lying in the new deck option and the power of CNC development. "There's only a few I would trust to help me develop and market a design like this...so it was a win win for the industry."
Leroy is currently shooting for upcoming podcasts under the Electric Eye segments filmed by No.6 and taking advantage of the summer swells on the outter islands shooting with fellow team rider Kyle Matsumoto.

The Chinatown Boardroom has become a bastion for Hawai‘i surf art and culture and their monthly Surf Discussion Series is a means to that end. On July 15, from 6:30 – 7:30 p.m., legendary filmmaker Jack McCoy will take the stage. With over 20 movies under his belt including The Green Iguana and the Occumentary, the Hawai‘i-born movie-man will be on hand to talk about his expansive career and talk story. His Boardroom visit comes in conjunction with the second annual Surf Film Festival at the Honolulu Academy of Arts.


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