In a story that redefines proactive sponsorship pursuit, Brazilian surfing sensation Ítalo Ferreira revealed a remarkably direct approach to securing a deal with Nike: a $20,000 shopping spree. The 2019 world champion detailed the unconventional tactic on the Let’s Surf Podcast, explaining how he strategically invested in Nike apparel and gear to attract the brand’s attention after becoming a free agent.
“Let’s talk about Nike, they’re one of the biggest brands in the world, right?” Ferreira said, visibly enthusiastic. “When I lost Billabong (in 2023) I was injured and I knew it wasn’t going to be a clear switch to another big sponsor, I didn’t have much value… One day I was in Rio de Janeiro and walked by the Nike store and saw some cool gear and I had a vision, like, ‘I wonder if I can get their attention.’ So I went in and dropped $20k and walked out with a bunch of bags…” He then leveraged the visual impact of being fully outfitted in Nike, posting images on social media.
The gamble paid off. Nike representatives contacted Ferreira shortly after, initiating discussions that culminated in a formal sponsorship agreement. “They then hit me in the DMs and asked about me not having a clothing sponsor and were like, ‘Well, we’re here. We should talk.’ So we kept talking and I got in touch with the head of Nike Brasil, he’s become such a huge partner and friend, and we were able to make an incredible partnership.”
The partnership marks Nike’s significant return to surfing, a sport it previously engaged with through its “6.0” action sports label, sponsoring athletes like Kolohe Andino, Carissa Moore, and Julian Wilson before scaling back its involvement in 2012. Those athletes were subsequently rolled over to Hurley, which was later sold to Bluestar Alliance in 2019. This new venture with Ferreira, and separately with young talent Sierra Kerr (who also adopted a similar strategy at the 2024 World Junior Championships), signals a renewed commitment to the sport.
Ferreira’s situation highlights a growing challenge for top-tier surfers: finding sponsorship that adequately reflects their market value. As surfing’s first Olympic champion and a consistently high-performing competitor on the Championship Tour, Ferreira possesses considerable appeal. However, the financial realities of the sport often mean that endemic surf brands struggle to afford the endorsement fees demanded by athletes of his stature. “Being on tour is very expensive, you travel around the world and you have a crew,” Ferreira explained. “I have my trainer, photographer, filmer, and then everything needs to be edited too, it all adds up, you know? Thank God, I have these brands (points to his board) that all support me and make it possible.”
The Brazilian surfer’s sponsorship portfolio now extends beyond traditional surf brands, encompassing partnerships with Ford, Red Bull, Vivo (a Brazilian telecommunications company), Riachuelo, and Agua Coco, among others. This diversification reflects a broader trend within the sport, where athletes are increasingly reliant on non-endemic sponsors to fund their careers. Ferreira acknowledges this shift, stating, “Look at my surfboard, you have to adapt.”
He further elaborated on the value exchange, emphasizing the promotional benefits sponsors receive in return for their investment. “The exchange, for the representation on my board, I believe is something that I do well—I work hard to get them all types of content that they can then use for their promotion and financial reimbursement. It’s all about the financial return.”
Nike’s return to surfing isn’t solely focused on Ferreira. In 2023, Sierra Kerr announced a partnership with Nike Golf, and was subsequently seen sporting the Nike logo on her surfboard. This dual-sport sponsorship strategy suggests a broader, long-term vision for the brand’s involvement in action sports. While the full scope of Nike’s surfing program remains to be seen, the initial signs point to a significant and potentially transformative presence in the sport.
The Ferreira-Nike deal, born from a bold $20,000 investment and a savvy understanding of brand engagement, represents a new paradigm for athlete-sponsor relationships in surfing. It’s a testament to Ferreira’s entrepreneurial spirit and a clear signal that, in the modern era of professional surfing, athletes are increasingly taking the initiative to forge their own paths to success.
