It was years ago when I first came across the mad skills of Senegalese hammer Cherif Fall and he, along with the book Mami Wata by Selema Masekela, tuned me into the rise of surfing in West Africa. Since then Mami Wata has evolved into its own brand, fully inspired by the rich character and culture of Africa, and they just teamed up with Billabong on this epic collab shot on location in Senegal and featuring local surfers Cherif, Déguène Thioune, Pape Omar Ngalla Thiandoume, and Enue Khady.
Billabong
This is something we’ve never actually seen before, a major surf brand has shooting a campaign in West Africa with local surfers, and it seems like a solid indicator of the radical future that is quickly en route. In case you didn’t know, the history of surfing in West Africa is deep, with the first historical account happening long before Captiain Cook’s first account of surfing in Tahiti.
“Long before it became a global sport, coastal communities along the Gulf of Guinea were already gliding over the Atlantic on hand-carved boards and canoes. From the Fante to the Ahanta to the Kru, communities from Senegal to Angola independently developed their own beach culture influenced by their work, their play and their connection to the spirit world.”
Mami Wata
In light of the historical challenges of getting decent equipment and training in Senegal, Cherif and fellow local pro, Ibra Sambe, recently formed the Anda Surf Club to help nurture the next generation of talent. Good news is that they just secured shipment of a container laden with 270 boards to fuel the fire–yeah boys!
Nicole Sweet
Cherif sits in a rare position, thanks to sponsors like Billabong, and the incredible photography of his partner Nicole Sweet, he’s been able to travel the world and surf legendary waves. On a recent call we talked about his travels and how the surfing abroad compares to that back home.
Nicole Sweet
“The scene in Senegal is definitely on the way up but I get to learn so much when I travel and surf new waves with other pros. At home, a lot of the young surfers learn from me. When I go on the road, I get to learn too.” I assured him that every time I have seen him in the water, everyone was taking notes and trying to keep up.
Nicole Sweet
“I was so happy to come to the US and so grateful for everyone that helped make it happen. That’s the energy behind the Anda Surf Club, it’s not just about teaching kids how to surf, the goal is to support the talent that is under-resourced.” With Cherif and Ibra at the helm, it leaves little doubt that the Anda Surf Club will produce a wealth of surf talent and keep brands like Billabong watching.
Billabong
Matthew Salter, Executive VP of Partnerships and Marketing of Billabong, says, “We’ve long been fans of Selema Masekela, not just for his presence in action sports, but for how he’s expanded the voice and reach of action sports culture. As a co-founder of Mami Wata, Selema has played a major role in bringing African surf culture to the global stage in a way that’s bold, authentic, and necessary. When we saw what Mami Wata was building, we knew we wanted to be part of it—not just to collaborate, but to listen, learn, and contribute to something bigger than ourselves. African surf culture is vibrant, powerful, and expanding—and we’re honored for the opportunity to connect with and celebrate it.”
I asked Cherif if he could give me a list of the young surfers–it could be 3, or 5, or even 10–who have been working hard, his eyes lit up and a smile crept across his face, “Yes, ok, I like that. I think of which surfers will be good. Let me think and I get back to you.”
True to his word, he said that Sokhna Ndiaye, Daouda Kane, Demba Gueye, Awa Seck are the ones who make the list. Shoutout to all the legends who are doing the good work around the world to support the youth. For more