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Sur鍖ng	
 	
 
Ahmed Abualrob
Insight	
 Statement	
 #1	
 
The	
 increasing	
 popularity	
 to	
 go	
 sur鍖ng	
 is	
 shi8ing	
 the	
 surfers	
 experience	
 from	
 self-足
challenge	
 and	
 meditate	
 to	
 compe>>on	
 for	
 ge?ng	
 waves	
 and	
 that	
 is	
 leading	
 to	
 
hierarchy	
 in	
 sur鍖ng	
 culture	
 and	
 making	
 it	
 an	
 aggressive	
 one.	
 	
 
	
 
Insight Statement #1
The increasing popularity to go sur鍖ng is shifting
the surfers experience from self-challenge and
meditation to competition for waves which is
leading to hierarchy in sur鍖ng culture and making
it an aggressive one.
Direct	
 quotes,	
 observa0ons,	
 and/or	
 or	
 images	
 that	
 support,	
 reinforce,	
 or	
 represent	
 the	
 
statement.	
 	
 
Totally	
 di鍖erent	
 back	
 then,	
 there	
 was	
 nobody	
 doing	
 it	
 back	
 then	
 it	
 was	
 preAy	
 much	
 just	
 the	
 
people	
 live	
 near	
 the	
 ocean,	
 now	
 everyone	
 does	
 it	
 
	
 
	
 it	
 is	
 just	
 you	
 and	
 the	
 water	
 and	
 your	
 board,	
 it	
 is	
 really	
 like	
 meditate	
 and	
 peaceful	
 out	
 there	
 
	
 
challenging	
 myself	
 to	
 the	
 waves	
 
	
 
a	
 lot	
 what	
 it	
 used	
 to	
 feel	
 like	
 is	
 largely	
 over	
 shadowed	
 now	
 by	
 the	
 compe00veness	
 	
 
	
 
99%	
 of	
 the	
 0me	
 there	
 is	
 no	
 enough	
 waves	
 and	
 people	
 are	
 angry	
 at	
 each	
 other	
 
	
 
I	
 steal	
 waves	
 if	
 somebody	
 I	
 do	
 not	
 know,	
 if	
 I	
 feel	
 I	
 have	
 been	
 there	
 puGng	
 in	
 	
 more	
 0me	
 
than	
 they	
 have,	
 if	
 they	
 are	
 bad	
 surfers,	
 It	
 is	
 social	
 hierarchy	
 	
 
	
 
	
 
	
 
	
 
	
 	
 
Direct quotes, observations, and/or or images that support,
reinforce, or represent the statement. 
Totally di鍖erent back then, there was nobody doing it back then it was
pretty much just the people live near the ocean, now everyone does it

 it is just you and the water and your board, it is really like meditate and
peaceful out there

challenging myself to the waves

a lot what it used to feel like is largely over shadowed now by the
competitiveness 

99% of the time there is no enough waves and people are angry at each
other

I steal waves if somebody I do not know, if I feel I have been there putting
in more time than they have, if they are bad surfers, It is social hierarchy
Insights Link #1
http://youtu.be/A5sIaBT2bgA
Insight	
 Statement	
 #2	
 
Sur鍖ng	
 is	
 mul3dimensional	
 sport	
 that	
 provides	
 di鍖erent	
 set	
 of	
 tools	
 for	
 surfers	
 to	
 鍖nd	
 
solu3on	
 and	
 answers	
 for	
 their	
 own	
 di鍖erent	
 personal	
 challenges.	
 
Insight Statement #2
Sur鍖ng is multidimensional sport that provides
di鍖erent set of tools for surfers to 鍖nd solution
and answers for their own di鍖erent personal
challenges.
Direct quotes, observations, and/or or images that support,
reinforce, or represent the statement. 
Dan: It is like one of the only sports that you are moving on something
that moving

Chirs: I am photographer, it is very nice because you can see the colors, it
is inspiring for me

Mick: Just learning how to read people, emotional intelligent, it is kinda
like learning weather patterns learning how to read where people are

Jibran: I am 48, it feels like 鍖ying

Dave:  My wife will say why you do not go surf?, then I come back hey
what is going on, can I help cook, clean do what ever.

I found out that surfers are the same in how they 鍖nd di鍖erent tools in
sur鍖ng experience to deal with their own di鍖erent problems.
Insights Link #2
http://youtu.be/D_Uu7liBPFc
Research
Name	
 3	
 co-足branding	
 opportuni3es	
 
1-足	
 Canon	
 Camera	
 
2-足	
 DC	
 universe	
 (superhero's	
 game)	
 
3-足	
 Prana	
 
4-足	
 Adidas	
 	
 
	
 	
 	
 
	
 
Thank you..

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Research

  • 1. Sur鍖ng Ahmed Abualrob
  • 2. Insight Statement #1 The increasing popularity to go sur鍖ng is shi8ing the surfers experience from self-足 challenge and meditate to compe>>on for ge?ng waves and that is leading to hierarchy in sur鍖ng culture and making it an aggressive one. Insight Statement #1 The increasing popularity to go sur鍖ng is shifting the surfers experience from self-challenge and meditation to competition for waves which is leading to hierarchy in sur鍖ng culture and making it an aggressive one.
  • 3. Direct quotes, observa0ons, and/or or images that support, reinforce, or represent the statement. Totally di鍖erent back then, there was nobody doing it back then it was preAy much just the people live near the ocean, now everyone does it it is just you and the water and your board, it is really like meditate and peaceful out there challenging myself to the waves a lot what it used to feel like is largely over shadowed now by the compe00veness 99% of the 0me there is no enough waves and people are angry at each other I steal waves if somebody I do not know, if I feel I have been there puGng in more 0me than they have, if they are bad surfers, It is social hierarchy Direct quotes, observations, and/or or images that support, reinforce, or represent the statement. Totally di鍖erent back then, there was nobody doing it back then it was pretty much just the people live near the ocean, now everyone does it it is just you and the water and your board, it is really like meditate and peaceful out there challenging myself to the waves a lot what it used to feel like is largely over shadowed now by the competitiveness 99% of the time there is no enough waves and people are angry at each other I steal waves if somebody I do not know, if I feel I have been there putting in more time than they have, if they are bad surfers, It is social hierarchy
  • 5. Insight Statement #2 Sur鍖ng is mul3dimensional sport that provides di鍖erent set of tools for surfers to 鍖nd solu3on and answers for their own di鍖erent personal challenges. Insight Statement #2 Sur鍖ng is multidimensional sport that provides di鍖erent set of tools for surfers to 鍖nd solution and answers for their own di鍖erent personal challenges.
  • 6. Direct quotes, observations, and/or or images that support, reinforce, or represent the statement. Dan: It is like one of the only sports that you are moving on something that moving Chirs: I am photographer, it is very nice because you can see the colors, it is inspiring for me Mick: Just learning how to read people, emotional intelligent, it is kinda like learning weather patterns learning how to read where people are Jibran: I am 48, it feels like 鍖ying Dave: My wife will say why you do not go surf?, then I come back hey what is going on, can I help cook, clean do what ever. I found out that surfers are the same in how they 鍖nd di鍖erent tools in sur鍖ng experience to deal with their own di鍖erent problems.
  • 9. Name 3 co-足branding opportuni3es 1-足 Canon Camera 2-足 DC universe (superhero's game) 3-足 Prana 4-足 Adidas Thank you..