Smell the glove!
There is almost nothing I love more than a smart collaboration. Two brands, or groups, coming together to make, or showcase, one thing. Like Bone, Thugs-N-Harmony x Phil Collins. Or U2 x Apple. Brilliant, successful and highly lucrative and the latest collaboration between our World Surf League and Rolling Stone magazine is all this and more.
Now, I see you scratching your head, saying, “Rolling Stone magazine? Didn’t that go out of business, like, ten years ago?” But it didn’t and it is rude of you to think so. Also, I see you thinking, “Rolling Stone is a music magazine.” And, “Rolling Stone has not mattered for two decades.” And, “Rolling Stone?”
All rude, short-sighted and mean-spirited.
The press release? But of course!
LOS ANGELES, California (Monday, August 12, 2019): Rolling Stone, the number one global brand in music publishing and media, today announced a partnership with the World Surf League (WSL). As part of the new partnership, Rolling Stone will celebrate the elite athletes competing on the WSL Championship Tour, the series that crowns the men’s and women’s world surf champions each year.
Rolling Stone will devote significant editorial backing to the project, including features and photos essays in the magazine as well as video and digital content. Athletes featured in the partnership include Stephanie Gilmore (reigning 7X WSL Champion), John John Florence (2X WSL Champion), Coco Ho, Lakey Peterson, Tatiana Weston-Webb, Conner Coffin and more.
“The athleticism, drama, and adventure of pro surfing is a perfect fit for Rolling Stone readers, who count on us for the most cutting-edge cultural content in the world,” said Rolling Stone President Gus Wenner. “Rolling Stone is thrilled to partner with the World Surf League on a slate of joint initiatives that celebrate the world’s best surfers and the Championship Tour as music is such a critical part of surfing and life on the tour.”
“Rolling Stone is legendary in the music industry and it’s really awesome to work with such an iconic brand,” said 7X reigning WSL Champion Stephanie Gilmore. “I’m passionate about music and there’s a strong natural connection with surfing, which makes this an extremely exciting partnership. Rock and roll.”
I sometimes wish that our World Surf League would come to me for press release quotes. Steph Gilmore is brilliant, don’t get me wrong, but I would love the opportunity to say, “Rolling Stone magazine? Didn’t that go out of business, like, ten years ago? Why is the World Surf League doing a collaboration with a music magazine that has not mattered for two decades. Are you sure this is a collaboration with Rolling Stone?”
I’m waiting by my phone, ELo!