Brand Tone

technical, performance-driven, and authentic

Brand Values

• •Innovation
• •Performance
• •Quality
• •Sustainability

Best Practices

• •Prioritize Performance in Every Message: Always connect product features back to a tangible performance benefit for the surfer (e.g., "more speed," "tighter turns," "better hold"). Use active, powerful language that speaks to action and results.
• •Use Technical Language Authentically: Don't shy away from technical terms like "foil," "rake," and "cant." Use them accurately to educate customers and reinforce the brand All photos are for illustrative purposes and do not represent actual users. This site uses cookies. By continuing to use this site, you agree to our use of cookies. More Info. Close message.

Social Perception

highly positive, focusing on reliability, performance, and superior design

Copy Examples

• •Control in Chaos. When the swell is pumping and every line counts, you need equipment that works with you, not against you. The Jordy Smith Signature Techflex fin provides maximum drive and stability, giving you the confidence to push your turns harder in powerful conditions. Engineered for control, built for performance. Tap to dial in your setup. #FuturesFinsNZ #RideFutures #PerformanceSurfing
• •Speed Generating, Redefined. The Alpha Reverse 3/2 Twin+1. Don't just ride the wave, command it. Our innovative Reverse 3/2 foil twists at the tip, creating unparalleled water attachment for explosive speed and lift, even in weaker surf. Combined with our Alpha construction using recycled fishing nets, you get next-level performance that go {
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