Kubus Sports Grabs Naish — But Can It Rescue the Sinking Brand?

Robby Naish departs as Kubus Sports takes over the iconic Hawaiian brand

The recent acquisition of legendary Hawaiian windsurfing company Naish by Dutch sporting goods firm Kubus Sports signals a major turning point for the pioneer brand founded by windsurfing superstar Robby Naish. While the move brings Naish expanded resources and global scale, it also stirs questions about the future identity and soul of this cult watersports label.

1.After dominating windsurfing, Naish struggled to adapt

After ruling professional windsurfing for over two decades and pioneering innovations like stand up paddleboarding, kite surfing, and wing surfing, Naish secured its place in watersports history. However, amid youth-driven trends like wing foiling, Naish has arguably lost touch with core riders and stagnated as an innovative force in recent years.

With increased competition from direct-to-consumer upstarts, Naish struggled to digitally transform its vintage brand image and business model. Insiders suggest Naish had been coasting on its retro reputation without the digital savvy needed to thrive long-term.