The document discusses how surfing culture has changed with increased popularity. It notes that surfing used to be a solitary, meditative experience but has become more competitive as more people participate, leading to conflicts over limited waves. It provides quotes from surfers discussing how the experience has shifted from self-challenge to competitiveness and how hierarchy has developed in surfing culture. The document also discusses how surfing provides multidimensional benefits to individuals, allowing them to find solutions to personal challenges, and provides quotes from surfers on different impacts the sport has had on their lives.

1. Surfing
Ahmed Abualrob

2. Insight
Statement
#1
The
increasing
popularity
to
go
surfing
is
shi8ing
the
surfer’s
experience
from
self-­‐
challenge
and
meditate
to
compe>>on
for
ge?ng
waves
and
that
is
leading
to
hierarchy
in
surfing
culture
and
making
it
an
aggressive
one.
Insight Statement #1
The increasing popularity to go surfing is shifting
the surfer’s experience from self-challenge and
meditation to competition for waves which is
leading to hierarchy in surfing culture and making
it an aggressive one.

3. Direct
quotes,
observa0ons,
and/or
or
images
that
support,
reinforce,
or
represent
the
statement.
“Totally
different
back
then,
there
was
nobody
doing
it
back
then
it
was
preAy
much
just
the
people
live
near
the
ocean,
now
everyone
does
it”
“
it
is
just
you
and
the
water
and
your
board,
it
is
really
like
meditate
and
peaceful
out
there”
“challenging
myself
to
the
waves”
“a
lot
what
it
used
to
feel
like
is
largely
over
shadowed
now
by
the
compe00veness
“
“99%
of
the
0me
there
is
no
enough
waves
and
people
are
angry
at
each
other”
“I
steal
waves
if
somebody
I
do
not
know,
if
I
feel
I
have
been
there
puGng
in
more
0me
than
they
have,
if
they
are
bad
surfers,
It
is
social
hierarchy
“
Direct quotes, observations, and/or or images that support,
reinforce, or represent the statement.
“Totally different back then, there was nobody doing it back then it was
pretty much just the people live near the ocean, now everyone does it”
“ it is just you and the water and your board, it is really like meditate and
peaceful out there”
“challenging myself to the waves”
“a lot what it used to feel like is largely over shadowed now by the
competitiveness “
“99% of the time there is no enough waves and people are angry at each
other”
“I steal waves if somebody I do not know, if I feel I have been there putting
in more time than they have, if they are bad surfers, It is social hierarchy “

4. Insight’s Link #1
http://youtu.be/A5sIaBT2bgA

5. Insight
Statement
#2
Surfing
is
mul3dimensional
sport
that
provides
different
set
of
tools
for
surfers
to
find
solu3on
and
answers
for
their
own
different
personal
challenges.
Insight Statement #2
Surfing is multidimensional sport that provides
different set of tools for surfers to find solution
and answers for their own different personal
challenges.

6. Direct quotes, observations, and/or or images that support,
reinforce, or represent the statement.
Dan: “It is like one of the only sports that you are moving on something
that moving”
Chirs: “I am photographer, it is very nice because you can see the colors, it
is inspiring for me”
Mick: “Just learning how to read people, emotional intelligent, it is kinda
like learning weather patterns learning how to read where people are”
Jibran: “I am 48, it feels like flying”
Dave: ” My wife will say why you do not go surf?, then I come back hey
what is going on, can I help cook, clean do what ever.”
I found out that surfers are the same in how they find different tools in
surfing experience to deal with their own different problems.

7. Insight’s Link #2
http://youtu.be/D_Uu7liBPFc

9. Name
3
co-­‐branding
opportuni3es
1-­‐
Canon
Camera
2-­‐
DC
universe
(superhero's
game)
3-­‐
Prana
4-­‐
Adidas
Thank you..