The Surfer, The Brand, and The Bigger Wave: Why John John Florence’s Move Matters
There’s something deeply intriguing about athletes who dare to step beyond the confines of their sport. John John Florence, one of surfing’s most iconic figures, isn’t just riding waves—he’s riding a cultural and business wave that could redefine what it means to be a modern athlete-turned-entrepreneur. Personally, I think this move is about far more than just launching a surf brand. It’s a statement about autonomy, legacy, and the evolving relationship between athletes and the industries they’ve traditionally served.
The Athlete as the Brand: A Risky but Brilliant Play
What makes John John’s decision to start his own company, Florence, particularly fascinating is the sheer audacity of it. Here’s a guy who could’ve easily cashed in on a $1 million-a-year deal with Rip Curl or any other major surf brand. Instead, he chose to build something from scratch. But here’s the twist: the idea wasn’t even his. It was Ryan and Jeff Hurley, former Hurley executives, who saw the potential to create something bigger than a surf brand—something akin to the Michael Jordan brand.
From my perspective, this is where things get really interesting. The Jordan brand isn’t just about basketball; it’s a global phenomenon that transcends the sport. Ryan Hurley’s vision for Florence is similarly ambitious: start with surfing, but don’t stop there. The ocean leads to the great outdoors, and the great outdoors is a market far larger than surfing alone. What this really suggests is that John John isn’t just a surfer—he’s a cultural icon with the potential to bridge industries.
The Surf Industry’s Identity Crisis
One thing that immediately stands out is the state of the surf industry itself. Ryan Hurley describes the 1990s as its golden era, when brands were pushing boundaries in design and culture. The 2000s, with their helicopters and billionaires, were a silver era. Today? The industry feels a bit lost. What many people don’t realize is that this stagnation isn’t just about economics—it’s about a lack of innovation and authenticity.
Florence’s growth in this environment is a testament to the power of new thinking. Ryan puts it bluntly: ‘A lot of the old ways of doing things are broken.’ This raises a deeper question: Can a brand built around a single athlete truly disrupt an industry? If you take a step back and think about it, the answer might lie in how well Florence can transcend surfing and become a lifestyle brand.
The Michael Jordan of Surfing? Not Quite.
A detail that I find especially interesting is the comparison between John John Florence and Michael Jordan. While Slater might be the MJ of surfing, John John feels more like LeBron James—a generational talent with a broader appeal. But here’s the thing: Jordan’s brand didn’t just succeed because of his athletic prowess; it succeeded because it tapped into something bigger than basketball.
Florence’s challenge will be to do the same. Surfing is the starting point, but the brand’s success will depend on its ability to connect with audiences beyond the surf community. This isn’t just about selling wetsuits or boards—it’s about selling a lifestyle, a mindset, and a connection to the outdoors.
The Role of Nathan and the Power of Authenticity
Another angle that’s often overlooked is the role of Nathan Florence, John’s brother. While John is the face of the brand, Nathan’s influence is undeniable. Who’s more important for selling product? It’s a question that highlights the brand’s emphasis on family, authenticity, and relatability. In my opinion, this is where Florence has a leg up on traditional surf brands. It’s not just about the athlete; it’s about the story behind the athlete.
Looking Ahead: The Wave of the Future
If there’s one thing this story makes clear, it’s that the future of athlete branding lies in autonomy and authenticity. John John Florence could’ve taken the easy route, but he chose to build something that reflects his values and vision. What this really suggests is that athletes no longer have to be pawns in a corporate game. They can be the architects of their own legacies.
Personally, I’m excited to see where Florence goes from here. Will it become the next Jordan brand? Only time will tell. But one thing is certain: John John Florence isn’t just riding waves—he’s creating them. And that, in my opinion, is what makes this story so compelling.
Final Thought
If you take a step back and think about it, John John’s move is a microcosm of a larger trend: the rise of the athlete-entrepreneur. It’s not just about sports anymore—it’s about culture, identity, and the power of personal branding. What many people don’t realize is that this shift could redefine the relationship between athletes and the industries they’ve traditionally served. And that, to me, is the most exciting wave of all.
