“Purpose is the new profit” said legendary World Surfing Champion and best-selling author Shaun Tomson who is set to create a positive wave in Northeast Florida as he presents a series of speaking engagements from September 3-7, 2024. Shaun’s visit will coincide with the re-ignition of his iconic Instinct surfwear brand, at Surf Expo in Orlando, Florida, booth 646, now reimagined as the world’s first social purpose surfwear brand with a mission to inspire and unite people through the values of the Surfer’s Code.

Instinct was originally founded by Shaun Tomson in 1979 to target the core surfing market, focusing on the commonality of the everyday surfing experience. Today, as the global surfwear industry is dominated by private equity groups, disconnected from the core surfing customer and a purpose-driven mission, Instinct returns to the market with a new focus. 

“We are going to be doing it a little bit differently this time” said Shaun. My Surfer’s Code card is at the core of the inspiration for the Instinct re-ignition. It contains 12 lines, each beginning with “I will…” and represents the fundamental lessons that surfing has taught me about life – and written in the form of 12 commitments. 

In our divided and fractured world, Instinct is reborn to inspire, uplift and unite people through the values of surfing as outlined in the Surfer’s Code. My words and my Code helped me through some dark and despairing times, and I am hoping that millions in the surfer tribe write and share their own 12-line Code with their friends and family, and build a positive wave that breaks across the planet.” 

The brand’s mission is to build a positive wave of purpose around the world through people writing and sharing their own Codes—12 lines of power, each beginning with the words, “I will…”

“The return of Instinct is more than just a brand revival; it’s about igniting a movement embedded in the pursuit of a higher purpose,” said Tomson. “In a world of turbulence and disconnection, we hope Instinct will connect people together through surfing and empower individuals to make better choices.”

Shaun and his wife Carla will also be launching their non-profit, Think Twice Foundation with a mission of empowering people to make positive decisions through education and the use of the Code Method. 1% of all Instinct sales will go to the new nonprofit.

Instinct will be presenting a tight line of boardshorts, woven shirts, t-shirts, fleece and hats for an 11/1 instant Holiday 2024 delivery, and a 2/1 to 6/1 start for Spring/Summer 2025. Instinct plans to show product closer to the delivery window to give retailers the opportunity to gauge sales trends before putting in their orders. Having to book orders in May for a February start date makes life challenging and risky for independent surf shops, Instinct’s target market.

With their own printing, embroidery and distribution facility, Instinct is positioned to deliver printed and embroidered product quickly and efficiently.

Instinct’s focus will be on grass roots marketing and will be rolling out a series of personal empowerment sessions presented by Shaun Tomson along the East and West coasts, in collaboration with local surf shops and high schools. “I love the idea of giving back to the stores, students and the surf community. Since I lost our son to a poor choice I have devoted my life to inspiring individuals to make better decisions and lead more meaningful lives.” 

Currently, Shaun presents his Code Method program to large corporations, schools, universities, prisons and community groups across the world and believes that emotional interaction with people is key to creating a wave of positive change.

He was recently honored with a special resolution by the California State Legislature and the Honorable Laurie Davies, assembly person for California’s 74^th District, for his work inspiring, uplifting and empowering people across the world.

Shaun’s schedule in Florida includes:

September 3: Shaun will give a talk at Holy Trinity Episcopal Academy in Melbourne Beach, the first location where participants created artwork from their responses to The Code.

September 4: An Evening with Shaun Tomson and Peter Townend at the Florida Surf Film Festival: Shaun will present his Code keynote and, along with fellow former surfing world champion Peter Townend, will introduce Bustin’ Down the Door. Q&A to follow the screening.

September 6: Shaun will be a featured speaker at the Surf Expo at the Orlando Convention Center, where he will discuss the re-ignition of Instinct, the values of the Surfer’s Code, and the importance of preserving the heritage of surfing.

Shaun’s appearances are opportunities to inspire, uplift, and unite people through the enduring values of surfing. In a world that is increasingly digital and disconnected, the return of Instinct serves as a North Star of authenticity, emotional connection, and the unifying spirit of the surfing community.

About Instinct

Instinct is the world’s first social purpose surfwear brand with a mission to inspire and unite the world through the values of Surfer’s Code. Instinct aims to build a positive wave of hope and optimism around the world through people writing and sharing their Codes—12 lines of purpose, each beginning with the words, “I will…” To learn more about Instinct and Surfer’s Code, please visit http://www.instinctsurf.com.

About Shaun Tomson

Shaun Tomson is a World Surfing Champion, a best-selling author, entrepreneur, acclaimed motivational speaker, and celebrated environmentalist. Surfer Magazine called him one of the ten greatest surfers of all time. His *Surfer’s Code* is a set of principles that have guided him through life, both in and out of the water. Shaun continues to inspire surfers and non-surfers alike with his message of resilience, integrity, and the power of purpose.

September 3: Shaun will give a talk at Holy Trinity Episcopal Academy in Melbourne Beach, the first location where participants created artwork from their responses to The Code.

September 4: An Evening with Shaun Tomson and Peter Townend at the Florida Surf Film Festival: Shaun will present his Code keynote and, along with fellow former Surfing World Champion Peter Townend, will introduce Bustin’ Down the Door. Q&A to follow the screening.