Brooke Farris Joins WSL
Ten months after resigning as CEO of Rip Curl, Brooke Farris has been hired as the WSL's Chief Marketing Officer and President of North America.
In the roles, Farris will direct the WSL’s global branding, marketing, communications, and social media strategy, while also overseeing events and operations for the North American region.
Orignally from Western Australia, Farris competed from a young age, shifting into administation including Women’s World Tour Manager at the then Association of Surfing Professionals (ASP).
Fourteen years with Rip Curl followed holding multiple roles including digital, marketing, and commercial strategy, ending with her three-year tenure as CEO.
Brooke Farris joins the WSL as Chief Marketing Officer and President of North America (Ed Sloane)
From the press release:
“Brooke is a proven leader with a unique blend of surf industry knowledge, commercial acumen, and brand-building experience,” said Ryan Crosby, WSL Chief Executive Officer. “She has a clear understanding of our global fan base and brings an authentic connection to the surfing community. We’re thrilled to welcome her back to the league and excited about the impact she will have on our events, partners, and fans, particularly in North America.”
Farris’ appointment comes at a pivotal time for the WSL, which continues to expand its global reach and invest in the fan experience across media, events, and culture.
“Surfing is unique - it’s a lifestyle, a community, a sport, and a profession,” said Farris. “The World Surf League plays a central role, so I’m excited to be joining Ryan and the team at the WSL. This is the perfect opportunity to apply my industry experience and lifelong connection with surfing toward growing the sport in North America and delivering a world-class experience to our fans around the globe.”
Comments
more go Woke go Broke
FWIW, Rip Curl didn't "go broke" because of the Bethany Hamilton thing - the numbers, stats, and facts simply don't bear it out.
"Critics noted Rip Curl’s plummeting share price as evidence of them ‘going woke and going broke’. Yet what appeared a simple matter of cause and effect was instead a case of the teller’s tale. It looked and sounded convincing, but it wasn’t true.
"In January this year, Rip Curl and Hamilton parted ways and the social media backlash began. First hashtags, then videos of people burning Rip Curl boardshorts, and finally a boycott. It was this, the boycott of Rip Curl’s products, that supposedly explained why Rip Curl was tanking. KMD’s shares were just $0.70 and falling.
"The big picture, however, tells a different story. In the two months after Hamilton spoke out, KMD shares lost $0.15, or 21%.
"Yet in the two months prior to Hamilton speaking out, KMD shares lost $0.13, or 18%.
"The fact is, since early 2020 KMD shares had been in decline, with the boycott period closely matching the pattern that already existed. In fact, from June to September this year KMD shares rallied, but then fell back to the pre-existing pattern, showing their problem was more complex than a long-forgotten boycott."