The best way to become part of a culture is to create something for it. As illustrated in the film Grey Whale Sessions, Pacifico’s authentic place in surfing is off the beaten path with good friends, warm sun and cold beer. For some, that means finding adventure along the dusty, washboard roads of Baja. For others, it’s a short respite in their own backyards.
At the U.S. Open, the largest surf contest in the States, we brought back the aesthetic of longboarding with the Pacifico Noseriding Invitational hosted by Joel Tudor. We also produce an annual concert (G. Love and The Dirty Heads have performed in the past). Now in our fourth year with the brand, the integrated program includes athlete partnerships, custom content for KROQ and Surfline.com, onsite activation, a concert and limited edition merchandise for the noseriding competition.