DC Returns to Core Skate

We normally stay away from the boring businessy stuff but DC hired a new President named Anton Nistl today and sent out a release saying “DC Co-Founder Block Joins with Quiksilver CEO McKnight and Nistl to Return Brand Focus to its Core Skate Roots.” That’s a bold statement and we welcome it. CEO McKnight even goes on to say, “Anton and I will be working in close collaboration with DC co-founder Ken Block with a renewed commitment to refocus the brand on its core skate values including a realignment of product innovation and brand positioning. As we continue to navigate our way through these challenging times, I’m confident that a return to DC’s foundation of core technical skate products, marketing and distribution…will better position us for years to come.” Again, sounds dope…but the dude they hired , although chock full of experience (Baby Phat, Phat Farm, Pastry, Run Athletics, J-41, Esprit, Osh Kosh, Carters, Adidas, Fossil and Saucony) doesn’t have a single skate brand on his resume. Hmmm. Maybe they should’ve just given the job to Dyrdek. Read the whole release after the jump.

Quiksilver Names Anton Nistl President of DC Shoes’ Americas Business
- DC Co-Founder Block Joins with Quiksilver CEO McKnight and Nistl to Return Brand Focus to its Core Skate Roots

Huntington Beach, California, September 14, 2009–Quiksilver, Inc. (NYSE: ZQK) today announced that Anton Nistl has been named the new president of its DC Shoes business in the Americas effective immediately. Nistl’s appointment marks the culmination of an executive search which began after Quiksilver decided in June to refinance its business, putting an end to alternate strategic paths which included the potential sale of DC. Most recently, Nistl was Senior Vice President of Sales at Vida Shoes International, a licensee of fashion footwear brands including Baby Phat, Phat Farm, Pastry, Run Athletics, J-41, Esprit, Osh Kosh and Carters Kids. He previously held positions of increasing responsibility with Adidas, Fossil and Saucony. In his new role, Nistl reports to Craig Stevenson, President of Quiksilver Americas.

In related news, the company announced that it had reached an agreement with DC Shoes co-founder and professional rally car driver, Ken Block, formalizing an endorsement arrangement with him as one of DC’s premier athletes, in addition to his Chief Brand Officer responsibilities.

Robert B. McKnight, Jr., Chairman of the Board, President and Chief Executive Officer of Quiksilver, Inc., commented, “I’m pleased to welcome Anton to the DC team. Through Anton’s appointment and other recent management changes, we are determined to maximize this great brand’s strategic opportunities within the Americas region. Outside the U.S., DC will leverage our regional infrastructure to continue to capture market share. In addition, Anton and I will be working in close collaboration with DC co-founder Ken Block with a renewed commitment to refocus the brand on its core skate values including a realignment of product innovation and brand positioning. As we continue to navigate our way through these challenging times, I’m confident that a return to DC’s foundation of core technical skate products, marketing and distribution and a further integration of DC into Quiksilver’s newly streamlined operation will better position us for years to come.”