Does surf marketing need a reset?
Yes and no.
Depends who you ask.
But IMO, it’s almost irrelevant… because it’s resetting by itself.
The new wave of surf brands are full of talent, style and soul. But sometimes the way we show up starts to blur together.
We follow the same formulas. Use the same tone. Post the same drone shots.
If we want to build surf brands that stand out and stick around, one thing to consider is thinking outside the box on what marketing can be.
I mean, I’m a big fan having the fundamentals down pat: a clear voice, a strong identity, a consistent presence (the most important, for sure).
But we also need to leave room to experiment. To try things that don’t come with a guaranteed outcome.
Here are seven creative moves worth bringing into the mix (or just trying at least once).
Because the brands that grow aren’t always the loudest.
They’re the ones doing things with clarity, consistency and a bit of curiosity.
1. Disrupt the scroll
You don’t always need perfect lighting or a glossy drone shot.
In fact, those are the easiest posts to skip!
Unexpected edits, lo-fi moments, humour (like this page), honesty, even weirdness. These are the things that interrupt a feed. And in an industry full of beautiful sameness, interruption is a good thing.
Memorability beats polish. Surprise gets saved.
Don’t be afraid to be yourself, as cliché as that sounds. Chances are that if you find something funny or interesting, other people will too.
2. Tap into sensory storytelling
Surfing is more than a look, right? It’s a feeling.
It’s the chill of early mornings, the scent of wax, the sound of sand being brushed off your feet before you get in the car.
So why does most surf marketing only focus on visuals?
Sensory storytelling can make content more immersive, more emotional and more connected to real surf life. It’s about showing people what it feels like, not just what it looks like.
Naturally, surfing lends itself heaps to visuals and images, but don’t be afraid to throw a bit of sensory storytelling in there too.
Jamie Brisick kills when it comes to sensory, story-driven writing. Check out his Instagram captions for a few examples.
3. Think beyond the feed
Socials are key, BUT… they’re not everything.
There’s huge power in going physical: posters, installations, stickers, small events, even murals in unexpected places.
I recently spoke with a bloke in Sri Lanka who wanted to promote his surf guide. He put posters on the front of buses all over the towns he was targeting. Genius in its execution, but not necessarily a genius concept.
Anyone, anywhere, can do this
Offline marketing gives people something real to engage with. And those real moments often create the best online content anyway.
Even if your brand is 100% digital, you can still make an IRL splash.
4. Do unexpected collabs
The best collaborations aren’t obvious… they’re surprising, but make total sense in hindsight.
Instead of sticking to the surf world, partner with artists, chefs, coffee brands, wellness spaces. Even fashion designers. Anything that shares your ethos or aesthetic.
Unexpected combinations open up new audiences and start conversations.
If the reaction is “Wait… really?”, you’re probably onto something.
5. Take creative risks
Most surf marketing plays it safe, which is OK if that’s right up your core audience’s alley.
But the surf spirit is anything but.
Taking creative risks doesn’t mean being loud or controversial. It means having a clear point of view. Saying something different. Owning a joke. Developing a bold new concept. Starting a conversation others aren’t having.
Risk tends to get remembered. And if it’s aligned with your brand, it’s worth it.
6. Partner with the right people (not just the biggest ones)
Real influence comes from trust, not follower count.
The most impactful partnerships often come from local legends, tight-knit crews or up-and-comers who are tapped into specific scenes.
These are the people shaping surf culture, not just posting about it.
Work with people who feel like part of your brand, not just promoters of it.
7. Don’t be afraid to ask
This is the quiet one, but maybe the most important.
Ask.
Ask for the collab. Ask for feedback. Ask for help getting an intro or connecting with someone you admire.
A lot of good ideas never happen because no one made the first move.
Most people in this space want to see each other win. You don’t have to do it all alone.
Final thoughts
Thanks for reading. If any of this sparked an idea (or challenged one), I’d love to hear about it.
Drop me a message, share this with someone building something cool or just keep doing what you’re doing!
Let’s keep the surf space creative and curious. Oh… and a little less predictable.