From “Da Haole Guy” to Genius

If you’re looking for an example of a successful re-branding, look no further than Jim “The Genius” Phillips.

Today, Phillips’ boards cost a pretty penny. A 9′6″ balsa pig on his website is for sale at $3,500. When your nickname is “The Genius”, your products tend not to find their way into the bargain bin.

Apparently, though, Phillips once went by a much more humble name. An old Jim Phillips board can be found on Craigslist in Jacksonville, Florida. There’s no mention of “The Genius” here – instead, the logo on the board reads “Da Haole Guy”, which Phillips must have used earlier in his career. The board here is a conventional shortboard thruster, which is a bit unusual given that Phillips mostly shapes longboards nowadays. In addition, Phillips seems to use a lot less neon these days, but then again, you could say that about every surfboard shaper who made boards during the 80s.

It’s not cheap – the seller is asking for $450 – but as we say around these parts, it’s always free to look. Check out the board here if you’re keen.

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  1. Claude O Jones III says:

    I bought a BZ surf shop 9′-6 I loved it!