So long Quiksilver... hello The Beachwaver Co!
It is almost 2019 and can you even believe it? Can you even believe how fast time is moving? Of course it’s an overwrought cliche to write about time flying etc. but it is. It feels, for example, like we don’t even really know World Surf League CEO Sophie Goldschmidt yet but she’s already been on the job for over a year.
She took over, if you recall, from ex-WSL CEO Paul Speaker whose time at the wheel was marked by soaring highs (Mick Fanning bumping into a shark) and soaring highers (admitting for the first time that Kelly Slater makes well north of 20 million dollars a year).
There was one thing in the Speaker era, though, and I think that has bled into the Goldschmidt era as well that had industry insiders slightly dour. I’ve heard from every corner that the League enjoyed taking a belligerent, antagonistic stance when it came to the brands and their involvement in professional surfing events. Like, jacking up the price of involvement while gutting the benefits of involvement and doing it all with a mean “get-lost-we-know-this-game-better-than-you” sneer.
Back when the World Surf League was called the Association of Surfing Professionals each tour stop was accompanied by a major surf sponsor. Quiksilver, Billabong, Rip Curl, Hurley, O’Neill, Volcom etc. Even Globe got into the game every once in a while but now let us look
Quiksilver still has France and Billabong the Pipeline in Honor of Andy Irons and Rip Curl has Bells and Portugal but that’s it and I’d imagine both Quiksilver and Billabong vacate entirely in the next few years.
The casual observer might think, “Well hmmmm. Who is going to sponsor these events now? It doesn’t seem very intelligent to frustrate and aggravate the only companies that care.” But the casual observer would be wrong, or at least in this case.
The World Surf League has brilliantly squashed the surf brands in order to make way for the likes of The Beachwaver Co. and let’s read the press release.
Two brands on a mission to find the perfect wave—the Beachwaver Co.® and the World Surf League (WSL)—have teamed up for the epic finale of the 2018 WSL Women’s Championship Tour.
The Beachwaver Co. is thrilled to announce its partnership with WSL as title sponsor of the tour’s final event—the first-ever Beachwaver Maui Pro.
2018 will mark the 16th edition of the event where superstars of women’s surfing will battle on some of the world’s best waves. Kicking off November 25, the Beachwaver Maui Pro will feature 18 of the world’s most dynamic female surfers competing for the event win, and potentially, the World Title.
“We are proud to partner with such strong athletes and role models,” added Beachwaver Co-Founder and Celebrity Stylist Sarah Potempa. “As the inventor of the Beachwaver, I am beyond excited to work with these incredible women, with equally incredible stories, who are inspirations to people around the world, and who inspire us, too.”
“As we come down to the final women’s Championship Tour event, the Beachwaver Maui Pro, the WSL looks forward to partnering with Beachwaver to highlight the incredible feats of the women surfers from this year on Tour,” said Sophie Goldschmidt, WSL CEO. “The synergy between innovation, empowerment and style connects the WSL and Beachwaver brands, so we are excited to be working together for this event to give our athletes the opportunity to continue to break boundaries.”
Having been a regular stop on the women’s championship tour from 1999 until 2009, Maui returned to the schedule in 2014 and has been the season-ender on the elite women’s tour ever since. The Hawaiian island paradise’s sprawling coastline and exotic beaches are the perfect backdrop for competitive surfing and the ultimate inspiration for perfect, Beachywaves™.
“We are looking forward to an amazing partnership,” said Sarah Potempa. “We can’t wait to celebrate these phenomenal athletes and bring fans of both WSL and the Beachwaver from around the world to Maui to find the perfect wave together.”
I had, and I’m not joking, zero idea what The Beachwaver Co. made and so I Googled and it is this.
The future, as they say, is very bright.