Licensing and the Future of the Surf Industry

What does it say about the surf industry that such a high percentage of top industry brands are now operating under a licensing model? We asked two industry veterans and an outside licensing expert for their opinions about the situation the surf industry finds itself in.
Published: December 15, 2025

The number of surf and action sports brands that are now operating under a licensing model continues to grow, with Stance and Dickies being the most recent entrants into the licensing club.

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Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series