Coco Ho and the Rise of Influencer Marketing in Surfing

The surf world, in this day and age, is an ever-changing, often-confusing, chameleonic milieu of experimentation, evolution, and innovation. For example, a few recent developments in surfing include the Olympics, the rise of wave pools and, perhaps, a product of the latter two, an increase in eyes (and money) from non-traditional surf brands.

Surfers, these days, aren’t necessarily attached to the hip to traditional surf brands. On one hand, many surfers are starting their own brands (Kelly Slater and Outerknown, Dane Reynolds and Former, John John Florence and Florence, et al); on the other, non-endemic brands are seeing the value in surfers as product marketers (or social media influencers), and capitalizing upon that easy, breezy, bronzed and beautiful, white sand pi?a colada lifestyle.

From a surfers’ perspective, why not? Everyone’s gotta get paid, right?

That includes surfers like Coco Ho – stylish regular-footer, progressive female aerialist and charger, Hawaiian surf royalty, bubbly, photogenic, strong social media following. And for Coco, all those facets that simply make her who she is, also attract those non-traditional surf brands. Like Dove. The shampoo and skincare company. The one probably in your shower right now.

So, with the Dove partnership as the impetus, we caught up with Coco. And we did talk about the strange new world of surfers doing influencer marketing; but we also talked much more.

SURFER: Hey Coco! Where are you in the world right now?

Coco: On a plane to Australia right now and then onto Indonesia!

What’s your surfing life been looking like lately? Trips, hanging at home, a little of both?

Perfect mix of both. I don’t mean to be home in July, but I have been the last two years and it’s been a great reset. Go big the beginning of Summer – little break – then go big the rest of Summer. That way I'm still psyched and get chores done at home without many distractions.

You’ve paved a pretty unique path through your surfing career. Not a traditional route. What drew you away from chasing the Tour, and into what you’re doing today?

I did 11 years on tour and was honestly just losing the fire. It happens to a lot of people and everyone at different times but for me I was so exhausted mentally and physically, and as soon as I stopped competing, I had all this newfound love and energy for traveling and getting better at surfing.

Obviously, your family is a huge part of your surfing life. As a big brother, does Mason give you waves when you’re surfing together, or does he act like a typical big brother?

Typical big brother...he’s so funny. If it’s a wave of consequence like Backdoor, or one of his tricky little slabs, he’ll be super protective and give me the right wave. But if we’re surfing Rockies, V-Land, or Vals it’s kind of like comp…get your own. Haha!

What about your dad…what’s it like seeing him STILL charging at his age?

It’s so inspiring seeing my dad set the standard for surfing in your 60s. He doesn’t even know he’s doing it; he just loves surfing so much and can’t help himself. He told us at 58 he’d stop surfing Pipe when he hit 60, but he just turned 67 this year and is still going strong haha.

Related: Coco Ho's New Board Brand is Giving Female Surfers More Options

And now you’ve got your own surfboard brand. How did that come about?

It all started from the Stab Electric Acid. Matt Parker’s "Album" board was my winner and we just kept in touch. I got a couple boards here and there, as he watched my evolution on the boards unfold it just proved that a lot of girls might be on the wrong dimension alternative boards because there wasn't any in the market unless you were expert and ordered them custom.

What was lacking in the surfboard industry when it came to female-specific boards?

Dimensions for one. Which is huge, haha. A lot of stock fishes are quite wide and tailored for a heavier, big footed guy. So, we started there with more pulled in dimensions then Matt worked on some specific fin placement and foam distribution. Now, I can confidently recommend our boards to so many girls. It's magic to see people ride them for the first time!

Then, you’re obviously a marketable surfer, since so many non-endemic brands seek out partnerships with you. Is that weird, or cool, to be repping non-traditional surf brands?

It’s cool to rep non-traditional surf brands as it brings surfing to the big stage. Not only does it shed light on surfing and our lifestyle, but it allows us to be marketed next to other major athletes and influencers that we may have never crossed paths within this life; it’s quite special.

For example, Dove. I could be wrong, but you might be the first surfer to partner with them. What’s that been like?

Yeah, that’s huge! Partnering with Dove has been an honor as they are such a staple beauty brand with a mission to make beauty accessible to all. I joined the brand in Puerto Rico to help host the Dove Bond Strength launch experience with beauty editors from New York City. I helped them learn surfing basics before experiencing the new Dove haircare collection for themselves. I really enjoyed being able to answer all their questions about surfing and how Dove’s new hair mask fits so well into my self-care routine.

Obviously, as surfers, we’re always in the sun and the salt. That takes its toll. What’s your skin and haircare routine to keep everything healthy?

Lots of moisture! I often find myself on surf trips, after a huge day of surfing, lathering myself in lotion, face and hair masks. The sun and saltwater can beat you up! Earlier this year, I started incorporating the new Dove Bond Strength 10-in-1 Serum Mask into my weekly routine. It’s been so easy to use and only takes one minute to repair 10 signs of hair damage, like the hair dryness I experience after being in the ocean all day.

What’s next for you? More partnerships? More surprise contest appearances like at the JBay Classic? More trips? Or just hanging around home?

There are some specialty events on my agenda! Two exciting ones I'm looking forward to in France and Waco, Texas.

Related: These Women Are Reshaping the Surfboard Industry