Jordy Smith was three years old when he first paddled out at New Pier Beach in Durban, South Africa. His father, Graham, built surfboards for a living, and was one of the country's most respected shapers. The ocean was the family business.
The kid made it count. At fifteen he was an ISA Under-16 World Champion. In 2006 he won the World Junior title. In 2007 he won the Qualifying Series. In 2008 he joined the Championship Tour and was named Rookie of the Year.
Then came the wins. Jeffreys Bay in 2010, and again in 2011, on home soil. Rio in 2013. Trestles in 2014 and 2016. Bells Beach in 2017. In 2010 he finished the season ranked second in the world, behind Kelly Slater.
What the highlight reel leaves out is the stretch in between. From 2011 through 2015, injuries to his ribs, knees, ankles and back kept him from finishing full seasons. In 2016 he put together his first injury-free year since 2010 and finished second in the world again.
Then came eight years without a win.
In 2025, at 37, he won the Surf City El Salvador Pro in April and the Margaret River Pro in May. He qualified for the Final 5 at Cloudbreak in Fiji and went in ranked second in the world. He finished the year third. Eight WSL wins. An Olympian. And most recently, inducted into the Surfer's Hall of Fame.
None of it happens if he doesn't Keep Showing Up.
Three words, passed down from his father. A simple phrase, and the one that has guided Jordy through the highs and lows of a career spent chasing greatness on the world stage. It isn't about one wave or one win. It's about the work, every day, no matter the conditions.
The inspiration for this hat is rooted in something far deeper than surfing. So we designed it with Jordy, to share the mindset behind it.
The structured Odysea carries his mantra on the side of the hat, built with our Cloud Visor Core and front Gel-Welded Logo.
Keep Showing Up.