Quiksilver, which has built a popular brand around surfing, skateboarding and snowboarding, has formed Quiksilver Entertainment to produce TV shows, films, music and events, negotiate publishing and sponsorship deals and operate a new video-on-demand cable channel called Union.

Bob McKnight, chairman and CEO of Quiksilver, said: "We are a company of firsts: we were the first company to be truly global, the first to make men's and women's boardshorts and the first company to go public. With our strong roots in the boardriding culture and our wealth of relationships with many of the premier athletes, the creation of Quiksilver Entertainment was a logical step in the evolution of our brand."

Danny Kwock has been named president of the new division, with entertainment veteran Matt Jacobson as vice president.

Debuts include a sports action cable deal and a project with Sony Pictures Digital Entertainment.