ABSTRACT
Surfdome is one of the largest retailers of surf, skate and snow products in the world and has taken significant steps towards implementing sustainability. The chapter illustrates Surfdome’s sustainability model and explores how the company has created innovative internal processes that have led to a significant reduction in the use of their plastic packaging. The chapter identifies Surfdome as a sustainability transition agent through its ability to positively influence the sustainability activities of its affiliated brands. The combination of internal sustainability strategy, effective strategic partnership, communication and leadership has created a transition space towards sustainability in the surfing world. The chapter also presents results from a constructed survey designed to inform the sustainability transition within surfing by exploring surf brands’ perceptions of and engagement with sustainability-related issues.
