Surfing and surfers: from sociology to marketing

Speakers : Anne-Sophie SAYEUX , Laura GRENON , Christophe GUIBERT , Jean-Sébastien ESTIENNE

In a world where surfing is at once a sport, a culture and a lifestyle, this round table explores the multiple facets of this practice and their implications for our brands. Moderated by Anne-Sophie Sayeux, an anthropologist specializing in surf culture, and Christophe Guibert, a sports sociologist, the discussion will begin with an analysis of the myths and identities of today's surfing communities. What are the profiles of surfers? What are their cultural codes? What are their expectations, their behavior on the water and their purchasing habits?

Then, marketing directors from several of our brands, including Laura Grenon, Marketing Director for Oxbow, and Jean-Sébastien Estienne, Marketing Director for Rip Curl Europe, will share their strategies for catering to these diverse surfer profiles. What are the challenges of good targeting, and how do you go about it? How can we create an adapted and differentiating storytelling? How to capture the attention of a constantly evolving community?

This roundtable will offer a unique perspective, blending sociology and marketing, on how to understand and engage an audience as passionate as it is diverse.