Reviving a commoditized surf product by balancing technology with emotion

Scope of work:
  • Brand Strategy

  • Brand Story

  • Brand Identity

  • Website Design

  • Website Development

“BLVR developed the Futures website and online shopping channel and provided great insight to drive our marketing efforts. We found the BLVR team to be pleasant to work with, competent, and focused on delivering projects on time. The most recent success of the BLVR team involved a Cyber Monday campaign which resulted in a 50X increase in online revenues for the day. We’re happy to have BLVR on our team.”

—Alex Marinescu, Futures Fins


Futures is the leader in performance surfboard fins, an essential piece of equipment, but they were widely viewed as a dated manufacturer of commodity products. Even the people closest to the sport — surfers, shapers, and retail staff — didn’t understand just how important fins were to performance.


Through consumer focus groups, we discovered that fins were not just a highly functional part of surfing; they were absolutely essential. Done well, a fin becomes the driver of your board, a precursor for your performance, and an indispensable part of the thrill that is surfing.


We built a new brand story that coupled the heady emotions of surfing with the engineering prowess of the Futures fins. We also worked with the client to create and communicate a Ride-Number-System. This disruptive technology story set Futures apart in the category and delivered a simple way for audiences to connect with their groundbreaking technology. We modernized the brand so it had a fresh appearance that matched the new-generation technology being introduced. Finally, we built and optimized a new B2C eCommerce platform that allowed Futures to take better control of the user experience and create a seamless digital path to purchase.


–   50X increase in online revenue

–   55% increase in conversion rate

–   10% increase in average order value

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