John John Florence on His Long-Awaited Pipeline Win and His New Brand

Robert S. Hays

On Dec. 20, Hawaii’s John John Florence emerged from the water at Pipe with his 1st Pipeline Masters acquire. The headline wasn’t so substantially that he received, but that he hadn’t received it up to that level. The extended-awaited instant of victory by itself was also marked by what it lacked: flanks of lovers, as Florence could not be chaired up the seaside, many thanks to social-distancing safety procedures. Pandemic precautions, having said that, did not snuff out the importance.

“Not winning all all those occasions undoubtedly stung a minor,” Florence described recently to MJ, “especially the occasions I designed the finals. You get so near, you make all individuals heats and you simply cannot get the earn. It wasn’t having to me also much, but it is definitely an occasion I have preferred to win—it’s in my backyard.”

And when he suggests backyard, he’s not chatting the figurative community it is his literal backyard.

Florence famously grew up on the sands of Ehukai Seashore Park, the extend that accesses various North Shore breaks, like Pipe and Backdoor. He threw himself into those people waves right before puberty, owned the beginner ranks and made the cover of Surfer magazine. Florence was the youngest competitor at any time to surf the Van’s Triple Crown in 2008 and essentially designed a spherical at Pipe at the age of 14. He skilled for the World Tour when he was 19.

In the previous 10 years, he’s received seven Entire world Surf League Globe Tour situations, four Volcom Pipeline Pros (portion of the WSL’s qualifying sequence tour), the Quiksilver in Memory of Eddie Aikau Big Wave event and again-to-back WSL world titles.

And just after all this time, now the coveted Pipeline Masters.

John John Florence
courtesy of Parallel Sea

This most up-to-date accomplishment did not come in massive waves or historic situations, but the storyline was great. After a full year without WSL level of competition thanks to the pesky pandemic, the logistical gymnastics of finding all the surfers into Hawaii and a COVID-scenario reset, Florence conquer his best mentor in the semis and greatest rival in the last, respectively, towards the famous Kelly Slater and perilous Gabriel Medina.

“Competing with Kelly … for him to still be pushing me as substantially as he is, is amazing,” Florence says. “He has so a lot understanding and so significantly encounter. And Gabe—having these two men in a row, I couldn’t have imagined it going any much better. He’s built the final there nearly each individual 12 months given that he acquired on tour. He’s a machine. To get in opposition to him is superior for me. Acquiring Gabe pushes me to want to be a far better competitor, and the other surfers as well. We’ve become good buddies exterior of heats.”

The place Slater has set the stage for the John John story to this point, Medina will absolutely engage in a component in the upcoming chapters to unfold.



It is extensive been recognised that JJF has the opportunity to impact the planet much more than any other surfer considering that Slater. 2021 could confirm a crucial stage in that trajectory.

Most notably, the WSL has adjusted the tour format Florence is at the moment seeded No. 1. The recent Pipe Masters, typically the very last event of the time, was basically the first occasion of 2021. The season will operate with a new routine, culminating with an real championship in September, on the U.S. mainland, at Reduced Trestles in San Clemente, CA. That finale by itself would make this a landmark yr.

Need to he gain a further title, Florence would set himself in an exclusive club alongside Mark Richards, Tom Curren, Slater, Andy Irons and Mick Fanning, all three-time environment champs.

John John Florence
courtesy of Parallel Sea

How a lot of events can correctly be run with surfers flying all-around the entire world amid a worsening pandemic stays to be seen. Surfing just can’t come about in a bubble, but the WSL has absent to demanding lengths to make certain basic safety. And whereas the 18- to 34-calendar year-outdated demographic may well not be stereotypically all that involved about the virus, Florence claims the tour surfers are not getting it lightly.

“From what I’ve noticed here in Hawaii, everybody did genuinely well—we have been obtaining tested nearly each and every solitary working day,” he says. “We ended up donning masks and trying to keep divided. On a person facet, no one wants to get COVID simply because you set in all this function and energy for absolutely nothing. On the other facet, it is a bummer to arrive into somebody else’s group and distribute it. Everyone is having it pretty significantly.”

