Oneill Brandbook 2013

I t ’s ou r brand and we wrot e a book abou t it

San Francisco, 1952 - You had to be hard core to surf the icey waters of Northern California in the 50’s. But for Jack O’Neill, the shear joy of riding a few waves far outweighed the punishment of the cold.

His love for the ocean left him wanting more. This simple notion lead Jack to develop the first WETSUIT, open the garage doors of the first SURF SHOP, invent BOOTIES, and later introduce his son’s new idea, the LEG ROPE.

WHY?

“I JUST WANTED TO SURF LONGER” - JACK O’NEILL

We have always been in it for the love of it. We think that every ride, trip, adventure or innovation is amazing. And we can never get enough.

We keep searching for new ways of doing things. We are both the scientist and the lab rat. We are the pioneers but

we keep taking it further (we still have more patents than all the other surf companies combined). And whether we’re inventing some psycho technology, or scheming up a new trick, we are just opening up the world for everyone to join in.

SO, WHY ARE WE HERE?

C ONTENT OUR VISION OUR VALUES O U R AU D I E N C E OUR ATHLE TES OUR AMBASSADORS OUR EVENTS OUR PRODUCTS OUR POSITIONING

INTRO

V ISION VA L U E S AU D I E N C E AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S P O S I T I O N I N G

OUR V I S I ON

INTRO

V ISION

Our vision is to be the most Authentic, Progressive and Distinctive brand in the worlds of surf and snow.

VA L U E S AU D I E N C E AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S P O S I T I O N I N G

OUR V I S I ON

INTRO V I S I O N

VA L UES AU D I E N C E AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S P O S I T I O N I N G

OUR V A L UES

AU D I E N C E AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S P O S I T I O N I N G

AUTHENTICITY PROGRESSION Dedication Unconventional SPIRIT JOY

INTRO V I S I O N

OUR V A L UES

VA L UES

INTRO V I S I O N

VA L UES AU D I E N C E AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S P O S I T I O N I N G

TICITY AUT H EN

we are the original, the inventor of the wetsuit and the industry pioneer.

INTRO V I S I O N

VA L UES AU D I E N C E AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S P O S I T I O N I N G

G RESS I ON P RO

we move forward. we strive to improve.

INTRO V I S I O N

VA L UES AU D I E N C E AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S P O S I T I O N I N G

T I ON DED I C A

we PUT WHOLE HEARTED DEVOTION INTO WHAT WE DO.

INTRO V I S I O N

VA L UES

s pi r i t uncon ventional

WE CARVE OUR OWN PATH. WE LET OTHERS DO THE FOLLOWING.

AU D I E N C E AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S P O S I T I O N I N G

INTRO V I S I O N

AU D I E N C E AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S P O S I T I O N I N G

we are in it for the love of it.

JOY

VA L UES

INTRO V I S I O N VA L U E S

AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S P O S I T I O N I N G

OUR AUD I EN C E

AUDIENCE

WHAT DO WE CALL THEM?

AUDIENCE AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S P O S I T I O N I N G

Our audience is 18-25 year olds with an active streak in mind and body. They are a mix of core and casual. They are guys and girls. They are physically adventurous. They are mentally curious. They will change the world.

INTRO V I S I O N VA L U E S

OUR AUD I EN C E

INTRO V I S I O N VA L U E S

AUDIENCE AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S P O S I T I O N I N G

THE P RO G RES S I V ES

INTRO V I S I O N VA L U E S AU D I E N C E

A M BAS S A D O R S E V E N T S P R O D U C T S P O S I T I O N I N G

OUR AT H L ETES

ATH L E TES

INTRO V I S I O N VA L U E S AU D I E N C E

Our athletes embody the spirit of O’Neill and inspire the world with their riding. Just like us, they’re moved by the desire to go their own way and push things further.

A M BAS S A D O R S E V E N T S P R O D U C T S P O S I T I O N I N G

OUR a t hl e t e s

ATH L E TES

INTRO V I S I O N VA L U E S AU D I E N C E AT H L E T E S

A M BASSA DOR S

EVENTS PRODUCTS POSITIONING

OUR A M BASSA DORS

Our ambassadors come from the worlds of music, art and entertainment. While they may be better known for something else, they share a passion for our sports.

INTRO V I S I O N VA L U E S AU D I E N C E AT H L E T E S

OUR a M BASSADORS

A M BASSA DOR S

EVENTS PRODUCTS POSITIONING

INTRO V I S I O N VA L U E S AU D I E N C E AT H L E T E S A M BAS S A D O R S

EV ENTS PRODUCTS POSITIONING

OUR E V ENTS

Our events create unique opportunities to experience the world of O’Neill and give athletes new ways to amaze the world by doing what they love to do.

INTRO V I S I O N VA L U E S AU D I E N C E AT H L E T E S A M BAS S A D O R S

OUR E V ENTS

EV ENTS PRODUCTS POSITIONING

INTRO V I S I O N VA L U E S AU D I E N C E AT H L E T E S A M BAS S A D O R S E V E N T S

PR ODUCTS

OUR P RODU C TS

POSITIONING

INTRO V I S I O N VA L U E S AU D I E N C E AT H L E T E S A M BAS S A D O R S E V E N T S

PR ODUCTS POSITIONING

OUR P RODU C TS

Our products come from our pursuit of innovative technology and our passion for riding. They may have crazy names, but they always mean business.

They enable you to do more of what you love.

INTRO V I S I O N VA L U E S AU D I E N C E AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S

OUR P OS I T I O NING

POSITIONING

INTRO V I S I O N VA L U E S AU D I E N C E AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S

WE MAKE THE WORLD RIDE MORE.

POSITIONING

WE MAKE THE WORLD RIDE MORE BECAUSE JACK DID Over 60 years ago, Jack O’Neill invented the wetsuit, and gave birth to an industry out of a San Francisco highway garage – just because he wanted to surf longer.

Today, the same spirit still drives everything O’Neill does.

We just want to do more of what we love, and we want to enable as many people as possible to do the same.

We’re here for the same reason we’ve always been here: to enable the world to ride more.

INTRO V I S I O N VA L U E S AU D I E N C E AT H L E T E S A M BAS S A D O R S E V E N T S P R O D U C T S

OUR P OS I T I ON I N G

POSITIONING