With the Winter North Shore season on its way and the 2011 Reef Hawaiian Pro on the horizon, Reef set out to pay tribute to iconic surfers of the Islands with the launch of the ‘Icons of Aloha’ campaign. Shot by famed fashion photographer, Steven Lippman, the campaign profiles ten of Reef’s most influential ambassadors, either native to Hawaii, California or Australia, who have all left their indelible mark on the North Shore of Oahu.
The concept behind the ‘Icons of Aloha’ is to highlight accomplished Reef Ambassadors who have humbly garnered the respect of the Hawaiian community and earned their spot in the line-up at the notorious, and often times treacherous, surf breaks of the North Shore.
Reef ‘Icon of Aloha’, Mikala Jones, added, “Hawaii has a lot of talented surfers, I’m honored to be a part of this campaign and stoked to be a part of the Reef family.”
In addition to Mikala, the campaign profiles five other Reef ambassadors from Hawaii including Alana Blanchard (Kauai), Stephen Koehne (Kauai), Ross Williams (Oahu), Sean Moody (Oahu) and Shane Dorian (Kona). Reef has also identified Rob Machado (CA) a Pipeline Master, Taylor Knox (CA) a Sunset and Haleiwa finalist and Mick Fanning (AUS) a 2x Pipeline Master finalist and multiple Haleiwa and Sunset finalist, as Honorary ‘Icons of Aloha’.
Esteemed fashion photographer, Steven Lippman, photographed the ‘Icons of Aloha’ at Reef’s World Headquarters in San Diego. A former professional skateboarder and surfer, Lippman’s body of work is a cross section between Hollywood and Surf Culture. Renowned for his inspirational portrait work of celebrities, musicians and athletes, Reef commissioned Lippman to capture the spirit and soul of each Icon.
The campaign will roll out this fall heading into the 5th year of the Reef Hawaiian Pro. Haleiwa will once again host the world’s elite, November 12-23rd, as part of the newly upgraded 6 Star Prime event offering vital ratings points to those trying to qualify for the 2012 ASP World Tour.
To further showcase the Reef brand’s commitment to the North Shore, Reef is proud to announce a partnership with the North Shore Community Land Trust. As part of the Reef Redemption program, a portion of our Culture of Giving fund will benefit the organization that aims to “protect, steward and enhance the natural landscapes, cultural heritage and rural character of Ahupua’a from Kahuku Point to Ka’ena.”