Gabriel Medina Ditches Surf Labels for Brazilian Activewear Powerhouse

In a new post, Medina has announced his partnership with LIVE! – a Brazilian activewear brand with a curious similarity to other giants in the space like Vuori, Lululemon, and so on. Along with the announcement, and Gabby sporting the gear, he said:

“It is an immense source of pride to stand alongside a benchmark Brazilian brand—one of exceptional quality, with a purpose that truly resonates.”

Here’s a little more on the brand and their mission statement:

“We’re a sustainable Brazilian activewear brand that designs, creates, manufactures and sells supreme quality activewear and beachwear products.

“Since 2002, we’ve continuously perfected our processes. In that time, we have acquired extensive expertise in product development, design, technology and market presence.”

The new partnership, however, appears to be somewhat casual. He’s not sporting the LIVE! Brand logo on the beak of his board – at least not yet. It appears that Medina has been playing the field, a bit, in terms of sponsorships, partnerships, and brand collabs.

At the end of last year, the Brazilian champion split with longtime sponsor Rip Curl. In his announcement of the departure, Medina said:

“It’s been 17 years of a partnership that changed my life. Rip Curl believed in me when everything was still just a dream — and together, we achieved 3 world titles, countless trips, lessons, and moments I’ll carry with me forever.”

Since then, he’s partnered with non-surfing brands ranging across the spectrum – from an ice cream company, to an underwear and lingerie manufacturer.

Will he land an official, long-term deal with a major brand eventually? Stay tuned.