Three brothers, one banner. Over the weekend, Ivan Florence, the youngest in the trio of Florence siblings, announced his new sponsorship with Florence, the surf apparel company started by his eldest brother, John John.
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The news comes as several new surf brands have signed new riders or secured deals with events in recent years. As Associate Editor Dashel Pierson reported on the news of Koa Rothman and Bruce Irons signing with an MMA company, these deals signify “the changing landscape of the business and a shift away from landmark, legacy surf brands. For example, the Billabongs, the RVCAs, the Roxys, the Quiksilvers – the latter of which Koa was sponsored by for 13 years – are now under one umbrella at Authentic Brands Group. And in the wake of that merger, new brands are emerging to fill the void.”
Ivan’s move means a departure from Vans as his headline sponsor, which has been on the nose of his board since 1999, according to the company website. His decision comes after his brother Nathan joined the Florence team in April (though Nathan still has a Vans shoe deal).
The youngest of the Florence brothers, Ivan is publicly soft-spoken but has by far the best facial hair (only he can pull off mutton chops). Both John and Nathan have long claimed their goofy-footed brother has the best style of the three, with a rare proclivity to slouch shoulders underneath heaving Pipeline barrels.
Now that he’s flying the red Florence flag, Ivan can bring his own flavor to the company. He’s savvy in the snow and skate world, which could give the company some legs in those industries. Plus, it gives the brothers a good excuse to go on a proper strike mission together.
Related: Watch: Nathan And Ivan Florence Tee-Off On Mentawai Towers
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