Used to be that every time a surfer signed with a new company they'd send out a press release about synergy and brand. I'm not gonna call complete bollocks on the tactic, but fact is, who could care?

Show me said surfer riding a wave, maybe include a bit of product placement and we're all sweet.

Take this clip for example: Dion Agius just signed with HaydenShapes, went on a trip, got waves, cut a clip. It's a slow burner, moody to begin with, then animated, before Dion lifts to a final act crescendo.

Says more than any press release could.

(Board is a 5'5 1/2 x 18 3/4 x 2 1/8 Holy Grail if you're wondering)