Emmanuelle Ducros 8:54 a.m., February 6, 2024
Every morning after the 8:30 a.m. news, Emmanuelle Ducros reveals to listeners her “Journey into absurdity”, from Monday to Thursday.
Rip Curl is an Australian surf equipment brand that is more than fifty years old - it was created in 1969. A sort of incarnation of cool surf clothing. But right now, Rip Curl is facing the onslaught.
Rip Curl is even drinking the cup, entangled in scandals which fall on his head one after the other like rollers on a Pacific beach.
It all started last November, when Rip Curl fired its muse, American surfer Bethany Hamilton. His mistake: having criticized the world surfing league which allows transgender women – therefore biological men who call themselves women – to participate in women's competitions. “A lot of girls are against this new rule but they don't dare say it for fear of being sidelined,” Bethany Hamilton, who is not known for keeping her tongue in her pocket, said publicly.
First scandal.
No small matter in the world of surfing. Rip Curl has sponsored Bethany Hamilton since she was 9 years old. The brand continued its support after a terrible accident: in 2003, Bethany Hamilton had her arm torn off by a shark. She continued to surf, to win competitions, while giving birth to four children, a sort of aquatic superwoman. The breakup due to differences of opinion was poorly received by Bethany Hamilton fans. As by many male surfers
And Rip Curl made his case worse in their eyes.
At the same time as it fired Bethany Hamilton, the brand launched a campaign featuring Australian transgender surfer Sasha Jane Lowerson.
Bethany Hamilton's fury: her fears of seeing female athletes sidelined were confirmed. Global wave of calls to boycott the brand. Companies don't take this lightly. Nike paid the price last year. A campaign featuring a trans influencer to promote women's sport cost it dearly.
How did Rip Curl react?
Like in those wordless films where a clumsy hero wants to repair a leaking tap sets off an incredible chain reaction and ends up drowning the kitchen. Rip Curl tried to apologize, to remove videos from social networks featuring Sasha Jane Lowerson, the trans surfer, explaining that she was not replacing anyone. Instead, he posted beach images with sappy messages about inclusion and not wanting to upset anyone.
Result ?
The inevitable happened. Rip Curl had mainstream feminists on his tail for erasing Bethany Hamilton, now he also has trans activists accusing him of discrimination and transphobia. By wanting to be loved by everyone, the brand has made itself hated by everyone and is falling apart. Woke communication is definitely an extreme sport.