Boardshorts

Surfing has grown exponentially over the past several decades and with it surf brands have exploded and surfing has become considerably more marketable. However, at one point in time, this did not seem like it would ever be possible. In the 1960’s there was a vast expansion of surf culture, but before that surfing was not seen as a popular activity. The counter-culture ways that were associated with the sport created a view that surfers were slackers and druggies as their time was largely spent in the ocean as opposed to an office. Surfers were often misunderstood and disrespected in society and the deadbeat viewpoint of surfers didn’t change until the 1960’s when the media exposure of the sport grew and people began to flock to the ocean. In addition, in recent years there has been an increase in the popularity of surfing and an increase in the consumption of surfing related commodities. This increase in popularity is largely due to the marketing practices of the business interests that are involved in surfing, which has appropriated its images and sold them to a rapidly expanding and lucrative market. As a result of the change in the image of surfers during the late 1960’s and 1970’s, sponsorship for competitions began to shift from business interests outside surfing to more dedicated interests, for instance, clothing and wetsuit manufacturers. As Browne (1991:156) suggests, many of the business interests involved in surfing today began so that the people behind them…

Eddie would go. This is a statement known around the surfing world and encompasses big wave surfing. Eddie Aikau developed a reputation of being one of the best big wave surfers in the world. Sadly, Eddie lost his life in 1978 when a canoe he was traveling in capsized and he paddled off into the open ocean for help. He was never seen again but his memory lives on through one of the biggest surfing competitions in the world now known as The Quiksilver In Memory of Eddie Aikau. Eddie Aikau will…

These two competing advertisements represent the long standing contrast between the new and progressive surfer and the soul surfer, but both are equally effective in reaching out to their target audiences and imprinting their logos. In fact, even individuals who do not surf would find these ads appealing because of the ideals that are implied in them. The surfer and his lifestyle is imagined to be glorious and laid back and active, all at once. The businessman can shed his suit and don a pair…

include cobia, permit, and cubera snappers. As with shore diving, we are mainly drift diving from the boat. We typically get one dive per drift due to the small size of each site. One "cycle", from water entry to drifting, diving, shooting, and landing a fish, re-entering the boat and resetting up current, takes about 10 minutes. On average, we are normally diving about six times per hour. There are a small amount of long ledges that can support multiple dives, but few. We rarely see sharks…