Key Takeaways:
- Jack’s Surfboards supports competitive surfing through events like the Vans Jack’s Pro.
- Brand executives credit the retailer’s staff relationships and hands-on partnership approach.
- Jack’s has backed emerging labels, from Florence Marine X to Rusty’s newest collections.
Jack’s Surfboards has built its reputation on more than retail fundamentals. Brand partners say the company’s investment in the surf community, at the competitive level and the sales floor, is what sets it apart.
A Contest Rooted in Community
That commitment showed most recently at the ninth Vans Jack’s Pro Presented by 805, held this spring, where two Orange County surfers, Bailey Turner and Parker Cohn, surfed to the top of the podium. Each won cash, glory, and crucial points on the World Surf League’s qualifying series.
The event drew support from across the industry, with more than 70 Southern California brands hosting activations, including Vans, Volcom, Billabong, Quiksilver, Rip Curl, Reef, O’Neill, RVCA, and Hurley. Additional draws included the 805 Beer Garden and a ParkIt Lounge for competition viewing.
For seasoned industry execs, the value of that experience is clear. It’s not just about winning. It’s about the chance to compete at all.
“It’s so important from an industry standpoint that there are opportunities for up-and-coming surfers,” said Pat O’Connell, President of Florence Marine X.
Built on Relationships, Not Just Retail
Aaron Griffiths, North America Sales Manager at Rusty, said that stepping up has always been part of the Jack’s DNA.
“It comes back to Jack’s being really well established and knowing their crowd and wanting to remain involved in surf, which is a big deal,” he said.
Griffiths’s relationship with Jack’s Surfboards started while working on the shop floor. He grew up in Huntington Beach, home of the company’s original location at the corner of PCH and Main Street. He saw from the inside how involved the leadership is, how relationships matter, and how that translates to support of the surf industry.
Later on, Griffiths went on to work with Rusty as director of sales, and returned to the company two years ago. At that time, he said, Rusty had been in flux for the better part of a decade and was just reemerging. Jack’s Surfboards was the first major retailer willing to partner with it.
“When I came back, we had just gotten into Jack’s,” he said. “We were in about three stores with men’s only, I believe, and they were looking at giving women’s a try.
“Our whole look right now is streetwear for kids that are 15 to 25, but that look wasn’t happening two years ago when we brought it in. To get them on board was a big deal because then other accounts saw that and were willing to give us a shot.”
Backing Brands Early
Jack’s Surfboards has also been willing to support new brands. O’Connell, who was previously at Hurley, now partners with Jack’s for his latest venture, Florence Marine X, where he is President.
It’s not, he said, just about the basics like business processes that make Jack’s Surfboards a standout. It’s about the relationships, the support, and the passion for surfing that underpin the operation.
“When you start doing business with them, there are a lot of things that they do to bring you in as a partner. They invite you to meet their staff, which is super important, to have that connection to the person on the floor.
“It’s easy to have that with the buyer or the owner,” O’Connell continued. “But it’s important to have that connection to the staff on the floor as well. The proof is when you talk to their staff, and you see the excitement.”
O’Connell has also seen the company culture off the floor through events over the years.
“It’s not just, ‘I’m checking into work and checking out.’ Jack’s has created something great and they’ve been doing it for a really long time.”
A Partnership That Keeps Growing
For Griffiths, the relationship with Jack’s has meant amazing opportunities for Rusty.
Two years into their renewed partnership, Rusty is in all doors with buildouts in multiple doors for men’s and women’s. This summer, Rusty and Jack’s Surfboards are getting exclusive with their relationship, with a Jack’s-only release of the Zoe McDougall Rusty collection.
“As somebody that’s worked for them and somebody that’s worked with them,” said Griffiths, “Jack’s Surfboards obviously means a lot to me.”
