As we head into 2010, Dusty Payne and Craig Anderson are two of surfing's hotter prospects. If you're a brand, you want your stickers on their boards and your product on their bodies. They both recently joined team Electric. Stab spoke with Electric's marketing manager about the hunt for their signatures.
How sought after were the signatures of Dusty and Craig?
Craig was one of Australia’s most exposed surfers last year after leading WCT campaigners Joel and Mick. He worked hard to be on the best trips with the best surfers. This saw his reputation soar as one of Australia’s most innovative surfers alongside guys like Coleborn, Julian, Owen, Ry and Davies.
Then you have Dusty who had an amazing year. He started it off by winning ‘The Kustom Air Strike’ and pocketing $50’000 USD cash. He was also awarded ‘Performance Of the Year’ at the 2009 Surfer Poll Awards for his appearance in Volcom’s BS and finished his year qualifying for the WCT.
These two surfers are what companies wait and save there pennys for, they are what we call a sponsors dream.
How many companies, that you know of, were chasing them?
With Craig I knew of two other companies that were bidding for his services. This type of information is what the managers like to keep between themselves and their athletes. We weren’t concerned about how many brands were chasing him, it was more about making sure Craig was comfortable with his future at Electric and being excited about joining the Electric family.
Regarding Dusty it really only seemed like there were a few players. You really never know so you just do what you can. It has been an ongoing process for some time now but between all the surfs and rounds of golf we were able to get some ink on paper. Dusty realizes that his role for Electric is an integral one, he see’s the excitement that the brand generates and he is extremely excited to help continue spreading the brand message. This is going to be a fun ride!
What is it about Craig and Dusty that makes them so sought after?
I think for Electric it’s all about the entire package.
Both Craig and Dusty bring more to a team than their surfing skills. You only hear others speak highly of them, from magazine editor’s and photographers to their own peers and the kids working in-store. These are the guys living the real dream and lifestyle that the brands are selling, marketing and looking to be a part of.
They’re a young girls dream, the life of a party and all round good blokes.
How did you guys win the race?
We knew what we wanted and how far we could pursue it but the important thing for Dusty, Craig and Electric was that the fit was right and that all parties were stoked and willing to give the project every ounce of energy they have.
It’s the team and the individual characters that make this brand so unique and the reason why we’re so appealing to the surfers when the deal is being negotiated. Electric has always invited our team to be directly involved with the brands direction and enjoyed creating what we believe to be one of the world’s best surf teams.
Craig Anderson
