11 Rad Ways to Incorporate Surfboards Into Summer Events

In April, influencers and guests gathered to celebrate the launch of Henri Bendel's Surf Sport Collection at the Bungalow in Santa Monica. The photo wall was constructed of bold striped surfboards.

In May, Endeavor Global Marketing helped Anheuser-Busch introduce Michelob Ultra Pure Gold as the presenting sponsor of the inaugural World Surf League Founders’ Cup of Surfing. The event was held at Kelly Slater Wave Company’s Surf Ranch in Lemoore, California—the first time such an event was competed on a man-made wave. Guests were able to watch the action from the surf deck, which was adorned with branded boards.

A sunburst-style display of golden surfboards served as the the centerpiece and photo wall for the activation, which will travel to the Vans U.S. Open of Surfing in Huntington Beach, California, in July and will return for the Surf Ranch Open in September.

The collection was inspired by Malibu and surf culture and the event’s decor reflected that with beachy accents, including more surfboards.

For this year’s Pride month, Pride Media, publisher of OUT and the Advocate, launched Pride Place, a five-day experiential pop-up at Samsung 837 in New York that runs from June 18 to 22. In addition to empowerment panels, luncheons, and film screenings, the space includes Instagrammable video and photo experiences by sponsors such as H&M, Walgreens, and Greater Fort Lauderdale, which built an interactive photo booth complete with rainbow-striped surfboards. PMK-BNC produced the space, along with Pride Media.

Since the award statue for Fox's Teen Choice Awards is a life-size surfboard, variations of the emblem always feature prominently throughout the event’s decor. Inside the V.I.P. tent at the 2015 show, colorful boards branded with sponsor names popped up throughout the space.

In the V.I.P. tent at the 2016 Teen Choice Awards, held at the Forum in Los Angeles, mini surfboards sprung out from the tropical floral arrangements.

During the Los Angeles Auto Show in November 2016, Land Rover held a preview event for its Discovery Venice consumer pop-up hosted by Gabby Reece and surfer Laird Hamilton. The interactive exhibition featured gear, training experiences, and fitness technologies. Surfboard artist Drew Brophy created artworks live on the spot during the event.

In October 2015, the Elizabeth Glaser Pediatric Aids Foundation celebrated its 26th annual “A Time For Heroes” family festival at Smashbox Studios in Culver City, California. The foundation's president and chief executive officer Chip Lyons and Jake Glaser, son of Elizabeth Glaser, posed with a surfboard photo prop. At the festival, guests could participate in activities such as human bowling, balloon animal making, screen-printing, basketball, and virtual surfing.

At Victoria’s Secret Pink spring break event in Destin, Florida, in March 2014, the retailer placed its event logo on custom surfboards that guests could sign.

To showcase its devices at Lollapalooza in July 2016 in Chicago, Samsung hosted a carnival-style VR-Palooza. Guests could use VR devices to feel as though they were surfing in Tahiti or skateboarding in Malibu.