Surfrider Foundation, MAKING WAVES, June 2003

This past spring, Bloomingdale's, the nation's premier retailer of fine clothing, home furnishings and accessories, teamed with Maxim, Blender and Details magazines to promote its "Next Wave" campaign, which features Rob Machado, Conan Hayes and a host of other pro surfers modeling surf-inspired clothes.

Robert Baily with American Hi-Fi

"Bloomingdale's contacted us and told us that they were doing a surf-oriented campaign for their "Next Wave" promotion, and that they wanted to tie in the Surfrider Foundation," says Matt McClain, Director of Marketing for the Surfrider Foundation. "With so many companies out there scrambling to cash in on surfing and surf culture, it's nice to see a few of them care enough about our beaches and coastal environments to actually give something back"

And give back they did. As part of the promotion, Bloomingdale's donated a portion of proceeds from their national "Denim Days" sales event to the Surfrider Foundation. Bloomingdale's also worked with the magazines to organize benefit concerts for the Surfrider Foundation in New York and Los Angeles. All told, Bloomingdale's and the magazines were able to raise over $30,000 for the Surfrider Foundation.

The Surfrider Foundation wishes to thank Bloomingdale's, Maxim, Blender, and Details magazines, as well as our performers; Gavin DeGraw, The Ben Taylor Band, American Hi-Fi, Unwritten Law and Lit for their generosity. Special thanks go out to Amy Newman, Diana Boric, Kevin Harter and the New York City and Jersey Shore Chapters for their hard work and support. - MW