Stab Magazine | Australian Grocery Chain Decides It’s Time To Start Sponsoring Surfers

Live Now: How Surfers Get Paid — The Queens of Ascension


Australian Grocery Chain Decides It’s Time To Start Sponsoring Surfers

The fresh food people back surf!

news // Jul 13, 2017
Words by stab
Reading Time: 2 minutes

The best things in life are free, but the things we need aren’t. Free rent? Not going to happen. Free education? Wishful thinking everywhere outside of the Nordics. Keeping the lights on? That’ll cost you. Even free parking is hard to come by these days. 

Free groceries would go a long way in most people’s books. But like everything else that’s of necessity is a pipe dream to snag gratis. That is, unless, your name is either Soli Bailey or Stephanie Gilmore, the two newest riders for Australian grocery super-chain Woolworths.

How many bags of groceries do you think Soli averages in a single store run? And does the trunk provide adequate space?

Some context: Earlier this week, Woolworth’s announced it’d be partnering with Surfing Australia’s junior surfing pathway. A partnership which includes the 10-event Woolworths “Surfer Groms Comp” presented by Wahu series, Surfing Australia’s six affiliated state branches of the Woolworths State Junior Surfing Titles, which runs 18 events nationally, and the Woolworths Australian Junior Surfing Team. All of which Steph and Soli will be leading the charge as the sole brand ambassadors of. 

“I have come through the development pathway that Woolworths is now supporting and to be still connected to it now as I move forward in my career is an honour,” Soli said in a Woolworths press release. “I look forward to sharing my experiences with the future stars of the sport.”

“Woolworths’ ongoing commitment will further boost our sport and will be instrumental in helping continue the growth of future talent as they learn about developing a healthy and balanced lifestyle,” Steph added in.

Speaking of untraditional sponsors, Stab would like to imagine Titleist reached out to Soli after his performance on the green during our recent wetsuit shoot with him.

Now, it isn’t entirely clear what being a Woolworths brand ambassador entails for Steph and Soli. But complimentary bodega goods are in the fine print. At least, one would hope a chain that takes an all but conservative approach with its marketing (remember the TV show grocery execs launched in 2013, Recipes To Riches? Hopefully not) would be kind and able enough to foot the said bill.

Don’t you love when non-surf business taps into our esoteric bubble? Will Woolworths’ fate follow the same ill-trajectory as Target? And what next, Mick Fanning rocking a Coles sticker on his DHDs? The IGA Pro Gold Coast? The speculation is endless.


Comments are a Stab Premium feature. Gotta join to talk shop.

Already a member? Sign In

Want to join? Sign Up


Most Recent

Full Frame: His & Hers Tow Tango Somewhere In Aus

Date night with Imogen and Cortney Brown.

May 27, 2024

Top Two Women Axed Early, Three Join The 9+ Club, Kelly Reveals Reptile-Inspired Baby Name

Hint: it rhymes with Slater and could eat you (or a zebra).

May 26, 2024

The Stab Interview: 5x CT Winner, Budding Entrepreneur, And Stab High Invitee Julian Wilson

If you never retire, you can't call it a comeback.

May 25, 2024

The Best Surfing I’ve Ever Seen: Lachlan Mckinnon

How often does a filmer pay for the surfer's plane ticket?

May 25, 2024

Hurley Can Now Legally Rent A Car

A quarter-century in the surf game is no small feat.

May 24, 2024

Airs On Trees: Bosiny Cracked The High-Performance Wood Surfboard Code 

Feat. Paulownia wood reinforced with Kevlar, these boards are as light as PU and loaded with spring. 

May 23, 2024

What’s In A Wedge?

Enjoyable water movement, explained by an expert.

May 23, 2024

Watch: Tosh Tudor In ‘Tube Therapy’

The 19-year old offers prescriptive insights into Desert Point karma, backside tube poise, and Off-The-Wall…

May 23, 2024

Swell’s En Route, Slater’s Involved, Here Comes Teahupo’o… 

A Tahiti Pro preview.

May 22, 2024

Can Medina Overcome His CT Drought In Tahiti?

Tahurai Henry offers his picks for the SHISEIDO Tahiti Pro

May 21, 2024

The 35 Best Song Pairings In Surf Films, As Ranked By Dane Reynolds, Taylor Steele & You

From Noa Deane and Courtney Love, to Andy Irons and Coldplay, to Creed McTaggart and…

May 20, 2024

Is This The Most Cost Efficient Way To Noticeably Improve Your Surfing In A Single Month?

All you can eat for $1500 AUD at URBNSURF Melbourne.

May 20, 2024

Watch And Learn: How To Score A Solo Sesh At 8-Foot Teahupo’o With Leonardo Fioravanti

Skip lunch and gorge.

May 19, 2024

Full Frame: The Story Behind The Photo You’ve Seen 1,000 Times

A viral ménage à trois in Bali.

May 18, 2024

Meet The Man Who Runs Kelly Slater’s Burgeoning Surf Empire

The Stab Interview with Dylan Slater. 

May 18, 2024

How Surfers Get Paid: Season 2, Episode 4

80+ interviews later, it's time to "send out the chicks".

May 17, 2024

How To Get To Stab High Japan

BYO ligaments. 

May 16, 2024

CT Earlybirds, Tahitian Warlords, And Aspirational Teenagers Divide Spoils From “11 out of 10” Teahupo’o Blob

Eimeo Czermak, Balaram Stack, Liam O'Brien, Cannon Carr, and Ryan Miller divulge tales from the…

May 16, 2024