The music media brand, Rolling Stone has signed a new partnership with the World Surf League (WSL) in celebration of this season’s WSL Championship Tour, the series that crowns the men’s and women’s world surf champions each year.
Under the partnership, Rolling Stone will devote ‘significant editorial backing’ to the campaign, including features and photos, as well as essays in the magazine. This will run alongside video and digital content.
Athletes featured in the partnership will include Stephanie Gilmore (reigning 7X WSL Champion), John John Florence (2X WSL Champion), Coco Ho, Lakey Peterson, Tatiana Weston-Webb, Conner Coffin, and more.
The first piece of content, “My First Time with Coco Ho,” has been released today. “My First Time,” is an ongoing fan-favourite series featuring a wide-range of artists, actors and celebrities as they sit down to divulge a series of “firsts”.
Through “My First Time,” viewers get a closer look at some of pop culture’s most well-known faces. Past participants have included, Ringo Starr, Lizzo, Sophie Turner, Maisie Williams, Willie Nelson and Seth Rogan.
New content will be released each week on RollingStone.com and WorldSurfLeague.com.
“The athleticism, drama, and adventure of pro surfing is a perfect fit for Rolling Stone readers, who count on us for the most cutting-edge cultural content in the world,” said Rolling Stone president Gus Wenner. “Rolling Stone is thrilled to partner with the World Surf League on a slate of joint initiatives that celebrate the world’s best surfers and the Championship Tour as music is such a critical part of surfing and life on the tour.”
“Rolling Stone is legendary in the music industry and it’s really awesome to work with such an iconic brand,” said 7X reigning WSL Champion Stephanie Gilmore. “I’m passionate about music and there’s a strong natural connection with surfing, which makes this an extremely exciting partnership. Rock and roll.”
The partnership will also include Rolling Stone’s sponsorship of the music stage featuring The Raconteurs, as well as a special edition co-branded apparel collection with Rolling Stone and Outerknown at the upcoming Freshwater Pro pres. by Outerknown, on the WSL Championship Tour, which takes place at the Surf Ranch in Lemoore, California, from September 19 – 21, 2019.
Founded by professional Surfer Kelly Slater, Outerknown is a coastal men’s and women’s lifestyle brand made For People and Planet.
The Raconteurs will be the headlining performer on Saturday evening following the conclusion of the surfing competition.