For shame.
Nick Carroll is a gift to surf journalism, our
rank’s preeminent voice, and the rest of us all, from Derek Rielly
to Sam George to myself are merely giants standing on the shoulders
of a midget. When he finally leaves this gorgeous world life sized
statues will be erected in his honor and carried around in
elementary school children’s pockets, his face carved into granite
cliff sides all jaw and more jaw, but even the mightiest can make
altogether misguided and just plain wrong assertions.
For in a recent Surfline
piece, Carroll reacted to Stab magazine’s whimpering
over the mass layoffs of professional surfers by Hurley and shall
we take a little nibble together?
Being a top pro surfer is infinitely the best gig in the
sport, possibly in the world. Everyone else works like dogs, while
things just fall in your favor. The surf industry booms and pays
you a fortune. It runs out of spare cash, and a billionaire shows
up! Then before you know it…along comes the Olympic Games.
Fine and good until the “along comes the Olympic Games” bit but
excuse me for interrupting.
This is just one thing the stories about JJF have missed.
The Olympic Games is about to open new doors for him and a few
other first time Olympian surfers, doors that’ve been shut for
generations.
The Olympics is a great lever for a big surf star to break
open the bigger world of endorsement, the banks and the big athlete
brands and such. These companies have seen what happened with
snowboarding. They want the next Shaun White, and they will figure
that surfing might be the way to get him and/or her.
Indeed it’s already begun.
And ok now. Here we have an essential misreading of history
especially as it relates to Shaun White and snowboarding. The
“Flying Tomato” won his first gold medal in 2006. A high water mark
for still-fresh extreme sports, in general, at a time when cable
television, as opposed to anything “on demand” ruled media.
White also dominated a discipline that was easy for the
“non-core” viewer to understand. Men spinning wildly high above the
earth, short runs, easy to spot mistakes. Everyone could be an
“expert” at who performed best and why while sucking down ice-cold
Coors Light.
In between his Olympic smashes, White had a yearly X-Games
schedule, aired in primetime with much ballyhoo, on ESPN and ABC
and an easy-going, magnetic personality that made his
interviews and press outings at least appear dynamic. Covers of
Rolling Stone and other magazines that used to exist.
Celebrity girlfriends and small-time TMZ trouble for inappropriate
halloween costumes.
He was America’s favorite red-headed stepchild all “rock n roll”
yet mama-approved “safe n cuddly.”
Now, back to John John. Extreme sports are old and not fresh.
The Olympics has shed viewers as more and more people “cut the
cord.” In the United States, still the only market that matters in
terms of seven-figure endorsement deals, much of the programming
has been shifted to weird NBC channels like Bravo and Oxygen.
The X-Games is but a hollow reminder of what it once was and
doesn’t include surfing.
John John has a public facing persona as vivid as oatmeal
sans brown sugar and televised surfing in tiny Japanese
waves where the “tricks” etc. are near impossible for the non-surf
fan to gauge and/or compare won’t catch any real interest
especially when the Coors Light warms up after 40 damned minute
heats.
Of course Japan will push Kanoa Igarashi and his story will be
cut into a nice YouTube package but that will be the extent of
surfing’s Olympic bounce.
If a star comes out of the 2020 Games it will be in
skateboarding’s park discipline where men spin wildly high above
the earth in short, timed runs with easy to spot mistakes.
Blood on the concrete etc.
The ball is in your court, Nick Carroll.