Farris returns to WSL

A JAN JUC local and former Rip Curl chief executive officer has been appointed to a top role with a global sporting giant.

Brooke Farris is the World Surf League’s new chief marketing officer and president in North America.

She will lead the WSL’s global brand, marketing, communications, and social media strategy, while also overseeing events and operations for the North American region.

This is a return to the WSL for Farris, who before her time at Rip Curl served as the women’s world tour manager at the then Association of Surfing Professionals (ASP).

Her appointment comes at a pivotal time for the WSL as they look to continue to expand their global reach and invest in the fan experience across media, events, and culture.

“Surfing is unique – it’s a lifestyle, a community, a sport, and a profession,” Ms Farris said.

“The World Surf League plays a central role, so I’m excited to be joining Ryan and the team at the WSL.

“This is the perfect opportunity to apply my industry experience and lifelong connection with surfing toward growing the sport in North America and delivering a world-class experience to our fans around the globe.”

WSL chief executive officer Ryan Crosby welcomed the appointment of Ms Farris.

“Brooke is a proven leader with a unique blend of surf industry knowledge, commercial acumen, and brand-building experience.

“She has a clear understanding of our global fan base and brings an authentic connection to the surfing community.

“We’re thrilled to welcome her back to the league and excited about the impact she will have on our events, partners, and fans, particularly in North America.”

Farris will be based in Los Angeles, California, and will officially join the WSL this month.