Hurley was the top selling boardshort brand in the U.S. with a deep stable of elite athletes, including world champion John John Florence and hybrid talent Kai Lenny.  But among core surfers, the brand was perceived as a bit too ‘jock’, or perhaps even ‘corpo’. We wanted to celebrate the soul that permeates surf culture, outside of competition.

John and Kai were both injured at the time, which turned out to be a nice opportunity to demonstrate to the world that a passion and dedication to living life on the water is the truly essential component of what it means to be a surfer.

Agency: B-Reel