By  on January 15, 2009

Surfers worldwide already know about Mavericks, a one-day, big-wave winter contest in northern California that can convene anytime from December through March and with just a 24-hour notice, as soon as the giant, fleeting swells arrive off the coast of Half Moon Bay.

Now, owners of the event are looking to make the competition a household name with ambitions to sell a Mavericks outdoors and après-sports apparel brand for men and women that goes beyond surfer chic.

“There are a strong set of brand values you can attribute to Mavericks besides surfing,” says Hap Klopp, who’s advising Mavericks Surf Contest sponsors on how to create an apparel brand from such a cult sports event. In the Seventies, Klopp transformed San Francisco–based The North Face mountaineering supply stores into an outdoor apparel line that now is owned by VF Corp. Klopp says Mavericks can make a similar leap to international apparel fame by pairing quality apparel with the surf contest’s image of courage, athletic integrity, authenticity, natural beauty and raw excitement.

The branding of Mavericks started five years ago when San Francisco sports promoter Keir Beadling joined forces with Jeff Clark, a surfing legend and surfboard craftsman in the nautical burg of Princeton-by-the-Sea, which is near Half Moon Bay. As a teenager in the Sixties, Clark was one of the first known surfers to ride the giant waves off of Pillar Point that are more typical of Hawaii. Those waves eventually were named after his dog. Until Mavericks Surf Ventures was formed in 2004, the competition had only been held twice, with surf brand Quiksilver as a sponsor.

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For More on Surf Brands:
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