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ASB MAGAZINE: Electric has announced a new partnership with 2x current WSL World Champion, John John Florence. As a partner in the Electric business, John will be working with Electric on custom eyewear launching in 2018 and representing the brand worldwide while continuing to compete for his third WSL World Title.

“This is an exciting opportunity for me, I think it’s going to be a lot of fun. Sunglasses are a natural part
of my lifestyle and I have a lot of interest in design. I’m looking forward to partnering with Eric and the
rest of the team to design some new products and grow the Electric brand, ” said John John Florence, 2x WSL
World Champion Surfer and entrepreneur

“I am extremely excited and proud to have John as a partner in the business; working with me to drive
our product innovation even further towards our goal of being the world’s leading active lifestyle
eyewear brand. John spends most of his days on the beach or a boat, most always in the sun. His
lifestyle and values align perfectly with the Electric brand. He is constantly pushing himself and his
equipment to perform at the highest possible level without compromising his personal style. John
embodies our ethos of Style that Performs,”  said Eric Crane, Owner, CEO and Creative Director


As a lifelong fan of the sport of surfing, this new partnership between Electric and John John Florence
gets me fired up! John John Florence is the surf athlete I have always dreamed of working with at
Electric. We will expand our reach to new global audiences; allowing them to experience our product
for the first time through the eyes of their favorite surfer. John’s production company will also work with
us to develop content to support the launch of JJF signature products in 2018. This partnership will
bring new energy to our iconic surf program,” said Ian Foulke, Surf Marketing Director


About Electric
Founded in 2000 by second generation eyewear category leaders, Electric is a participant owned, global, premium eyewear brand rooted in Southern California’s rich music, art, surfing, skateboarding, snowboarding, outdoor sport, and customization culture. Electric designs and markets an extensive line of award winning sunglasses made in Italy of the highest quality, designed and tested in California’s rich natural resourced landscapes. Snow goggles, watches, bags, apparel and accessories support eyewear throughout the globe. For more information on Electric please visit:

About John Florence
John Florence, a resident of the famed North Shore of Oahu, honed his skills in powerful surf at a young age. While under the tutelage of his mother, Alex Florence, and his many professional surfing peers he became the youngest competitor ever to surf in the historic Triple Crown of Surfing. Just a decade later and he holds a number of surfing’s most prestigious global titles including three Triple Crown titles, the 2016 Eddie Aikau title, and the 2016 & 2017 WSL World Championships titles. For more information on John Florence, please visit: