Gabriel Medina wanted a logo that would inspire people to “remember me, what I’ve done, who I am, the athlete I am.” Image: IMX
Gabriel Medina’s recent split from Rip Curl after 17 years sent shockwaves through the surfing world. One of the longest and most iconic partnerships in modern surf history came to an abrupt end — and immediately sparked the inevitable question: what comes next?
The breakup between Medina and Rip Curl ignited a flurry of speculation about his future. Could he be following in the footsteps of surfing legends like Kelly Slater, who founded Outerknown, or John John Florence, who launched Florence Marine X? These successful athletes have crafted personal brands that reflect their identities and philosophies, and Medina’s recent transition might suggest he’s ready to embark on a similar journey.
Yet, what many don’t realize is that this isn’t an entirely new idea for Medina. In fact, he had already begun exploring the concept of a personal brand back in 2013, long before he claimed any world titles.
Medina took the first steps in branding himself by launching a personal logo, not necessarily intending it to become a commercial enterprise, but rather as a symbol of his identity as an athlete. “I’m a big fan of Michael Jordan and Ayrton Senna. When I saw Senna’s ‘S,’ I immediately thought of him,” he explained during the logo’s launch event. “When I saw the Jumpman logo, I knew right away it was Jordan. That’s what I want — for people to see my logo and remember me, what I’ve done, who I am, the athlete I am.”
The logo was crafted by renowned Brazilian advertising executive and surfer Marcello Serpa, integrating elements that resonate with surf culture. Serpa incorporated Medina’s initials along with imagery reminiscent of surfboards and waves. “The logo is very simple. I tried to incorporate his initials, and as I sketched, I ended up with the wave, the boards. It’s kind of an organic brand; it should be adaptable to different colors and designs,” Serpa remarked, emphasizing its dynamic nature.
Gabriel Medina had a logo. Could it come back? Photo: IMX
The initial vision included placing the logo on Medina’s surfboards, Jet Skis, headphones, and clothing, with ambitions for a broader range of licensed products and even an e-commerce platform. However, as his competitive career soared, this personal branding initiative gradually fell into limbo.
Now, in the wake of his split from Rip Curl, revisiting that logo could feel less like a relic and more like an opportunity waiting to be seized. The logo had been created during a time when Medina was still striving for his first world title, setting out to establish his identity in a competitive space. Fast forward to today, and he stands as a three-time world champion and an Olympic medalist, recognized globally both as an athlete and a brand.
Medina’s journey has extended beyond surfing in recent years. He has launched Medininha, a children’s product line, and made investments in various projects, such as Beyond The Club, a wave pool complex in São Paulo. These ventures illustrate his entrepreneurial spirit and adaptability beyond the competitive surfing realm.
While the thought of integrating his logo with an existing venture may be complex, it remains a tantalizing possibility as discussions of his future unfold. Medina’s original logo morphs from a symbol of potential into a relevant representation of who he has become — an athlete with a well-established competitive legacy and personal brand.
With stronger recognition and a more established identity, the notion of resurrecting his early logo could transition from nostalgic remembrance to a timely exploration. Whether this means launching a new line of products or simply reintroducing the logo to symbolize his journey could open new avenues for Medina and his connection with fans.