brendan thomas

I've been thinking about the worth of celebrity riders. It's something I've been mulling over since news that John John Florence signed to Hurley for a rumoured $40 million over ten years. At the time Brendan Thomas, editor of Surfing Magazine made a poignant Tweet, and I paraphrase: "Companies that get caught in bidding wars are like two surfers paddling each other too deep on the peak – no-one wins."