Rip Curl launches SoCal summer retail tour
Rip Curl is reigniting its 90s inspired marketing plan called The Search in a new format of retail events, scheduled to tour through Southern California surf shops this summer.
Rip Curl founder Doug Warbrick, said "The Search represented what we genuinely believed [was] the true spirit of surfing and the behaviors of surfers and what they really liked."
The search refers to taking surf trips to explore new waves, cultures and experiences. Rip Curl started The Search campaign with its first formal trip in 1992.
2x World Champion surfer Damien Hardman said, "While we all lived The Search in some form, Rip Curl formalized it."
Rip Curl's summer tour of The Search hits 4 Southern California retailers this summer from Hermosa Beach's Spyder Surf down to Hansen's in Encinitas. Each event will feature a night of a movie including never before seen surf footage, Q&A and signing with an athlete, and giveaways.
The Search runs through Southern California this summer from July 13-August 3rd.
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