Dakine Introduces New Surf Products with World Champion Surfer John John Florence

May 19, 2021

The collaboration with John John Florence illustrates Dakine’s commitment to innovation, trust and progression with the world’s-best riders

LOS ANGELES (May 19, 2021) — Today, Dakine further solidifies its commitment to innovation and progression by announcing building on its partnership of over 20 years with World Champion professional surfer John John Florence on a collection of surf products and accessories. The Hawaiian-born surfer is one of only five surfers in history to win back-to-back world titles and will have the honor of representing the U.S. in surfing’s inaugural appearance in the upcoming Tokyo Summer Olympics. During this debut, Florence will be using his brand-new pro-model traction pad and leash, which are now available for purchase alongside several other items from the collection.

“I’m constantly tweaking my equipment and trying to get it dialed,” says John John Florence. “Dakine and I have spent a ton of time in the water and the lab making sure these vital pieces of equipment were built properly. With the WSL underway and Summer Games on the horizon, I’m psyched to have these pieces of equipment with me in the water.”

Building towards the Olympics, Florence is competing against a stacked roster of professional surfers at several World Surf League events taking place around the globe. Along the way, Florence has been trusting Dakine equipment in the water. As the connection between Florence’s back foot and his surfboard, his pro-model traction pad is a critical piece of equipment for his dynamic approach to surfing. The five-piece pad is complete with cutting-edge traction technology, including seven-millimeters for grippy center-arch hold and drilled holes through the pad’s kick to enhance water flow.

In addition to the tech and specs, Florence’s brand-new traction pad has an eco-conscious lilt. Working in partnership with EcoLogic, Dakine has developed Friendly Foam; EVA traction with EcoOne additives to accelerate biodegradation after entering biologically active landfills. After biodegradation, the leftover material will become biomass, with trace amounts of biogas that is either harvested as renewable energy or burned off to reduce environmental impact. In addition to Friendly Foam, the John John Florence Pro Model Traction Pad (MSRP $46 USD) boasts plastic-free packaging to protect the places where the pad is meant to play—oceans.

The John John Florence Comp Leash (MSRP $27-28 USD) is intended for use in waves up to shoulder-high in height. The leash is Florence’s signature style made with the highest quality urethane Dura-Cord for a trustworthy leg rope that boasts maximum strength. The molded neoprene ankle cuff and Posi-Lock hook-and-loop closure are testaments to Dakine’s and Florence’s tireless commitment to innovating and progressing product design, ultimately creating products that allow the world’s best athletes to perform at their optimal level.

“Working with John on product development has been an amazing journey,” says Micah Nickens, surf marketing director at Dakine. “John becomes very hands on when it comes to the product he’s going to put his name on. He literally hand carved his traction pad with a knife until he felt it was right. His feedback on the leashes has been more important than ever. Since he’s always traveling, his insight for his board bags have made them lighter and more protective. In addition to product, John was very specific with eliminating plastic from all packaging with his name on it. It lit a fire for us a brand to reevaluate how we can do the same with the entire traction and leash line.”

The John John Florence collection from Dakine features an array of traction pads, leashes and surfboard bags, available for purchase now on Dakine.com. The collection also includes:

• John John FlorenceGrom Surf Traction Pad (MSRP $44 USD)
• John John Florence Kainui Leash (MSRP $32-34 USD)
• John John Florence Mission Surfboard Bag (MSRP $135-150 USD)
• John John Florence Quad Surfboard Bag (MSRP $335-3855 USD)

For more information about Dakine, please visit Dakine.com. For media inquiries about Dakine or John John Florence, please email Senior Account Manager, Kevin McCormack at kevin.mccormack@rygr.us.

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About Dakine

Founded in Hawaii in 1979, Dakine creates trusted packs and bags, accessories, apparel, and outerwear for people who love to surf, snowboard, mountain bike, ski, windsurf, kiteboard and travel. For more information, please visit https://www.dakine.com/