The Wave announced a new 3-year partnership with Stance that focuses on photography and creativity and other areas at Bristol’s favorite surf spot. The agreement sees Stance launch a dedicated photography space at The Wave.

A statement from the wave said the partnership builds on the shared appreciation of creativity, human expression and the joy of surfing.

Stance is a longtime supporter of surf photography, having hosted several photography exhibits and featuring iconic surf imagery on their footwear. The collaboration will see a new photography area including screens to view photos, as well as a dedicated editing suite for The Wave’s photography team, Image Cabin. 

“At a key time for The Wave and inland surfing as a whole, it is exciting to partner with an international and market-leading brand such as Stance who share in our love of surfing and the creativity,” said Nick Rees, Surf Commercial Manager at The Wave. “Delivering a fantastic customer experience at The Wave is at the core of our focus, and we see photography as an integral part of this.” 

Stance explained how photography fits into their overall marketing approach. 

“The new photography collaboration with The Wave fits this perfectly,” said Rich Philip, Marketing Director at Stance. “Celebrating the individuality of surfing and the creativity of photography, whether they’re completely new to the sport or pushing themselves and looking for a shot for the portfolio.”