The World’s Highest Paid Surfer Has A New Sticker

For John Florence, the first pavers in the road to title three haven’t been his smoothest to date. Yes, he’s literally stumbled out of the gates with a 25th placing and a sore ankle at Snapper.

One thing that remains untainted, however, is John Florence’s bottom line. No, it’s all gravy in that seven figure department. What has changed is the names on the lengthy list of contributors to the Florence Family Trust, financier of the global trotting JohnTourage collective.

You see, while we’ve had lenses on the ground shooting Bells warmups, one of our curious and keen-eyed filmmakers noticed something out of the ordinary. A sticker was missing from Mr Florence’s Pyzel, a competing logo in its place. 

After a little digging, John’s previous eyewear sponsor, Spy, has been absent from his board for about a year. Recently the bolt of Electric Eyewear has taken its place.

John wears The Bolt, Bells Beach Australia.

A switch-up of this calibre is hardly going to bump John’s needle but the upshot for the shade makers is significant.

Can you imagine the marketing buzz, decks prepped in Indesign, brainstorming the precise silhouette of the 2019 John Florence signature frame? The influence of sailing, the bespoke polarised lenses that wrap his face for extended periods on the Pacific, the mirrored reflection to resist those eyes that see the potential new lines to draw on big waves like no other?

“This is an exciting opportunity for me, I think it’s going to be a lot of fun. Sunglasses are a natural part of my lifestyle and I have a lot of interest in design. I’m looking forward to partnering with Eric and the rest of the team to design some new products and grow the Electric brand.” John Florence on the announcement of his new sponsorship. 

What we hope for with John and Electric release is a modern icon on design. Something bold that matches his 48-foot Gunboat, something that captures the zeitgeist, something that will be photographed today and remembered for decades to come. No wrap around, no iridescent lens but something classy that draws just a little post-apocalyptic steampunk influence…