World Surf League / WSL One Ocean

ABOUT THIS ENTRY

WSL One Ocean is the World Surf League’s global initiative uniting surfers, fans, and coastal communities to protect and restore the ocean. Through athlete advocacy, event sustainability, digital campaigns, and the WSL PURE Grant Program, WSL One Ocean drives tangible impact, from protecting critical marine ecosystems to reducing plastic pollution. By leveraging WSL’s global platform, this initiative inspires millions to take action and turns the power of sport into a force for environmental change. The program also works with local communities to amplify grassroots efforts, ensuring that sustainability becomes part of the surf culture. With a focus on education, engagement, and collaboration, WSL One Ocean empowers a global network to champion ocean conservation, ensuring a lasting impact on the environment and future generations.

How does this represent "Excellence in Engagement"?

WSL One Ocean sets a new benchmark for fan engagement by transforming ocean advocacy into an interactive, year-long movement embedded in surf culture. Unlike traditional campaigns, this initiative creates sustained action by integrating conservation efforts directly into WSL’s global events, athlete storytelling, and digital platforms, ensuring fans are not just spectators but active participants.

Through immersive experiences, fans engaged with ocean restoration projects, volunteered at events, and supported local conservation initiatives. In 2024 alone, 4,536 volunteers were mobilized, 3,504 youth were educated, and 17 local impact projects were funded worldwide. Social engagement soared as WSL athletes and fans amplified key conservation messages, turning advocacy into a community-driven effort.

This work sets a precedent for the sports industry by proving that sustainability and fan engagement can drive measurable impact. It challenges other leagues to move beyond awareness and integrate purpose-driven initiatives that inspire real, lasting change.

Objective

WSL One Ocean was created to harness the global influence of the World Surf League (WSL) to drive meaningful ocean conservation efforts. Recognizing that surfers have a deep connection to the ocean, WSL aimed to transform that passion into tangible action. The initiative was designed to educate, inspire, and mobilize the surfing community—athletes, fans, and partners—to protect and restore the ocean.

A key goal was to integrate sustainability across WSL’s global events while engaging millions worldwide in ocean stewardship. WSL One Ocean focuses on reducing environmental impact, supporting grassroots conservation efforts, and advocating for ocean protection and conservation.

By leveraging WSL’s reach, One Ocean encourages individual and collective action, proving that surfers are not just competitors but environmental leaders. The initiative continues to set a new standard for sustainability in sports, demonstrating that a global sports league can be a powerful force for change.

Strategy & Execution

WSL One Ocean was designed to engage the modern sports fan—who expects purpose-driven brands to take action—by integrating ocean conservation directly into the World Surf League’s global events, broadcasts, and digital platforms.

Unlike a traditional campaign, WSL One Ocean is a year-long initiative and a true movement for ocean action and advocacy, embedding sustainability into the fabric of professional surfing.

The strategy leveraged WSL’s massive reach, weaving sustainability storytelling into live competitions, athlete advocacy, and fan engagement initiatives. Through compelling content, immersive digital campaigns, and high-impact partnerships, One Ocean transformed awareness into action. Activations at WSL events connected fans with tangible conservation efforts, from coastal restoration efforts to general ocean advocacy.

Execution was built on collaboration, with athletes serving as ambassadors, brands aligning with sustainability values, and fans given clear pathways to get involved. Social media amplified the message, creating a global movement. By embedding ocean stewardship into the sport’s culture, WSL One Ocean proved that sustainability isn’t just a cause—it’s an essential part of the surfing lifestyle and modern sports engagement.

Organizations

• World Surf League
• WSL One Ocean
• WSL PURE Grantees
• YETI
• Lexus
• SHISEIDO
• Open Water
• Equinox Creative

Links

•   Website

Credits

John Suhar
VP, Environmental and Social Impact
World Surf League

Andrea Poveda
Manager, Environmental and Social Impact
World Surf League

Neha Datar
General Counsel
World Surf League

Tim Greenberg
Executive Vice President, Production & Branded Content
World Surf League

Rob Hammer
Vice President, Post Production
World Surf League

Stefani Chinn
Senior Vice President, Head of Global Marketing Communications
World Surf League

Cherie Cohen
Global Chief Revenue Officer
World Surf League

Rory Donahue
VP, Partner Marketing
World Surf League

Beth Tepper
VP, Strategic Partnerships
World Surf League

Chloe Kojima
VP, Global Communications
World Surf League

Ashley Wandishin
Director, Social Media
World Surf League

Mahalia Fisher
Manager, Social Media
World Surf League