O’Neill has launched a new marketing campaign with the title “First Name in the Water.” The campaign consists of cinematographic shots of different corners of the world, featuring O’Neill’s top athletes. Riley Blakeway, a renowned filmmaker, and Deke Angel, O’Neill’s art director, used classic imagery and video from the brand archive and projected the footage against world-famous landmarks throughout Santa Cruz County, the brand’s birthplace. Jack O’Neill, who passed away in 2017 at the age of 95, opened the world’s first surf shop in 1952 in a garage off the Great Highway in San Francisco. He created the first neoprene wetsuit and moved his shop to Santa Cruz in 1959, where he founded O’Neill.