Battling the Elements and Coming Out on Top

Just yesterday I was introduced to Clay Marzo (via this unreal ESPN video my friend sent me), by far one of the most unique, inspirational, talented, genuine surfers in the business.  My jaw dropped watching clips of him in the water.  He rips.  Simple as that.  But there is more to his story than simply being another 20 something, Kelly Slater protégé with an ever-growing collection of titles/medals.  He’s different, to say the least.

Marzo has battled through his life with a disease known as Asperger Syndrome, proving time and time again that his only true comfort zone is in the water.  Never being able to fully express himself and lacking basic social etiquette, Marzo has often been misunderstood and categorized into a less than desirable grouping.  Although the disease has more than likely contributed to his success and ability to gracefully tear it up in the water, it has created difficulties for him on the business side of the sport.

Clay’s demeanor is different than most and when interpreted by outsiders, he can be seen as rude or stuck up – a disturbing quality to many sponsors willing to shell out the big bucks to have him rep their brand.  Social media is constantly pushing the envelope and breaking down the barriers between high level business and ground level people.  So my question is this… is there still reason for brands to try to control the image of their athletes?  After all, these athletes are the real heart and soul of the culture that these businesses have made fortunes off of.

In my opinion, a genuine face to the brand and ultimately the sport is a relief.  Being immersed in the LA lifestyle, it seems genuine/honest people are few and far between.  I feel like when you come across one, it’s a rare gem, one you keep close and hold on to as long as you can.

It’s known that sponsors attempt to have full control over their athletes, everything from where they go out at night to what they say in an interview to what they wear on the streets.  This marketing approach is becoming outdated.   Top level corporations see these athletes as merely an investment and overlook who they really are – real people with real talent, just looking to do what they love. Clay’s sponsors should value and honor  his behaviors, it’s who he is and what he does and because of this he doesn’t conform to societal expectations as to how he should hold himself.

Clay Marzo, whether he knows it or not, is a marketer’s dream because he’s unique.  Once someone takes the time to understand his story, they can fully appreciate his authentic and humble approach to the sport and his life – a quality that is valued greatly over fake smiles and forged handshakes, especially within surf culture.

Here’s to you Clay Marzo, for keeping it genuine and real, for truly connecting in a ground level way, and continuing to rip in the water.