The Inertia Founder
The Hurley Surf Team: John John Florence, Julian Wilson, Kolohe Andino, Carissa Moore, Evan Geiselman, Laura Enever, Conner Coffin, Lakey Peterson, and Miguel Pupo. Where's Simpo?

The Hurley Surf Team. Minus a few familiar faces.

The Inertia

Front and center at the Agenda Trade Show in Long Beach, California stands a portrait of John John Florence – his face emblazoned upon a wall of Hurley. Hurley ambassadors excitedly distribute a one-sheet entitled, “The Game Has Changed.”

On that piece of paper, John John Florence’s countenance takes the top bill – flanked in flying V formation by Julian Wilson, Kolohe Andino, and the rest of the now-Hurley Surf Team. John John’s sweatshirt hood actually covers about a third of both Mr. Wilson’s and Mr. Andino’s face. If nothing else, a bold land-grab for a sweatshirt – one that should get the competitive spirit churning.

John John Florence had previously been sponsored by O’Neill since the age of six, and last week he released a pretty mind-blowing web clip entitled Departure Delayed.

The specifics of the deal have not yet been released, but an official announcement is expected on Monday.