Cover photo: ISA-Evans

Every now and then, while surfing on social media, I crack up watching an “influencer,” a pseudo surfer, supposedly related to the world of surfing, posing with their products related to the world of surfing.

We share with friends the “defect” of the market, of the industry, the information asymmetry that exists and we all burst out laughing.

But the reality is that behind those laughs and that “innocence”, if you will, on the part of traditionally surfer brands and other wannabes who want to become surfer brands, there is a very sad reality.

Because all of this involves a deception: They want to sell and show surfing using something that really isn't surfing; or at least, honestly, it isn't surfing, it isn't real surfing. It is, as said above, a pose.

The sad thing is that somehow or other people “buy” or “like” something that is a hoax. If you like, it is a quasi-hoax.

There are 850.000 real surfers around the world who can perfectly showcase the product, live it, award it, enhance it, amplify it, and it is to them that the profit should go and not to some kind of pretty face who has managed to convince a marketing manager of a surfer brand or someone who knows nothing about surfing that he is good publicity and barely knows how to stand on a board.

This is a simple comment, so that those valuable resources that the surfing industry or the one that wants to be in surfing go to real surfers and not to pseudo surfers.

But the most important thing is knowing that the brand, by making this correction, will be much more well received by the core surfing public, which is the one that ultimately generates this expansion of the endemic towards the non-endemic; as has always happened in the sports industry, generating important profits for brands that have gone far.