I checked in with the Rip Curl USA team to see how the brand is promoting Mick Fanning’s third ASP World Title.
Vice President of Marketing Dylan Slater filled me in on the details.
Rip Curl had a big crew on the beach watching Fanning’s victory, including Doug “Claw” Warbrick, one of Rip Curl’s three founders and current owners, who flew from Australia to witness the achievement.
Did you have a plan in place before Mick won?
Dylan Slater: Mick was actually one heat away from winning his third ASP World Title at the Rip Curl Pro Portugal in October, so we had a worldwide company fire drill in order to prepare for that.
When it became clear that the title would come down to the Billabong Pipeline Masters, it gave us the ability to polish up our activation strategy and make sure all parts of the business were aligned for the opportunity. We had a fleet of window kits that went up immediately in our key accounts as well as our own retail stores within Hawaii.
We had boxes of World Champ promotional product on the beach, as well as flags. We had a pre-hatched plan with our media partners at SURFER and Surfline, where homepage takeover campaigns went into effect immediately, which connected to his World Title microsite. We felt quite prepared for the moment.
What are doing as far as product?
Dylan: Timing is everything, right? We already had a Mick Fanning Signature line slated to launch Spring ‘14, which is delivering now. So we added some more World Title pieces to the existing collection to round out the offering.
We will have two limited MFx3 World Title shirts, as well as hats. Additionally, Mick has two signature watches – one tide and one fashion – and this month we launched his signature film “MISSING” by Taylor Steele and Mick himself.
We also have three signature boardshorts and an MF accessories line to compliment the apparel collection all landing very soon. The entire collection is showcased on his World Title microsite on ripcurl.com.
Are you involving retailers? If so, how?
Dylan: Absolutely. We instantly put out an “MFx3 Premium Retail Partner” program offering our limited MFx3 product with the opportunity for a window.
Several key retail partners have opted in, and we’re working as hard as we can to deliver on this time-sensitive opportunity. Windows are going up in our key retail accounts this week nationwide. We’re been really stoked on how the retailers have embraced the accomplishment, and supported our efforts to tell the story.
Any plans to try to get Mick on the larger media stage beyond surf?
Dylan: Yes, this is an ongoing work in progress. The fact Mick claimed his third ASP World Title puts him in elite company within the sport’s history.
Only Kelly Slater, Andy Irons, Mark Richards, and Tom Curren have claimed three or more World Titles. We’ve been working closely with Mick and his media manager to land those transcendent media spotlights that elevate his achievement.
The media is really embracing the story, and it’s resonated with our audience.
How do you think this will help the Rip Curl brand?
Dylan: There is no greater single achievement for a surfer than an ASP World Title. And we understand with this achievement comes an amplified visibility on the brand that the surfer represents. His World Title supports our mission to be the ultimate surfing company.
From his signature Mirage Boardshort landing this month to the content we create around Mick in the future, we look at his World Title as an opportunity to speak louder to the surf enthusiast. And, in turn, we hope this will strengthen our positioning with the core retailer.
