Nic Von Rupp believes he has surfed his biggest wave ever. But could he have broken the Guinness World Record?
The race for the perfect number is on, and the HBO documentary "100 Foot Wave" only sent fuel to the fire.
Has anyone ever ridden a wave measuring 100 feet (30.48 meters) from trough to crest? Possibly. If not, will anyone ever do it? Definitely.
The quest for the ultimate XXL surfing wave is similar to the conquest of Mount Everest.
It took 30 years for humans to reach the summit of the world's highest mountain (29,031.7 feet or 8,849 meters).
On 29 May 1953, Sir Edmund Percival Hillary and Tenzing Norgay became the first climbers to conquer the Everest peak.
Why are Multinational Brands in Big-Wave Surfing
Big-wave surfing is increasingly becoming an industry within the main classic industry, sometimes shadowed by excessive financial interests.
Extreme surfers are now backed by multinational brands eager to capitalize on their attempts to break Guinness World Records.
What is the rationale behind these partnerships?
Big-wave surfing is a visually spectacular and high-stakes sport that generates dramatic images and videos.
These moments often go viral on social media, offering companies massive exposure at a relatively low cost compared to traditional advertising on TV, radio, newspapers, and magazines.
Then, sponsoring record-breaking surfers allows brands to associate themselves with values like fearlessness, perseverance, and pushing human limits.
These are characteristics that resonate strongly with adventure-loving consumers.
It is also not negligible that surfing has a dedicated and growing international fan base, including youth and adventure sports enthusiasts who are highly engaged with brands that support their lifestyle.
Suddenly, the stars of big-wave surfing act as brand ambassadors, promoting products (for example, sportswear, energy drinks, cars, cameras, or watches) both during record attempts and in their everyday social media presence.
It is obvious that breaking records creates compelling storytelling moments that brands can use in marketing campaigns, documentaries, or product launches.
Even Formula 1 enjoys being associated with surfing. Can you imagine that?
Lastly, Guinness World Record attempts often attract global media attention, and brands benefit from free publicity when their logos appear in news coverage and documentaries.
It's all about exposure.
Well, maybe, except in cases when some brands, such as tech companies or car manufacturers, use these extreme surfers to test and showcase cutting-edge equipment in the toughest conditions.
Mercedes, Red Bull, GoPro, BMW, Jeep, TAG Heuer, Monster Energy, Hublot, and Tudor are only some of the examples of multinationals closely involved with extreme surfers.
The Tudor and Nic Von Rupp Partnership
Nic von Rupp, 34, has made a name for himself as one of the most fearless and accomplished big-wave surfers of his generation.
In 2023, he solidified his status in the sport's history by riding some of the largest waves ever recorded at Nazaré's Praia do Norte in his native Portugal.
Born in 1990 to a German-American father and a Swiss mother, von Rupp was raised in Sintra, Portugal.
By the age of nine, he had already taken up surfing, quickly developing a talent that would see him rise through the ranks of junior competitions.
His early successes led to national and international titles, paving the way for his professional career in the Qualifying Series.
In 2013, his exceptional performance earned him the title of "European Surfer of the Year."
Despite his success in competitive surfing, von Rupp felt an irresistible pull toward the world's largest and most dangerous waves.
He became a dedicated big-wave chaser, traveling the globe to surf some of the most extreme swells.
In 2022, von Rupp partnered with Swiss watchmaker Tudor, a collaboration centered around precision and resilience - qualities essential both in watchmaking and big-wave surfing.
He immediately made an impact, winning Best Team Performance at the Nazaré Tow Surfing Challenge and securing top honors at The Perfect Chapter, an elite barrel-surfing competition where he achieved the highest possible score of 10 points.
Von Rupp also added multiple wins at the XXL Big Wave Awards to his growing list of accolades.
Nic's commitment to pushing the limits has earned him global recognition, including a prominent role in the second season of the series "100 Foot Wave."
The series provides an intimate look into the death-defying men and women of the town of Nazaré, with an emphasis on Garrett McNamara, showcasing the risks and triumphs that define big-wave surfing.
A World Record Powered by Storm Hermínia?
In the last days of January 2025, Nic von Rupp got out at Nazaré to get the most out of the swell powered by Storm Hermínia.
The Portuguese athlete was the first out on the water when conditions peaked, with four jet skis ready for any emergency rescue and two spotters up on the cliff standing on the Nazaré fort.
Determination paid off.
"The stoke levels were beyond the roof after riding the biggest lump of water of my life in one of the most challenging Nazaré ever," said Nic.
"It was big, stormy, messy, with some of the biggest waves I've ever seen out there. It's so dangerous when it's like this - got to make wise choices and not make stupid mistakes."
Von Rupp's several-day runs rewarded him with two potential Guinness World Record waves. At some point, his sponsor mentioned a figure: 98 feet.
Now, it's up to the World Surf League (WSL) to apply their wave height measurement method and decide whether the bar has been raised or not.
Words by Luís MP | Founder of SurferToday.com
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