Surf’s up

Evolving the world of competitive surfing …

The issue

Our client wanted to grow their fairly niche competitive surf fan audience to help support ambitions of reaching audiences beyond pro surfing.

What We did

The three-phased approach consisted of stakeholder interviews, in-situ friendship surf-along groups, followed by quantitative sizing and opportunity value analysis. The research was conducted across markets including: The Americas, Australia, and Brazil.

The outcome

We helped our client develop a new positioning that focused on the unique excitement and experience of surfing, whilst also highlighting the benefits of community and social interaction that is involved. We identified three different ways to expand our client’s offering that were authentic to each market, as well as be able to be scaled globally.
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