New partnerships with World Surf League, Street League Skateboarding and Pro Breaking Tour — built on
shared values and respect — embody the brand’s belief that ‘Open always wins’
SEOUL, Korea – March 27, 2024 – Samsung Electronics Co., Ltd., a Worldwide Olympic and Paralympic Partner,
today announced three new relationships that further the brand’s longstanding support for sport and its
deep-rooted value of openness. The collaboration will see Samsung work alongside the World Surf League
(WSL), Street League Skateboarding (SLS) and Pro Breaking Tour (PBT) to celebrate the sports of surfing,
skateboarding, and breaking – and their communities – on the Road to Paris 2024 and beyond.
As announced earlier this year, Samsung’s official theme for the Olympic and Paralympic Games Paris 2024,
‘Open always wins,’ articulates the brand’s belief that with an open mind, every new experience becomes a
meaningful achievement that opens up new perspectives and infinite possibilities. These three sports, each
built with shared values and respect, embody the spirit of ‘Open always wins,’ and Samsung is committed to
supporting their inspiring and close-knit communities.
“Surfing, skateboarding and breaking, though proudly unique, share a foundation,” said Stephanie Choi, EVP
& Head of Marketing of Mobile eXperience Business at Samsung Electronics. “Open mindset to try new things,
the determination to push the limits of what's possible, and a culture of inclusivity that embraces everyone
lie at the heart of each sport. These attributes are something we at Samsung are also passionate about, and
we are honored to support these three organizations and their athletes and recognize their communities –
not only as the countdown to Paris 2024 continues, but as they work to open their sports to the world every
day.”
Samsung will engage WSL, SLS and PBT athletes and fan bases at key events on the Road to the Games. These partnerships will come to life through a new collaborative initiative designed to spotlight the iconic figures
and subcultures of each community, as well as their unique stories, which will be unveiled in April.
“We are proud to partner with Samsung to showcase our incredible athletes and their journey to Paris 2024 – and Tahiti,” said Tim Greenberg, WSL EVP, Content Strategy and Production. “Together we will celebrate
surfing’s unique culture, communities, and athletes in this important and exciting year for the sport.”
“Our organization was founded with the aim to foster the popularity and acceptance of street skateboarding
worldwide,” said Matt Rodriguez, General Manager, SLS. “We live these values every day, and are so pleased
to partner with Samsung, a brand that focuses on openness and inclusivity at its core. Together, we’ll
strengthen our platform, support our community, and reinforce our shared belief in openness.”
“Over the past decade since our tour’s inception, we've witnessed an incredible evolution in our sport and
culture,” said Chris Wright, also known as “CrosOne”, founder of PBT. “Big shoutout to the b-boys and b-girls
who push the limits of creativity and self-expression every day. Now, we’re gearing up to make history with
our Olympic debut, and we’re excited that Samsung is on board to amplify this pivotal moment in our sport’s journey.”
Additional details on the community initiative and partnership activities will be shared in the coming weeks.