The South Korean electronics giant, Samsung has announced a collaborative effort with the World Surf League (WSL), Street League Skateboarding (SLS), and Pro Breaking Tour (PBT).
This partnership aims to celebrate the dynamic communities and athletes behind surfing, skateboarding, and breaking, in the lead-up to the Paris Olympics 2024 and beyond.
Samsung’s commitment aligns with its theme for the upcoming Olympic Games, “Open Always Wins”. This philosophy emphasizes the transformative power of open-mindedness, where new experiences lead to personal growth and endless possibilities. The three chosen sports, each built on a foundation of shared values and respect, embody this spirit perfectly. Samsung is dedicated to supporting these passionate and close-knit communities.
Engagement with athletes and fans is a key element of the partnership. Samsung will actively participate in major events on the road to the Paris Games. Additionally, a collaborative initiative will be launched in April, specifically designed to spotlight the iconic figures and unique subcultures within each sport, along with their captivating stories.
Stephanie Choi, EVP & Head of Marketing of Mobile eXperience Business at Samsung Electronics, said, “Surfing, skateboarding and breaking, though proudly unique, share a foundation. Open mindset to try new things, the determination to push the limits of what’s possible and a culture of inclusivity that embraces everyone lie at the heart of each sport. These attributes are something we at Samsung are also passionate about, and we are honored to support these three organizations and their athletes and recognize their communities — not only as the countdown to Paris 2024 continues, but as they work to open their sports to the world every day.”
Tim Greenberg, WSL EVP, Content Strategy and Production, said, “We are proud to partner with Samsung to showcase our incredible athletes and their journey to Paris 2024 — and Tahiti. Together we will celebrate surfing’s unique culture, communities and athletes in this important and exciting year for the sport.”
Matt Rodriguez, General Manager, SLS, said, “Our organization was founded with the aim to foster the popularity and acceptance of street skateboarding worldwide. We live these values every day and are so pleased to partner with Samsung, a brand that focuses on openness and inclusivity at its core. Together, we’ll strengthen our platform, support our community and reinforce our shared belief in openness.”
Chris Wright, also known as “Cros One,” founder of PBT, said, “Over the past decade since our tour’s inception, we’ve witnessed an incredible evolution in our sport and culture. Big shoutout to the b-boys and b-girls who push the limits of creativity and self-expression every day. Now, we’re gearing up to make history with our Olympic debut, and we’re excited that Samsung is on board to amplify this pivotal moment in our sport’s journey.”
For over seven decades, Samsung has strived to make a positive global impact through its diverse businesses. Its product portfolio spans various sectors including TVs, smartphones, wearables, tablets, appliances, network systems, medical devices, semiconductors, and LED solutions. Through a combination of innovative products, talented employees, responsible business practices, and strong partnerships, Samsung continues to push boundaries and shape the future.
The World Surf League (WSL), established in 1976, serves as the global governing body for competitive surfing. The WSL leverages the inspirational power of surfing to create meaningful events, experiences, and stories. Its goal is to inspire a global community to embrace purpose, originality, and a love for the sport. The WSL maintains a global presence with headquarters in Santa Monica and regional offices strategically located around the world.
Street League Skateboarding (SLS), founded in 2010 by professional skateboarder Rob Dyrdek, has been instrumental in propelling street skateboarding onto the global stage. SLS transformed the sport from a collection of independent events into a renowned international series. It pioneered a unique qualification system and competition format, creating a clear path for amateur skaters to turn professional and establishing electrifying live events worldwide. The SLS Championship Tour is recognized as the pinnacle of professional street skateboarding competition, featuring world-class athletes battling it out on custom-built plazas in major cities.
Founded in 2014, the Pro Breaking Tour has established itself as a premier series for professional breaking competitions. Over its initial five years, the Tour has hosted nearly 200 breaking events with prize money, spanning the United States, Canada, and parts of Europe. Today, the Pro Breaking Tour boasts thousands of registered competitors and a two-tier event structure: the top-tier Champions Series and the Challenger Series.