In 2013, Quiksilver sent a handful of surfers out to sea; in response to financial losses, the industry stalwart scaled back athlete programs across its brands. The cutbacks, along with economic downturn overall, spoke to an uncertain future.
But this year things may be back to business as usual, for at least some surfers. Most significant so far are brands' embrace of fresh faces as their ambassadors.
The latest example is SoBe, a PepsiCo producer of tea, sports, and energy drinks. The company has announced a partnership with Sebastian "Seabass" Zietz (HAW), enlisting him for their Go Flavorfully campaign.
"Seabass possesses a unique combination of talent and charisma that is not only a natural extension of this campaign, but also reflective of the brand's proud heritage in surfing," said SoBe's Director of Marketing, Linda Lagos, in an official statement.
Alana Blanchard (HAW) signed again with Rip Curl in April 2014. - WSL / Kirstin Scholtz
SoBe and Zietz aren't the only ones inking deals. Others in 2014 have included Alana Blanchard (HAW), who again signed with Rip Curl, Filipe Toledo (BRA), with Sharp Eye Surfboards, and rookie Mitch Crews (AUS), who teamed up with Reef.
"To be able to associate myself with a brand that has such a free spirit, relaxed, surf lifestyle is great to be part of," Crews said of his signing.
At the year's start, Adriano De Souza (BRA) signed a three-year contract with Hawaiian Dreams (HD), a major Brazilian clothing line, while Alejo Muniz (BRA) scored sponsorship from Dragon, joining the current Dragon posse of Mick Fanning (AUS), Owen Wright (AUS), Adrian Buchan (AUS), and big-wave charger Shane Dorian (HAW).
While surfer sponsorship is hardly new, the deals with newly minted World Tour surfers are unusual. Of the athletes named above, two are ASP World Championship Tour rookies, and another is the youngest on the WCT -- at 18 years old, Toledo is the baby of the bunch. So brands may be going younger, but so far this year they're not losing interest in the surf world.
A previous version of this story erroneously reported that Quiksilver ended its contract with Freddy Patacchia Jr. (HAW) in 2013. Patacchia is still sponsored by the brand. The ASP apologizes for the error.
Getting Stickered: Surfing's Brand Appeal
WSL
In 2013, Quiksilver sent a handful of surfers out to sea; in response to financial losses, the industry stalwart scaled back athlete programs across its brands. The cutbacks, along with economic downturn overall, spoke to an uncertain future.
But this year things may be back to business as usual, for at least some surfers. Most significant so far are brands' embrace of fresh faces as their ambassadors.
The latest example is SoBe, a PepsiCo producer of tea, sports, and energy drinks. The company has announced a partnership with Sebastian "Seabass" Zietz (HAW), enlisting him for their Go Flavorfully campaign.
"Seabass possesses a unique combination of talent and charisma that is not only a natural extension of this campaign, but also reflective of the brand's proud heritage in surfing," said SoBe's Director of Marketing, Linda Lagos, in an official statement.
SoBe and Zietz aren't the only ones inking deals. Others in 2014 have included Alana Blanchard (HAW), who again signed with Rip Curl, Filipe Toledo (BRA), with Sharp Eye Surfboards, and rookie Mitch Crews (AUS), who teamed up with Reef.
"To be able to associate myself with a brand that has such a free spirit, relaxed, surf lifestyle is great to be part of," Crews said of his signing.
At the year's start, Adriano De Souza (BRA) signed a three-year contract with Hawaiian Dreams (HD), a major Brazilian clothing line, while Alejo Muniz (BRA) scored sponsorship from Dragon, joining the current Dragon posse of Mick Fanning (AUS), Owen Wright (AUS), Adrian Buchan (AUS), and big-wave charger Shane Dorian (HAW).
While surfer sponsorship is hardly new, the deals with newly minted World Tour surfers are unusual. Of the athletes named above, two are ASP World Championship Tour rookies, and another is the youngest on the WCT -- at 18 years old, Toledo is the baby of the bunch. So brands may be going younger, but so far this year they're not losing interest in the surf world.
A previous version of this story erroneously reported that Quiksilver ended its contract with Freddy Patacchia Jr. (HAW) in 2013. Patacchia is still sponsored by the brand. The ASP apologizes for the error.
Mitch Crews
The European QS heads to the idyllic Azores archipelago.
October isn't known for good waves in South East Queensland, but this year the Gold Coast has continued to deliver, right into Spring.
Surfers on Australia's East Coast enjoyed weeks of firing waves, including the always-entertaining Mitch Crews.
Looking back at the biggest stories from the surf world over the past week, with Italo Ferreira, Caroline Marks, Mason Ho, and more.
Kanoa chases a result at Pipeline in "All In", Mitch Crews helps keep the vibes right, catching up with Jack Freestone, and more.
News
Five years in the making, the QS is back on mainland Mexico's famed stretch of beach, La Zicatela, for 1,000 valuable points.
Relive one of Puerto Escondido's own, Tehuen Petroni, charge through Quarterfinals to earn a place into the Semifinals at his home break.
The QS is back at the famed stretch of La Zicatela for the first time since 2019 with some of Mexico's premier competitors set to clash
2019 marked the last time QS competitors put on a showcase in solid Puerto Escondido conditions and John Mel earned his first-ever victory.
Coastal Becomes Official Real Estate Partner of the 2025 Gold Coast Pro.