Chief Marketing Officer Scott Hargrove talks about the new brand campaign, balancing between core surfers and a broader audience, and more.
On July 19, Mick Fanning and Julian Wilson were paddling out at Jeffreys Bay, South Africa to face each other in the finals of a World Surf League event. Suddenly, during the live broadcast and before either had caught a wave, a shark popped up behind Fanning. What happened next lasted only a few seconds: Fanning struggled, disappeared under the water and out of sight, then popped up quickly and climbed on the back of a jet ski that had made its way over to help. The champion surfer got away with just a snapped surf leash strap and a close call.
