805 Beer rides the wave with pro surfer Lakey Peterson in US Open-themed ad
An artful black-and-white ad charts Peterson’s rise from her humble California roots to her achievements on the global stage.
Today, Firestone Walker Brewing Company unveiled an exciting new advertisement for 805 Beer, California’s leading craft beer, in conjunction with their ongoing partnership with the US Open of Surfing. The annual event kicks off on August 3 in Huntington Beach, California.
The ad spotlights Lakey Peterson, a renowned surfer from Santa Barbara and a prominent figure in the World Surf League Championship Tour. The campaign, part of 805 Beer’s continuous collaboration with the World Surf League, highlights Peterson’s journey from her California roots to competing on the global stage. It underscores not just her exceptional talent but also the deep connection she feels with her home region, the 805.
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Peterson, affectionately known as “Lakey Surf Legend,” has achieved significant milestones in her career, including ranking #2 in the 2018 World Surf League Championship Tour and #6 on the ASP Women’s World Ranking. She made history in 2009 by performing the first-ever aerial maneuver in the NSSA women’s competition.
“Being from the 805 and the Central Coast, I’m proud to represent our community and everyone who supports my journey,” said Lakey Peterson, professional surfer and 805 Beer Authentico. “Sharing so many of the same values and passions for life, surfing, and creativity, my partnership with 805 Beer feels so natural. I’m excited about the work we’re doing to promote surfing and the California way of life.”
As part of the campaign, Peterson joins 805 Beer’s team of brand ambassadors, known as Authenticos, which includes other notable surfers such as Kirra Pinkerton and Nolan Rapoza. The partnership extends beyond traditional advertising, incorporating special event activations at the US Open of Surfing and featuring a podcast series hosted by pro surfer Conner Coffin. In this series, Peterson recently discussed her formative experiences and career highlights.
“Lakey is not just a world-renowned talent, but more importantly, she’s an incredible person who shares our values for supporting the cultures and pursuits that inspire us and our communities,” said Dustin Hinz, chief marketing officer of Firestone Walker Brewing Company, in a statement shared with The Drum. “Bringing her story to life during the largest surf event in California, the US Open, is the perfect way to celebrate our partnership with her and the World Surf League.”
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