| LOS ANGELES, Calif., USA (Wednesday, August 6, 2025) — The World Surf League (WSL) today announced the appointment of Brooke Farris as its new Chief Marketing Officer and President of North America. Farris will lead the WSL’s global brand, marketing, communications, and social media strategy, while also overseeing events and operations for the North American region.
Farris brings deep industry expertise and a proven track record in the surf and action sports space. Most recently, she served as CEO of Rip Curl, where she led the iconic surf brand through record growth, global brand expansion, and a sharpened focus on women’s performance and lifestyle categories. During her 14-year tenure at Rip Curl, Farris held multiple leadership roles across digital, marketing, and commercial strategy, helping to shape the company’s transformation into a modern, global brand.
This is a return to the WSL for Farris, who, prior to her time at Rip Curl, served as Women’s World Tour Manager at the then Association of Surfing Professionals (ASP).
“Brooke is a proven leader with a unique blend of surf industry knowledge, commercial acumen, and brand-building experience,” said Ryan Crosby, WSL Chief Executive Officer. “She has a clear understanding of our global fan base and brings an authentic connection to the surfing community. We’re thrilled to welcome her back to the league and excited about the impact she will have on our events, partners, and fans, particularly in North America.”
Farris’ appointment comes at a pivotal time for the WSL, which continues to expand its global reach and invest in the fan experience across media, events, and culture.
“Surfing is unique – it’s a lifestyle, a community, a sport, and a profession,” said Farris. “The World Surf League plays a central role, so I’m excited to be joining Ryan and the team at the WSL. This is the perfect opportunity to apply my industry experience and lifelong connection with surfing toward growing the sport in North America and delivering a world-class experience to our fans around the globe.”
Farris will be based in Los Angeles, California, and will officially join the WSL in September 2025.
About the WSL
The World Surf League (WSL) is the global home of competitive surfing, crowning World Champions since 1976 and showcasing the world’s best surfing. The WSL oversees surfing’s global competitive landscape and sets the standard for elite performance in the most dynamic playing field in all of sports. With a firm commitment to its values, the WSL prioritizes the protection of the ocean, equality, and the sport’s rich heritage, while championing progression and innovation.
For more information, please visit WorldSurfLeague.com. |
