Red Bull and Reinvention in Jacksonville Beach
When we talk about reinvention and thinking outside the box, one of the first brands that comes to my mind is Red Bull. Always creating different kinds of experiences, always pushing local talent forward. That’s why I didn’t hesitate to head over to Jacksonville Beach, up in North Florida, to see what this brand—so close to my heart—was bringing this time.
North Florida Beach Life
For those who know this area, the beaches in the north are much calmer than the ones in the south of the state. Here, the usual thing is to take a walk, enjoy the sunrise or sunset by the endless sea, sit down and take in the calmness of the water, or watch the big ships leaving from Mayport—a well-known spot thanks to its naval base and long fishing tradition. Or catch the Blue Angels show every July 4th: those famous U.S. Navy planes that do acrobatics in the sky and leave everyone breathless.
Surfing… for Everyone!
But this time, the excitement came straight from the shore. Red Bull organized a surf event… for non-surfers: the Red Bull Foam Wrecker. Yes, you read that right. It was an anti-surf contest where anyone could join and have a chance to win. The only rule? Have a great time.
Soft Foam Boards, Big Laughs
And instead of using the usual rigid traditional boards, participants hit the water on foam soft top boards, which brought even more fun and spontaneity to every single wave. The event followed a classic competition format: preliminary heats, semifinals, finals, and a winner — Eric Rheau, Jacksonville Beach born and raised. After his win, Eric answered four quick questions for E Weekly News:
How was your experience at the event??
“I’ve been surfing my whole entire life and I haven't surfed in a long time. So I figured Hey, why not join the contest today? " So, I’m not professional anymore, so I just did it for fun.”
What was the moment you enjoyed the most?
“Just hanging out with friends and everybody down here, just being part of it.”
What would you say to the next generation that would like to go into surfing?
“I would tell them to go for it 100%, because surfing is so much fun and it brings just good to your heart.”
How to deal with the fear of the sea?
“You just got to get out there and do it a bunch, and then it goes away.”
The event went down on October 26, 2024 — and now that it’s June 2025 and the new pier is finally open, we’re just waiting to see what Red Bull’s got planned next!
— Patty K.
Image: Red Bull.
