Hydro Flask, now a Helen of Troy Ltd. company, formed a multi-year partnership with the World Surf League (WSL). The brand has signed on as the official water bottle and drinkware sponsor of the WSL Championship Tour (CT) and Big Wave Awards in North America.

Through the partnership, Hydro Flask products will be used at every CT event in North America, at the prestigious Hawaiian Pro and the Vans World Cup of Surfing. Additionally, the WSL and Hydro Flask will team up to offer consumer experiences and co-branded products.

“The idea for Hydro Flask was born on a beach in Hawaii, and we’re excited to partner with an organization that aligns with these roots,” said Hydro Flask General Manager Scott Allan. “We look forward to combining our efforts with the WSL on our mission to save the world from lukewarm.”

The partnership will officially kick off on April 29, 2017 at the 17th annual Big Wave Awards gala. Held in Huntington Beach, CA, the awards ceremony will celebrate the greatest rides of 2016 and honor icons from the big wave community. The event will be broadcast live on WorldSurfLeague.com and Facebook.com/WSL.

“We are excited to team up with Hydro Flask and share with our athletes and fans their incredible products,” said Beth Greve, WSL chief commercial officer. “Hydro Flask is synonymous with enjoyment and celebration of the outdoors, a healthy lifestyle and high-performance which makes this partnership such a terrific fit. We look forward to working together to celebrate Hydro Flask’s innovative products along with the world’s best surfers on the world’s best waves.”

“I’m a long-time fan of Hydro Flask and I’m super excited that all of my friends and peers will get to know more about the brand through this partnership,” said professional surfer and Hydro Flask influencer Lakey Peterson. “No matter what warm climates I travel to, I know my water will be cold even if it sits in the hot sun all day long.”

Photo by Zak Noyle courtesy World Surf League