In social media posts and YouTube reveals, there’s a new, somewhat untraditional sticker occupying the marquee spot on the beaks of two Hawaiian heavyweights’ surfboards. Bruce Irons and Koa Rothman have signed with Darc Sport, a bodybuilding and MMA brand, identified by their wolf head logo and “Never F*cking Give Up” motto.
“The ‘New’ Surf Industry,” Koa called it in the video above. This was a nod, undoubtedly, to 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.
In addition to surfing outsiders, like Darc Sport, there has also been a rise in surfer-owned-and-operated ventures – former RVCA head honcho Pat Tenore and Tenore, John John Florence and Florence, to name a few. Surfers supporting surfers.
And the athletes themselves have been stepping away from the traditional brands amid the shakeup. Like, for instance, Kelia Moniz, who rode for Roxy for 19 years. Then, when she was offered a 90% pay cut to resign, she declined the offer.
But back to Darc Sport. What is it?
“A little backstory on Darc Sport,” Koa explains. “They started back in 2015. They started with bodybuilders, then moved into fitness influencers, and now they’re breaking into surfing and MMA. Their background is definitely weightlifting and fitness, which is really cool. They’re a brand that wants the athletes involved in what they’re doing.”
As for Bruce, anyone with even a scant interest in surf world happenings will know that the one-time Volcom elite has shied away from the spotlight lately. Did he even surf anymore? What was going on? Nobody really knew. Recently, he reemerged in a testimonial for a psychedelic-assisted mental health treatment facility, called Beond.
Perhaps the most exciting revelation from this Darc Sport news is a possible return of Bruce. More to come? Fingers crossed.
“This is a new chapter in a long journey,” Koa closed. “The future is gonna be amazing.”
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