Published on February 3, 2024, 12:53 am

The past week certainly saw some rough tides for the renowned surf company, Rip Curl. The brand fell under heavy public scrutiny for advocating a pro-transgender marketing strategy, which ignited a virtual uproar as their fan base vented their frustrations in expressive ways – from torching surf equipment to digital outrage.

Their contentious social media post in January introduced the public to “waterwoman” Sasha Lowerson, who is a transgender woman. The backlash was explosive and far-reaching and culminated in the brand’s headquarters taking decisive action – issuing an apology, an act that has astonished many viewers considering Bud Light’s refusal to do so under similar circumstances.

Late on Wednesday night, Rip Curl’s management issued a ‘mea culpa’, regretting how they positioned themselves amidst the rising controversy surrounding transgender participation in competitive sports. A spokesperson from the brand clarifying on Shop-Eat-Surf stated, “We aspire to promote surfing as accessible and enjoyable for everyone while maintaining respect and dignity, but we acknowledge that we upset many people with our post and deeply regret our actions. We would like to make it clear that Sasha Lowerson is neither replacing any member of our team nor sponsored by Rip Curl.”

This rapidly executed crisis management strategy exhibits both the strength of the wave of corporate pushback instigated by Bud Light and its increasing intensity over time. While such situations are ordinarily detrimental, they also show potential signs that corporations may be learning painful yet priceless lessons – loyalty won at the cost of societal norms can be destructive. Companies like Rip Curl are being recognized as living evidence that women are pushing back against brands that rely on transgender women for promoting products targeted toward females.

Significant aspects surrounding Rip Curl’s marketing campaign featuring Sasha Lowerson include its short-lived existence (it was deleted from Instagram just five days after posting), and it being one of the first times a global company responded promptly to female-led backlash. The surge in awareness concerning potentially alienating a demographic and sparking detrimental consequences for the business is an essential element observed here.

This saga is undoubtedly a blow to Rip Curl’s newly appointed CEO, whose initial vision was to create an inclusive brand. This pushback suggests that the public is unwilling to support such an approach if it comes at the expense of natural and wholesome representation.

In related news, Bethany Hamilton, Rip Curl’s ambassador from 1999 to 2023 and an infamous shark attack survivor with a widely recognized comeback story based on her deep-rooted Christian worldview is presumably reflecting upon these developments. Almost certainly due to her principled disagreement with rules allowing biological men to compete in women’s surfing leagues, she parted ways with the company last year. At the height of this controversy encasing Rip Curl, she reaffirmed her position against male-bodied athletes competing in women’s sports.

Moreover, Hamilton has been targeted by activists who oppose these views typically considered mainstream. Their efforts to get her invitation revoked for speaking at a Wisconsin fundraiser encouraging underprivileged girls dramatically failed. The organizers refused intimidation attempts by more than two hundred transgender advocates demanding Hamilton’s replacement as keynote speaker.

Instead of succumbing to pressure tactics, officials released a resolute statement confirming their decision not be swayed and continue as planned, regardless of differences in viewpoints or opinions regarding transgender athletes’ participation in competitive sport.

Rip Curl’s regretful conclusion following their marketing gamble serves as a stark reminder of the precarious waters ahead for companies considering adopting or promoting controversial views without considering possible consequences. Public sentiment is demonstrating loud and clear that they appreciate trusted news delivered via channels respecting societal norms and rooted gender values while recognizing real news relevant to them.