Need to the WSL continue to correctly operate safe events and the Olympics to take place, there’s one more innovative transform for Florence and the surf sector in common.

For most of Florence’s job, he has experienced the backing of Hurley, the action sporting activities brand name launched by Bob Hurley—the California surfboard shaper who released Billabong in North America and afterwards Hurley Global, which he sold to Nike, remaining at the helm right until 2015.

But the Hurley model, which grew to become a big driver in the surf sector, sponsoring surfers at each stage close to the entire world, sold again, clearing much of its roster and buying Florence out of the remainder of his documented 8-yr, $30 million agreement.

Final summertime, Hurley and Florence introduced the launch of Florence Marine X, a new brand name that was not only targeted on surfing but instead having outdoors and flourishing in the features. It is a bold new route that runs considerably in distinction to the surf field that has long promoted itself by means of sponsoring functions, creating teams and effectiveness browsing on 5’9 thrusters.

John John Florence foil surfing
courtesy of Parallel Sea

“For me, when I get a superior, hefty-climate jacket, it will make me want to go experience,” he adds. “It makes me want to do all types of issues: paddling, sailing, foiling and browsing.”

Surf is clearly the most obvious, but though though recovering from a 2018 knee damage, Florence concluded the 32-mile Molokai2Oahu race paddling inclined with his husband or wife, Kona Johnson. He’s gotten weighty into foiling—both waves and open water. He took on Hawaiian pal Kai Lenny in a foil vs. sailboat race. And right after yrs of finding out to sail, he cruised the South Pacific in his 48-foot gunboat previous yr, discovering atolls, islands and waves, all documented in a series by YETI referred to as Vela, named for his vessel. out?v=hmH3XMlms8E

“Sailing is a massive portion of it, staying in a position to go wherever we want,” he claims. “When we’ve gone on these sailing visits to surf in the center of nowhere, I seriously experience like we’re out there, withstanding the features. The only factor holding you back again is your exposure to the elements—the wind, the sunlight, and the salt.”

He refers to it as creating ‘outdoor clothes,’ relatively than the paradigm of surfwear, perhaps a very good shift, considering the pillars of the surf sector were displaying indicators of put on even pre-pandemic. It also appeals to a bigger demographic than just surf, without having losing the Florence reliability.

John John Florence Marine X
courtesy of Parallel Sea

And it has his title on it, which sets him up for a lot more reward, but also additional chance. For a person factor, he will be the only ambassador. (Will any individual else on tour want to rep a corporation named for a male they have to surf towards?). Which is all ideal for Florence, who focuses on “the pleasure of obtaining the equipment in the water and thinking, ‘yeah, we designed this to do this,’ recognizing that it’s going to withstand and final.”

2021 will be large since he now clearly has money pores and skin in the match, a bit of a worry must the international economy not occur bounding back again. But it looks that Florence is truly enthusiastic about his products.

“We’ve been performing on what we want to make and how we want to make it,” says Florence, “There’s been a great deal of do the job on tests, producing samples and creating factors that last in ocean environments. It usually takes some time to get it correct to have a launch completely ready for spring and summer season.”

Florence’s clear function will be endorsing the equipment, but also palms-on screening products, and putting the gear as a result of the paces, work he extensively enjoys.

“I consider anyone has their aims and ideals of what they want to do with their brand names,” he provides. “There are so a lot of distinct perspectives of browsing. And for the manufacturers that just concentrate on browsing, I believe that’s entirely cool. In my life even though, I have observed a whole lot of enjoy for the ocean. It is through other matters as well. I want to do a model centered on all the other facets of remaining in and about the ocean.”

And finally, there’s the small issue of the Olympics in Japan, rescheduled from very last July. Florence will surf for the U.S. crew. Must that run, it would provide surfers to a world-wide viewers. By August, could JJF be pushing Shaun White/Mary Lou Retton-amount recognition?

That late-summer months progress could exponentially multiply the significance of all of the previously mentioned.

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