"All action, no lulls."
The wait is finally over. Surf fans have, since the invention of the World Surf League in 2015 circa 1976, have circled these rough dates on the calendar and wait with bated breath each and every year. For it is generally around this time, here, that the “global home of surfing” releases its tagline which will be used for the season.
The World Surf League, dedicated to changing the world through the inspirational power of surfing by creating authentic events, experiences, and storytelling to inspire a growing, global community to live with purpose, originality, and stoke, has produced some memorable ones in the past.
But who, here, could forget the classic “You can’t script this” which directly highlighted the fact that professional surfing can, in fact, be easily scripted.
Or the gem “It takes a tour to make a title” that was rolled out right as the brain trust was sorting out how to make a title happen in one finals day.
All very good but 2024’s has to be the best.
“All action, no lulls.”
Now, the aforementioned surf fans know, well, that professional surf watching is around 80% lull, even when the waves are firing. We also know that this past 2023 Championship Tour season reached a whopping 97% lull. It is an accepted part of the game, moments when Joe Turpel dribbles words, Strider Wasilewski ups amp, Pete Mel considers orthopedic shoes. “Lulls” are essential but I’m certain the conversation around flat seas reached all the way to the offices of the twin CEOs, whom took over after Erik Logan’s belittling, and started the wheels turning.
How to fix?
Like anyone who has ever been taught “how to master a job interview” in high school, the WSL brass decided to turn weakness into strength, though.
The new slogan is “All action, no lulls.”
David Lee Scales and I discussed, anyhow, during our weekly chat along with a dive into professional baseball being way, way edgier than surfing.
In the parlance of our time, it was “all action, no lulls.”