The Nike 6.0 boardshort bar which was opened in Newquay for the main part of the summer has supported a Cornish fundraising appeal which was set up in memory of 4 year old Joe Way from Newquay.
Joe Way, who was born with a rare genetic condition, was labelled a 'miracle boy' after surviving meningitis, a potentially deadly skin reaction, and numerous superbugs as well as complete organ failure. He died three years ago, after a rapid deterioration in health.
His website has been set up to tell his story, raise awareness of his conditions and help raise money for 20 charities, mainly at the now annual Joe Way paddle for life.
The boardshort bar was open in the centre of Newquay and had been designed and fitted out by a local company. The pop up shop concept gave Nike the opportunity to promote their new surfing brand in the UK’s surf capital this summer.
The pop up shop meant that retail space that would have been empty during the main holiday weeks, was used and it gave a great place for holiday makers and locals to make their own board shorts and catch up with the latest from the Nike 6.0 global team riders.
Another great concept to the shop was the surf wax game which was great fun and played by locals and holiday makers. It had been designed for the store and customers paid £2 to pull the leaver watch the wax drop through the 6ft Perspex enclosure hitting pins as it dropped down. On the back of each bar of wax where the words “try again” or what prize you had won.
The game raised over £1272.00 for “The Joe Way paddle for life” which has been added to the £93,000.00 raised in the three years since the Newquay toddler passed away.
Joes Dad Matt Way said “This was a great concept and we where really stoked that Simon Charlesworth from Nike and the guys from Northshore had picked Joe’s appeal, the surfing community have been so supportive and to have a global brand supporting us has been great for getting Joe’s story out to new people”.
Local businessmen John Midgley and Agsy Baird who set the deal up for Nikes pop up shop said “It gives Northshore great pleasure to hand over this donation to the Joe Way Appeal on behalf of Nike Europe. We would like to thank Simon Charlesworth and the Nike team for sponsoring the Nike Night surf at Fistral which was one of the best competitions this year and we are all looking forward to a repeat performance next year”.
The Joe Way team will be donating the money to Shelter box who help people suffering after disasters which often happen in popular surfing areas around the world and the Precious lives appeal which is Cornwall’s first children’s hospice which will open next month.
To read about Newquay toddler Joe go to
www.joewaypaddle.co.uk
Northshore surf shop handing over the money© 2011 - joe way media
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