After years of licensing its name to various products and companies around the world, O'Neill was buying back the rights to its name and relaunching its brand under one company.  Our recommendation and mission was to reclaim its primacy as a leader in board sports by going back to its roots - the inventor of the wetsuit, Jack O'Neill - and turning its heritage into a compelling and motivating mindset shared by modern enthusiasts.

To capture the hearts and heads of the consumer and align it with the heritage of the brand - we proposed First In, Last Out as the relaunch for a newly focused and committed O'Neill.