The Cross-Current: How Surf Culture Is Reshaping the Fairways of Golf
For years, surfing and golf seemed like they belonged to entirely different worlds.
Golf was about etiquette, structure, and country club tradition. Surfing was about freedom, rhythm, and an ever-changing ocean. One chased perfection in hushed precision. The other celebrated unpredictability and raw expression.
But lately, something new is forming - something unexpected and quietly transformative.
Surf culture is starting to influence the look, feel, and spirit of golf. And it’s not just happening on the margins. It’s showing up in brand partnerships, athlete crossovers, and the aesthetic of a new generation that sees no reason why the two can’t coexist.
This shift isn’t about gimmicks. It’s about values. Golf is searching for relevance with younger, more diverse audiences. And surfing, long a symbol of freedom and self-expression, offers a blueprint.
In recent years, the crossover has been most visible in sponsorships that once would have seemed unlikely. Professional surfer Kanoa Igarashi, known for his precision and polish on the waves, has picked up a sponsorship from pne of golf's elite - TaylorMade. Similarly, Sierra Kerr, one of surfing’s rising stars and the daughter of world tour veteran Josh Kerr, signed with Nike Golf back in 2023. These aren’t just photo ops. They signal a new kind of athlete - one who doesn’t draw hard lines between sports and lifestyles.
This cultural blending is even more apparent in the personal lives of elite athletes.
Kelly Slater, the 11-time world surfing champion, is just as committed on the golf course as he is in the water. He has spoken often about the focus and control that golf demands - an appealing contrast to the chaos of waves. Surfers like Julian Wilson also frequently share their time on the links, revealing a growing respect for golf as a kind of mental training - and inspiration for brand building (Outerknown: Slater, Rivvia Project: Wilson).
On the other side, golfers like Adam Scott and Rafa Cabrera Bello find time to surf whenever their schedules allow. For them, the ocean provides a kind of reset - a place to reconnect with movement, flow, and balance. It’s less about switching sports and more about staying grounded in nature.
These personal affinities are driving a broader cultural shift, one that’s being picked up and shaped by a new breed of brands. These companies are blending surf style with golf’s technical demands to create something entirely fresh.
Linksoul, co-founded by John Ashworth, was among the first to see this space clearly. Ashworth helped revolutionize golf apparel in the 80s and 90s by steering it away from synthetic stiffness toward relaxed, cotton-forward design. With Linksoul, he’s now weaving together golf, surf, and lifestyle into one cohesive story. The brand serves as both a reminder and an invitation - to slow down, play a few holes, and catch a wave if the swell is right.
True Linkswear, with its emphasis on walking golf and all-day wearability, designs shoes that feel just as natural on a trail as they do on the course. Their lightweight, breathable styles align with surf culture’s preference for movement and simplicity. They embrace their California birth with the True FS-01 line looking like a golf alternative to a Vans Authentic (or for those who remember Nike's defunct line Lunar Swingtips).
Palm Golf puts its vibe front and center with a palm tree logo and playful designs. Their gloves and accessories reject golf’s muted tones in favor of something brighter and more expressive. The recent collaboration in early 2025 with Reef only solidifies the trend.
Reyn Spooner, best known for its iconic Hawaiian shirts, has extended its reach into golf apparel. Their prints bring island color and a laid-back attitude to the fairway, challenging the standard idea of what golf attire should look like.
Electric Golf is still emerging in the golf space, but with its action-sports heritage brings an energy, youth, and a coastal-inspired edge that feels at home on the links.
This evolution isn’t just aesthetic. It’s emotional. For the modern golfer, especially the younger player, the game is becoming less about formality and more about freedom. They’re not looking to reject golf’s roots but to reconnect it with joy, nature, and individual style.
Surfing and golf may have started on opposite sides of the spectrum. But the distance between them is shrinking. And in the space where they meet, there’s a sense of something honest - something that feels like the future, something that looking back feels natural, especially for those who grew up in both worlds.
It did not come in loud. It was not forced. Its shifted its way, until one day - it's just become the norm.
