In a leadership move aimed at accelerating growth and fan engagement, the World Surf League has appointed Brooke Farris as Chief Marketing Officer and President of North America. The former Rip Curl chief will oversee global brand, marketing, communications, and social strategy while guiding events and operations across North America from Los Angeles.
Key Takeaways
- Brooke Farris named WSL Chief Marketing Officer and President of North America
- Former CEO of Rip Curl with 14 years of leadership across digital, marketing, and commercial roles
- Will lead global brand, marketing, communications, and social, plus North American events and operations
- Based in Los Angeles; slated to join in September 2025
- Appointment aligns with WSL’s push to expand reach and elevate the fan experience
Background On Brooke Farris
Farris brings deep surf industry credibility. At Rip Curl, she steered the brand through strong growth and global expansion while sharpening its focus on women’s performance and lifestyle. Before that, she worked within professional surfing governance as Women’s World Tour Manager at the then-ASP, giving her a front-row view of elite competition and athlete needs.
What The Role Covers
Farris’s remit spans global and regional priorities:
- Global leadership of brand, marketing, communications, and social media strategy.
- Oversight of North American events and regional operations.
- Alignment of partnerships, storytelling, and fan touchpoints across media and culture.
She will be based in Los Angeles and is expected to officially begin in September 2025.
Strategic Timing For The WSL
The league continues to scale its global footprint and invest in the fan experience. WSL leadership views Farris as a leader with commercial savvy, category fluency, and close ties to the surfing community—attributes seen as vital to delivering stronger events, deeper partner value, and richer storytelling, particularly in the North American market.
What It Means For North America
Expect renewed emphasis on:
- Event quality and consistency across key venues
- Community engagement and pathways from grassroots to pro
- Elevated women’s surfing visibility and programming
- Partner integration and on-site fan experiences
- Digital content that deepens year-round connection with fans
While global brand strategy will sit under her purview, North America becomes a proving ground for fan-first initiatives that can be scaled worldwide.
Looking Ahead
With Farris stepping in ahead of the next competitive cycle, the WSL is positioned to refine its calendar, enhance broadcast and digital experiences, and strengthen commercial partnerships. Her blend of brand-building experience and tour-side insight suggests a pragmatic approach focused on measurable growth and a more connected, inclusive surf audience.
Sources
- World Surf League Appoints Brooke Farris as Chief Marketing Officer and President of North America, World Surf League.
