A new concept from the sports brand aims to both educate and entertain surfing enthusiasts and create a social experience around a coastal surf competition.

Entrepreneur Dann Petty has put together a creative concept for Nike 6.0 called Surfca.li. The project aims to give surfers the chance to hit top surfing spots along the Californian coast while simultaneously learning how they can help protect the beaches and keep the ocean beautiful. The 12-day surf trip will begin in San Francisco and end in San Diego. Fans are able to follow the surfers via the blog, which is integrated with digital media like Twitter feeds, videos and photos.

Nike 6.0 creates footwear and apparel for actions sports specifically: surfing, skiing, BMX biking, wake boarding etc. The brand targets the ‘creativity of youth' and sponsors events to support the younger generation of action sports enthusiasts.

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