Do you choose which boardshorts you’re going to buy depending on what your favorite surfer is wearing? Or do you buy your boardshorts directly from your favorite surfers independent company? How much influence does a surfer really have? Just because Volcom sponsors some of the raddest rippers on the planet, does that equate to sales for the brand? The general question I am asking is – what does sponsoring a surfer do for a company?
It was surely a different game just a few years back before this social media boom. Magazines and Surf Team DVD’s were the way you would be broadcast to the world and have your story told as a surfer. As a brand as well. Nowadays everyone is their own company. Cut the middle man. You don’t need to have distribution access. If you can work the algorithm well enough, you can reach eyes across the globe. I know I’m late to the party, but I’m just now working my way through Stab’s series ‘How Surfers Get Paid’. In an earlier episode, Australian charger Mark Matthews says, “You as a surfer are some sort of niche marketing or branding company and your sponsors are your clients, and the whole business of it is how can you generate content that helps them sell product?”
Maybe that is the question I should be posing – how does content equate to sales? For surfboards, the idea that content can lead to sales makes sense – if a board works well for the world’s best, maybe that shape might have something to it. Sharp Eye is a great example of this, look at what Filipe has done for that brand in the past few years. But what about these other ‘endemic’ brands sponsoring surfers? Since your favorite surfer rides for Oakley, are you going to buy a pair of those instead of Ray Bans? I don’t think so.
Paul Naude was quoted in ‘HSGP’ saying, “Surfers have been sponsored in one form or another since the 60’s.” Clearly brands believe there is something in supporting surfers that helps their business. Brand awareness must equate to sales? I obviously don’t have any business proficiency, but it just seems like a weird model. Tom Carroll signed the first million dollar deal in surfing with Quiksilver in 1988. Do you think he brought in a million dollars in sales to the company? It’s an open ended question, I dont have the answer.
One thing I will say is that I love to support small businesses. Whether it’s local or not, I’m much more happy buying products from someone who appreciates the support. Which is why I proudly wear Former around a lot. Dane Reynolds is one of my favorite surfers/people and I’m stoked to support his brands. On the other hand it wouldn’t make sense for me to go and buy Quiksilver to support Griffin because they sponsor him. They also sponsor however many other guys and gals as well. And while yes, I would be supporting the surf culture at large, it’s not the same. I would rather support people directly. That’s the way the art community works. That’s the way these smaller, ‘niche’ markets tend to survive. Which is exactly what surfing is. A smaller, artistic, niche market. We’re not meant for Target and Nike and Jeep to wash this shit out.
I’m stoked to see some smaller stuff popping up within the surf industry/community/culture. What I mean by that is I love seeing surfers starting up their own things. From Jacob Szekely’s OTC brand and JOB’s app, 2% crew and their local contest their throwing, RAGE brand with Noa Deane and his crew, we’re starting to see a lot of support for independent movements. I love it. I think everyone should start their own thing, just be unique. Which means be yourself. No person is the same and nobody surfs the same. We’ve all got our preferences and favorites. If you feel like supporting some surfer owned brands, here are a few of my favorites. If I forgot any that you can think of please leave a comment below.
FORMER – Clothing and the like from Dane Reynolds, Craig Anderson, and Austyn Gillette (skater).
https://www.formermerchandise.com/
OCTOPUS – Deck pads, accessories, and clothing from Dion Agius, Chippa Wilson and Nate Tyler.
EPOKHE – Sunglasses from Dion Agius and Kai Neville.
CHAPTER 11 TV – Clothing and content from Dane Reynolds and team.
POSITIVE VIBE WARRIORS – Soft top surfboards from the Gudauskas brothers.
https://positivevibewarriors.com/
OFF THE CHAIN – Content, clothing and lifestyle from Jacob Szekely and friends.
https://www.offthechainco.com/
CRIME – Soft tops, skateboards, and clothing from CJ Nelson and team.
OUTERKNOWN – Kelly Slater’s sustainable clothing company.
RIVVIA PROJECTS – “Lifestyle apparel brand” created by Julian Wilson.
FLORENCE MARINE X – JJF’s “North Shore Tested” brand. Might be just called FLORENCE now, I’m not sure.
https://www.florencemarinex.com/
JAMIE O’BRIEN . COM – This guy has completely branded himself. Get pretty much anything you want inspired by JOB.
RAGE – Accessories and clothing from Creed McTaggart, Noa Deane, Ellis Ericson, Beau Foster and Toby Cregan.
https://rageragerage.myshopify.com/
INHERENT BUMMER – Creative content and clothing from Travis Ferré and team.
https://www.inherentbummer.com/
Cheers,
hwilsin