"We have the power to reshape the surf industry and pave a new way for upcoming surfers, to build something great together as a family."
In the hottest sponsorship shakeup since John John Florence quit Hurley to launch his $12 million startup Florence, formerly Florence Marine X, middle brother Nathan has quit Vans to ride for big bro!
Nathan Florence, who turns thirty this year, wrote on Instagram:
What a life! The day has come to join forces! So fired up to announce that i will be Surfing under my own Name and will be moving forward under the FLORENCE flag🚩, beyond excited to bet on myself, my brother you may have heard of him (@john_john_florence ) who pioneered this epic endeavor and the incredible team at @florence_marine_x, the future is very exciting, we have the power to reshape the surf industry for future generations and pave a new way for upcoming surfers, to build something great together as a family, imagine the projects and trips that are about to happen! All hail the Slab Tour! The continued innovation in great gear made to push the limits of our relationship with our oceans and coastlines, protect us from all elements hot or cold, and allow us surfers and outdoor people to spend more time doing what we love, Surfing, Adventuring and exploring our natural world!! So stoked to take this on lets do this!
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Exciting, yeah?
Five months back, Nathan Florence officially spiked the Jan Brady curse and become the alpha male of the Florence squad, which also includes the sexiest brother of them all Ivan, when he was voted surfer of the year.
Through the course of 2023 Nathan Florence rarely missed a slab or ledge session whether it was in Hawaii, Australia, Scotland or Ireland.
His diligence was rewarded when he was awarded Ride of the Year and Surfer of the Year at the Big Wave Challenge awards in Nazaré, Portugal.
On day one of the Lexus Pipe Pro waiting period, Nathan Florence released footage of a “mutated, backless right reef slab somewhere in the Solomon Islands.”
Ironically, it was Nathan Florence with the career switcharoo and not his hotly competitive brother John John, who is rated three, coming into his favoured event, the Margaret River Pro.