Rip Curl’s new CEO has his eyes on the horizon

“I’ve just always loved The Search philosophy – it resonates with all surfers,” Ashley says. “The anticipation of walking over a sand dune and staring at sets on the horizon. That feeling of freedom and joy in paddling out.”

The Search is Rip Curl’s compass – a commitment to exploration, adventure and the quest for the perfect wave. It’s what fuels the brand’s products, partnerships and purpose.

Ashley was appointed Rip Curl CEO in March 2025, bringing two decades of experience with Nike, most recently as Vice President and General Manager of Nike Pacific, where he led one of the brand’s fastest-growing regions and a billion-dollar business.

He takes the reins from Brooke Farris, who spent 14 years at Rip Curl and served as CEO for three. Rip Curl’s recent achievements include headlining The Eddie Big Wave Invitational and re-signing the world’s greatest woman surfer, Stephanie Gilmore, on an eight-year deal.

Grounded in surf culture

Ashley, who grew up surfing Victoria’s coastline from the Surf Coast to the Mornington Peninsula, calls his new role a “career-defining moment”. Coming from a global powerhouse in sport and innovation, how will that shape Ashley’s leadership at Rip Curl?

“Leading starts with a simple formula. Always have the athlete at the centre of our decision making. Obsess athletes’ insights to create innovative and iconic products to meet their needs. And elevate these products through rich and immersive storytelling.”

It’s a formula forged in elite sport – and one that feels right at home in a wetsuit as much as a sneaker.

Focused on the future

While Rip Curl’s global strategy matters, staying close to its roots is also non-negotiable. For Ashley, that means time in the water.

“Surfing with my kids and surfing with friends – that’s what keeps me connected,” he says. “A recent highlight was a boat trip to the Maldives to celebrate a great friend’s birthday – 10 days with 10 mates, cruising around the atolls on our own search of the best waves. It was just paradise.”

From Victoria’s coastlines to international line-ups, Ashley Reade is ready to lead the next chapter of Rip Curl’s journey. He’s standing on the dune, eyes on the horizon, feet in the sand.