01 The Idea
OSEA and the World Surf League have more in common than other WSL corporate partners. OSEA is a clean skincare brand from Malibu, inspired by seaweed and certified organic formulas, with a loyal following among wellness and outdoor shoppers. The World Surf League is the premier organization in professional surfing, with a lifestyle audience above 80 million and conservation projects running alongside the competition. The pitch is to make OSEA the league’s first official skincare partner.
02 Why the Fit Works
The two brands have made public commitments to ocean health, so the partnership rests on common ground rather than a marketing angle. Both reach the same customer, the health-conscious, outdoorsy shopper who buys with intention and stays loyal to brands matching their values.
03 Why Now
The timing is unusually good. In September 2025, OSEA took a growth investment from General Atlantic to expand worldwide, so the capital for the move is already in place. The WSL has hired a global sales agency to build out the partner roster before the 2028 Los Angeles Olympics, so the league is actively looking for sponsors. Skincare is still an open category, and stays open in a market where shoppers increasingly choose natural ingredients and clean products account for most of the new growth in personal care.
04 The Campaign: Salt & Soul
The campaign, Salt & Soul, is built around the ocean ritual surrounding every surf, and runs in three moments:
- Protect. Pre-surf skin prep built on OSEA’s SPF and body oil.
- Perform. OSEA’s branding and athletes inside the competition.
- Restore. Post-surf recovery, the exact purpose of OSEA’s body collections.
The flagship activation is showcased at the US Open of Surfing in Huntington Beach, drawing roughly 500,000 fans over nine days. A Salt & Soul booth there puts the WSL on the biggest domestic stage in the sport and sets OSEA in front of thousands of new customers at the largest action sports festival in the world.
05 The Ask
The ask is specific: OSEA becomes the official skincare and SPF partner of the WSL in North America for three years, from 2027 through 2029, with the US Open as the flagship and Championship Tour stops added in the later years. The conservation credibility is already established before the campaign runs. OSEA has been a SeaTrees partner since 2022, and the WSL has run the One Ocean platform and held carbon neutral since 2018. The category is open and OSEA has the capital to expand.
