Back in the early 2000's, when I was the Editorial Director for the surf mag, it was really obvious the mag needed to get back to the roots of surfing. Reflect what Kiwi surfers do in their time off, what they daydream about doing. No prizes for guessing; it was, it still is and will always be road tripping, going on surf adventures with your mates.
I created the Primo Roady regular feature, we got Primo Milk on board as the naming sponsor. Well, the bloody thing took off, readers loved it, it became a corner stone feature of every issue. The idea was always to keep it pretty loose, but at the very least be a genuine Roady. We'd get letters and emails with readers' own Primo Roadys. I'd have readers come up asking if we were on the Primo Roady. We had made a hit.
The relationship with Primo lasted nearly a decade, that's a staggeringly long champaign in the fickle world of marketing. Somewhere along the way the feature got corrupted and barely paid lip service to the concept of a real deal roady, brands put the pressure on for their team riders to be on board. Highly orchestrated team photoshoots were presented as Roadys. I loathe it, each has their place, but I don't think there's a need to dress one as the other. The readers know, they aren't stupid.
This Saturday one of my best mates gets married, Luke Darby and I have been mates since 1993. We actually met through working for the surf mag, he was our graphic designer. Oh don't worry, I've warned poor Jane, but she's determined to make the mistake anyway. I'm going to be a groomsman, I'm deeply honoured, actually even typing that out I'm grinning with happiness for the couple.
What did Luke want for his Stag weekend? Get f@cked up and dragged through Auckland's seedier strip bars wearing a kids superman costume ...YESSSSS!!!!
No. We are all over that crap. Been there, done that , and it was great at the time. We are wiser now [yep older ], Luke just wanted to go on a Primo Roady with his groomsmen. Get good waves, enjoy camp vibes; surf, eat, surf, drink, eat, sleep repeat... so that's what we did.