It is hard to imagine a time that the tour moved product to anyone outside of the surf world...it has tried for its entire existence, but the fact that hollister absolutely dominated most surf brands in sales tells you all you need to know about the effectiveness of pro surfing as a marketing tool.a lot of that is because the UC actively discriminates against Californians in favor of foreign students.
Back in the day, pro surfing seemed to ride the upward wave of surf brands and culture. It was attractive to midwesterners moving to CA so the Tour was a way to move product.