From an insider perspective, the surf industry is in the sh*tter.
Jobs cut, core brands being swallowed up whole by mega-corporations, surfers axed from sponsorship rosters, a regional ladder company or Japanese instant ramen conglomerates coming in to sponsor WSL Championship Tour events…
It’s enough for some to wonder: is the surf industry is dead?
But, whether or not the heyday of the surf industry is completely behind us, or it’s just changed, one age-old business tactic will always succeed: “sex sells.”
And in the Instagram era, this is especially true. (Print Reef ads be damned.)
Luke Cederman and McKenzie Bowden know this, and in their latest satirical video together, they parodied the value of sexualization over surfing prowess seen today:
“There are intangibles that every pro surfer must have,” says Cederman in the video, posing as a pseudo surf coach to Bowden.
“Being hot as f*ck is obviously one of them.
“As a successful surf coach, it’s my responsibility to make sure that my students work hard to fine tune that part of their surfing.”
What follows is a weird mix of surfing meets Zoolander.
Yet, perhaps there’s some truth to it – are hot surfers more marketable?
Cederman continues:
“I still think McKenzie has a little way to go, but if you look around, he’s probably one of the hottest pro surfers in Bali. And if you can make it as a hot pro surfer in Bali, you can make it anywhere.”
Pro surfing…so hot right now.
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