Birdwell, the heritage American beach brand known for its hand made boardshorts since 1961, announced its official sponsorship of longboard legend Joel Tudor, cementing a decades-long relationship between the San Diego-based surfer and Birdwell, which began when Tudor was 18 years old.

Birdwell sent numerous bespoke shorts to Tudor, now 48, early in his surfing days through Mitch’s Surf Shop in La Jolla, CA. Tudor competed worldwide in his “lucky” pair of Birdwell boardshorts, and worn Birdwell throughout his career.

“This partnership has been a long time in the making,” Tudor said. For years, I carried a lucky pair of [Birdwell] shorts on all my travels. I had [Birdwells] on when I won my first World Surf League title in 1998, [and] have worn them in countless grappling matches since. Now I get to rep the [Birdwell] label for the rest of my years in this fantastic life of surf!”

Birdwell will work with Tudor to develop a custom line of products, including his storied “lucky” shorts. As a Birdwell ambassador, Tudor will also develop surf and jiu-jitsu content, including long and short-form film projects, photo trips, and more.

Tudor adds cachet to Birdwell’s roster of surf ambassadors, including Kevin Skvarna, Arthur “Toots” Anchinges, Chris Christenson, and Robert “Wingnut” Weaver.

“Joel is a true icon and treasured in the culture of surfing,” said Eric Crane, CEO of Birdwell. “Working with him two decades ago at Op, I witnessed his incredible work ethic and brand impact. I’m proud to welcome Joel home to Birdwell and help bring his ideas to life.”

Image courtesy Birdwell