The Surfer, The Brand, and The Bigger Wave: Why John John Florence’s Move Matters
There’s something profoundly intriguing about athletes who dare to step off the beaten path. John John Florence, one of surfing’s most iconic figures, did just that when he chose to build his own brand instead of signing with a major surf company. Personally, I think this decision is more than just a business move—it’s a cultural statement. It’s about reclaiming agency in an industry that has long treated athletes as little more than walking billboards. But what makes this particularly fascinating is how Florence’s journey mirrors a broader shift in sports and branding: the evolution from athlete as endorser to athlete as entrepreneur.
The Athlete-Entrepreneur Era
Let’s start with the obvious: John John Florence could have taken the easy route. A million-dollar-a-year deal from Rip Curl? Most surfers would’ve signed faster than you can say ‘barrel’. But Florence, along with Ryan and Jeff Hurley, saw something bigger. They didn’t just want to slap his name on a wetsuit; they wanted to build a legacy. In my opinion, this is where the story gets interesting. It’s not just about surfing anymore—it’s about creating a brand that transcends the sport.
What many people don’t realize is that this approach is straight out of the Michael Jordan playbook. Jordan didn’t just sell sneakers; he sold a lifestyle. Florence’s team is aiming for the same thing, but with a twist. Surfing is the starting point, but the ocean is the gateway to something larger—the great outdoors. If you take a step back and think about it, this isn’t just ambitious; it’s revolutionary. Surfing brands have always been niche, but Florence is betting on a broader, more inclusive market.
The Surf Industry’s Identity Crisis
Here’s where things get a bit messy. Ryan Hurley describes the 1990s as the surf industry’s golden era, a time when brands were pushing boundaries in design and culture. The 2000s? A silver era, fueled by helicopters and billionaires. But today? Ryan calls it light on abundance. Personally, I think he’s spot on. The industry feels stuck, clinging to old models that no longer resonate.
A detail that I find especially interesting is how Florence is thriving in this environment. While other brands struggle, Florence is growing. Why? Because they’re not just selling surf gear; they’re selling a vision. Ryan says, ‘A lot of the old ways of doing things are broken, and it takes people time to come around to new ideas.’ What this really suggests is that the industry needs a wake-up call. Florence isn’t just building a brand; they’re redefining what a surf brand can be.
The Jordan of Surfing? Not Quite.
One thing that immediately stands out is the comparison between Florence and Michael Jordan. While it’s tempting to crown Florence as the MJ of surfing, I’d argue he’s more like LeBron James. Jordan’s brand outgrew basketball; it became a global phenomenon. Florence’s brand, however, is still in its infancy. Surfing is the foundation, but the real test will be whether it can expand beyond the sport.
What makes this particularly fascinating is the question of longevity. Jordan’s brand survived his retirement because it was never just about him—it was about excellence, ambition, and style. Florence’s brand has the same potential, but it’s going to take more than great surfing. It’s going to take storytelling, innovation, and a willingness to evolve.
The Bigger Wave: Beyond Surfing
If you ask me, the most exciting part of this story isn’t the brand itself—it’s what it represents. Florence’s move is a microcosm of a larger trend: athletes taking control of their narratives. From LeBron’s media empire to Serena Williams’ investment ventures, athletes are no longer content with being just athletes. They want to be entrepreneurs, creators, and leaders.
But here’s the kicker: Florence’s brand isn’t just about him. It’s about the ocean, the outdoors, and a lifestyle that resonates with people who may never set foot on a surfboard. This raises a deeper question: Can a brand built around a surfer truly become a global powerhouse? Personally, I think it can—but only if it stays true to its roots while daring to dream bigger.
Final Thoughts
John John Florence’s decision to build his own brand is more than a business strategy; it’s a cultural shift. It’s about breaking free from the traditional athlete-brand model and creating something that lasts. From my perspective, this is just the beginning. Florence isn’t just riding waves—he’s riding the wave of the future. And if he plays his cards right, he might just redefine what it means to be a surf brand in the process.
What this really suggests is that the future of sports branding isn’t about logos or sponsorships; it’s about vision, authenticity, and the courage to think beyond the obvious. So, here’s my takeaway: keep an eye on Florence. Because whether he succeeds or fails, one thing is certain—he’s already changed the game.
