Mick Fanning Softboards

  • 2019

  • Product
    Sport and Lifestyle

Designed By:

  • Kurt Henson Product Design Development
  • Jack Bailey Initial Branding

Commissioned By:

The Surfboard Agency/Mick Fanning Softboards

Designed In:


Mick Fanning Softboards brand is a reflection of Mick Fanning’s personal brand. A product line designed to ensure Mick as an elite athlete can perform at a high level. MF Softboards provides an introduction to surfing for the next generation with an inclusive approach promoting community, health and wellbeing.

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  • The design brief was a blank slate, I was able to guide the branding/product development and marketing from conception through to mass production and global release. Product development was the initial challenge! Elite surfers traditionally steer clear of riding soft surfboards due to a lack of performance. Traditionally softboards are produced utilising rudimentary materials and construction techniques. Product branding was secondary and was a collaboration with Myself, Jack Bailey and Mick Fanning, the result is a brand that is clean and sophisticated whilst maintaining elements of fun and approachability that is marketed successfully in harmony with Mick Fanning’s personal brand.

  • Performance issues were successfully resolved by utilising construction techniques and materials that are reserved for cutting-edge high performance surfboards and blending these materials and techniques with traditional soft surfboard construction. Translated to mass production of a highly consumable entry level product that is designed with functionality and packaged in relatable branding has successfully been achieved. Through my personal design process that focuses on empathy for the consumer the MF Softboards product and branding work together harmoniously, the performance expectations of elite surfers such as Mick Fanning have been exceeded and a successful piece of sports equipment has been achieved.

  • Commercially the brand has been extremely well received by consumers globally. Sales have been very strong and in our first year of trade over 7000 boards have been shipped to all surfing regions around the world. The MF Softboards brand delivers a contemporary product that reaches a more divers audience than a traditional surfboard brand. The development of the MF Softboards product has resulted in a conduit many different consumers to enter the ocean and play without complexities and expectations of a high performance piece of sports equipment that enables the user to reach a very high level of performance.

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