In the world of surfing, the story of John John Florence and the brand that bears his name is a fascinating one, offering a unique perspective on the evolution of the surf industry and the power of personal branding.
The Florence Experiment
The surf industry has long been fascinated with the idea of turning surfers into brands, but the traditional model is evolving. Enter John John Florence, a surfer with a unique appeal and a fresh approach to business.
When John's contract was up for renewal, the usual suspects were lining up to sign him, offering lucrative deals. But instead of taking the easy path, John, along with Ryan Hurley and his brother Jeff, decided to embark on a bold experiment: building a company around John's name and brand.
A Brand Beyond Surfing
The vision for Florence goes beyond the typical surf brand. Ryan Hurley sees it as a premium sports brand, akin to the iconic Jordan brand, built around a legendary athlete and eventually expanding into a global sports company.
"Surfing is the point of origin, but it's not the final destination." - Ryan Hurley
The idea is to bridge surfing with the great outdoors, tapping into a larger market and creating a brand that transcends its roots.
The Michael Jordan of Surfing
When discussing the potential of Florence, Ryan draws inspiration from Michael Jordan's brand. Jordan's name became a global sports phenomenon, outliving his playing career. In the world of surfing, Ryan sees Kelly Slater as the Michael Jordan, with John John Florence perhaps being the LeBron James of the sport.
A New Era for the Surf Industry
Ryan's perspective on the surf industry is intriguing. He views the 1990s as its golden era, a time when surf brands were innovative and culturally relevant. The 2000s, with its focus on helicopters and billionaires, represented a shift, but the present day, according to Ryan, is lacking.
Yet, Florence is thriving, despite the industry's challenges. Ryan believes that new thinking is required to create a sustainable future, and while it may take time for people to embrace change, the Florence experiment is a step in that direction.
Who's the Bigger Seller: John or Nathan?
One of the intriguing questions raised in this episode of StabMic is the sales power of John John Florence versus Nathan. Who drives more product sales? It's a fascinating insight into the business side of surfing and the power of personal branding.
Final Thoughts
The story of John John Florence and the Florence brand is a testament to the power of innovation and personal branding. It challenges the traditional surf industry model and offers a glimpse into a potential future where surfing-inspired brands can transcend their origins and become global phenomena.
As Ryan Hurley says, "A lot of the old ways are broken, and it's time for new thinking."
So, will Florence become the next big sports brand? Only time will tell, but the experiment is certainly an exciting one to watch unfold.
