There’s a new member of the Sanuk family. The California shoe label, a division of Deckers Brands, has boosted the ranks of its athlete ambassadors with the addition of 18-year-old surfer Maddie Peterson.
Sanuk’s VP of global marketing, Ethan Anderson, said in a statement, “We have had our eye on Maddie for quite some time, and when the timing aligned, we naturally jumped at the opportunity. Our ambassadors are a close-knit group; we have no doubt that Maddie will bring amazing energy to the ambassador family. We’re stoked to have her in the mix.”
At a young age, Peterson earned a spot as a regular on the U.S. Surf Team, is an NSSA National Champ and an ISA World Junior Medalist. She also has a heart for giving, serving as an ambassador for the Children’s Hospital of Philadelphia and hosting an annual surf camp for the organization.
But the path to success hasn’t always been easy for Peterson. While she spends a fair amount of time training in Orange County, Peterson is a native of New Jersey and faced some difficulties there as a youngster. In a video posted by Sanuk on YouTube, she recalled, “Anywhere on the East Coast is definitely a challenge with growing up as a surfer. I was probably the only girl surfer out in the lineup at times.”
However, Peterson said she’s excited to join the Sanuk team and be part of a brand that she sees as colorful and happy. “That’s pretty much all that I’m about — making somebody’s day brighter,” Peterson said.
And the young athlete will be in good company. Sanuk has been working to grow its roster of brand ambassadors and most recently added Aussie surfer Ozzie Wright, who joined in August. Other team members include surfers Andrew Gesler, Albee Layer, Cori Barnick and Lauren Hill.
The ambassadors are utilized to create engaging content for Sanuk’s social media and marketing initiatives, and also have been known to make appearances at various sponsorship and press events throughout the year.