Surf brands continue to invest in the anticipated wave pool boom. Today’s Sun Bum Atlantic Surf Park partnership exemplifies this growing interest in surfing beyond the beach.
Rip Curl moved early, taking aggressive steps to become the dominant brand among beginner surfers when URBNSURF and The Wave first opened up. Firewire followed by making its surfboards attractive to nearly every operational wave pool worldwide. Now, the connection between surf brands seeking new surfers is trickling down from hardgoods to soft goods. In this case, sunscreen products.
This week, Sun Bum announced a new partnership with Atlantic Surf Park. The company will serve as the official sunscreen provider for the Virginia Beach-based surf lagoon.
When Atlantic Park Surf opens later this summer, it will feature accessible sunscreen pumps filled with Sun Bum Signature and Original. Sun Bum® will also supply sunscreen to surf coaches, staff, and lifeguards. In addition, the surf park’s Pro Shop, managed by WRV, will stock Sun Bum products.
“Keeping our team safe under the sun is a top priority, so we are proud to partner with Sun Bum,” said Bill Zazynski, Atlantic Park Surf’s general manager. “Sun Bum’s trusted, reef-friendly products help protect our surfers from harsh UV rays while they do what they love out on the water.”
Atlantic Park Surf plans to open to the public later this summer. It will be the first Wavegarden Cove Surf Lagoon in North America. The facility will provide artificial wave surfing at the center of Virginia Beach’s oceanfront.
“In many ways, Virginia Beach is at the heart of the East Coast surf culture, so there couldn’t be a better location for the region’s preeminent wave lagoon,” said Sun Bum’s chief marketing officer, Evan Slater, who recently toured the expansive Atlantic Park development. “We’re honored to be part of it.”
