Torquay surf brand since 1969 with The Search as one of surfing's most iconic campaigns, uniquely combining GPS surf wearables with apparel in a DTC ecosystem.
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See all ads on AdLibrary →Rip Curl is a Torquay surf brand founded in 1969 by Doug Warbrick and Brian Singer, now owned by Kathmandu Holdings. Famous for The Search brand platform and the Search GPS surf watch — a wearable that tracks wave count and surf statistics — Rip Curl uniquely blends hardware and apparel marketing in a single DTC surf ecosystem. Also searched as Rip.
Rip Curl's advertising is defined by The Search — a decades-long brand platform built around the idea of finding the perfect wave. This gives the brand an emotional through-line that product campaigns can plug into. The Search GPS watch extends the brand into hardware, allowing dual-product advertising that serves both surf enthusiasts and tech-forward gift buyers. See their campaigns at Ad Library.
Instagram features surf action content from Rip Curl's global team of athlete ambassadors, generating aspirational brand content. Facebook supports performance campaigns for the DTC store, targeting surf enthusiasts and gift buyers for the Search GPS watch. YouTube serves long-form surf film content that builds brand depth with core consumers.
'The Search' is the master copy platform — applied to both brand campaigns and product launches. Wetsuit ads emphasise technical performance ('warmest, most flexible wetsuit on earth'). GPS watch ads bridge sport and technology: 'count your waves, track your sessions, find your search'.
Rip Curl shows the power of a long-running brand platform. The Search has been active for decades, giving every campaign instant context and emotional resonance with surf consumers. The hardware extension (GPS watch) also demonstrates how a brand with strong cultural credibility can successfully enter adjacent product categories that would be inaccessible to a less authentic competitor.
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