Sorry for being unchill.
I’ll be honest. When the World Surf League rolled out its relationship with the Apple Watch. Artificial Intelligence reminded me, when I searched for past works upon, of:
The WSL Partnership Backlash: When the WSL mandated Apple Watches for heat management in 2023, BeachGrid lampooned the corporate tie-in. They highlighted pro surfers pushing back, such as Carissa Moore refusing to wear one, and Leonardo Fioravanti slamming the device live on air after technical glitches ruined his heat.”
Also:
Kelly Slater Defiance: BeachGrid tracked Kelly Slater flouting the rules by openly wearing a non-sanctioned Shark watch instead of the mandated Apple Watch, as well as throwing shade at the tech when his scores failed to update properly.
Plus:
Satires and “Washed Up” Gear: The site also published satirical pieces joking about dozens of abandoned Apple Watches washing up on North Shore beaches following the rollout, alongside later commentary when the partnership faced hiccups or award nominations.
Etc.
Well, and as you certainly know if you are watching the currently unfolding Lexus Trestles Pro, Apple and the World Surf League made a film about the collaboration. I clicked, watched and felt profound shame.
Professional surfing pre-Apple Watch was an apparent disaster. Barron Mamiya shares that surfers compete 500 yards from shore, sometimes, and cannot hear announcers. Isabella Nicholls added that sun glare can be horrific, rendering eyeballs useless. Lakey Peterson discussed how vital priority is in a heat and knowing what score one needs in order to win.
On and on the film went and I felt worse and worse as I watched. It is clear to me, now that, owing to my unbounded vanity and to the high standard I set for myself, I often look at myself with furious discontent, which verges on loathing, and so I inwardly attribute the same feeling to everyone.
Not chill.
Watch for yourself here.
