Eli Olson, the North Shore, Oahu, surfing icon known for his Pipeline prowess, big-wave riding and jiu-jitsu skills, has signed a sponsorship deal with Australian outdoor apparel brand The Mad Hueys, ending a 13-year relationship with O’Neill.
The move, announced earlier this week, comes after a period of reflection for Olson, 33, sparked by a harrowing rescue at Pipeline last year. Olson saved fellow surfer Makai McNamara after a severe head injury, an experience that prompted him to reassess his priorities and the pressures he placed upon himself.
“I used to have so much pressure on myself to perform,” Olson explained in an interview. “I didn’t have a family name to fall back on or a bank account. I place a lot of pressure on myself, even from when I was super young. But then over the years, through water training… I started getting more hands-on with rescues. Makai’s was really bad. It was the first time I’ve actually done mouth-to-mouth and CPR. He was lifeless and purple.”
Olson described the rescue as an “eye-opening experience,” leading him to question the relentless pursuit of accolades like winning the Eddie Aikau big-wave contest or the Wave of the Winter award. “It sounds so cliché, but tomorrow really is never promised for anyone,” he said. “I still have huge goals, but I’m not going to let it steer the course of my happiness.”
The transition from O’Neill, a brand Olson had been with since 2013, was not initially planned. He stated he had been loyal to O’Neill for over a decade and hadn’t actively sought other sponsorships. The Mad Hueys reached out unexpectedly, and Olson initially assumed they were simply seeking local connections. However, the conversation quickly shifted to potential sponsorship opportunities just days before his contract with O’Neill was set to expire.
“I thought I’d be with O’Neill forever,” Olson said. “I’m an extremely loyal person.” He relayed the situation to Garth Tarlow, O’Neill’s marketing director, whom he described as a “father figure.” While O’Neill made an offer, it was ultimately outmatched by The Mad Hueys, both in terms of financial compensation and the length of the agreement.
A significant factor in Olson’s decision was a recent land purchase on Oahu. “I got a mortgage, bills to pay,” he explained. “I have to glance after myself.” He emphasized that the decision wasn’t solely about money, but about securing his future. Tarlow informed Olson that O’Neill was undergoing internal changes and was streamlining its team, making it difficult to match the offer from The Mad Hueys.
Olson also highlighted his long-standing relationship with surfboard shaper Darren Handley (DH), a partnership spanning at least 11 years. He credited Handley’s boards with elevating his surfing and enabling his success in competitions. He noted a recent collaboration between Handley and Third Stone Hawaii, a local surfboard manufacturer with which Olson has a personal connection, further solidifying his access to high-performance equipment.
The Mad Hueys, Olson said, represent a lifestyle that aligns with his own multifaceted interests, extending beyond surfing to include fishing and spearfishing. He described the brand as “authentic” and comprised of “real dudes” who prioritize enjoyment and camaraderie. He also referenced a shift in the surf culture, moving away from overly serious training regimens towards a more balanced approach.
Olson’s commitment to the North Shore community extends beyond rescues at Pipeline. He has a history of assisting visitors and fostering connections with surfers from around the world, believing that reciprocal hospitality is essential. He also continues to train in jiu-jitsu, finding the discipline therapeutic and appreciating the constant pursuit of improvement inherent in the martial art.
Olson recently completed stunt work for Apple TV’s “Chief of War” with Jason Momoa, an experience that resulted in multiple injuries, including a broken arm, concussion, and numerous stitches. Despite the physical toll, he returned to competition at the Vans Pipe Masters shortly after, competing with his arm taped up.
