LAGUNA NIGUEL, Calif. (July 23, 2014) – The Surf Industry Manufacturers Association (SIMA) saw more than 100 attendees at the SIMA Boot Camp P.M. held Tuesday at the Fox Headquarters. The event featured a presentation from riCardo crespo, Chief Creative Officer of th13teen, a creative-led brand advisory group. riCardo shared his creative methods for authentically bridging engagement between companies and their audience.

riCardo’s presentation uniquely focused on the individual and what each attendee’s personal brand and purpose can give back to their company. He began by defining the word “Ubuntu,” a South African term meaning “I am because we are” and continually challenged the attendees to think outside the norm by making insightful points such as, “Saying we are as strong as our weakest link implies that there will be a weak link in your company.”

riCardo crespo is prominent in the design and branding industries as a provocative and creative mind, with previous positions held at 20th Century Fox, Mattel Inc., McCann Erickson and Saatchi & Saatchi. He has continually influenced high-profile brands through integrated strategic plans and one-voice designed communication. SIMA Boot Camp P.M. attendees were able to hear his stories and thoughts behind these plans first hand.

riCardo challenged the industry to strive not to be the best, but to always be better; to be progressive rather than stagnant. He invited audience participation through continually asking thought-provoking questions like “Does your work need you or do you need your work?” and “What do you do that brings everyone together, what is your purpose?” “Can you introduce yourself in seven words or less?”

Ultimately, crespo motivated the attendees to be unpredictable in the way they run their company: to be authentic. Crespo told the audience, “Authenticity is never having to say you’re sorry.” He went on to encourage the attendees that if they are staying true to who they are, there should never be a reason to apologize.

The event was held at the Fox Headquarters and offered a relaxed atmosphere that encouraged attendees to network with fellow surf industry employees and enjoy complementary food before the educational presentation, and allowed for a question and answer time with riCardo crespo after his presentation. SIMA would like to thank the 2014 SIMA Boot Camp sponsors for making the event possible: Moss Adams for sponsoring the SIMA Boot Camp workbook; Procopio for sponsoring the food and networking time; Transworld Business for being the official media sponsor; and Purple Corduroy and Golden Road Brewing for donating the evening’s beverages.

About SIMA Boot Camps

In its seventh year, SIMA Boot Camps are educational and intimate seminars that aim to provide valuable business tips and tools to help SIMA member companies improve a variety of daily business operations. The Boot Camp seminar topics change from Boot Camp to Boot Camp with the goal of reaching a variety of employees and departments within SIMA member companies. While all levels of employees are welcome, the 2014 SIMA Boot Camp curriculum has been specifically designed with the continued professional development of mid-level managers in mind. Additional Boot Camps for 2014 will be announced in the coming weeks. Visit for more information and registration materials as they become available.

About SIMA

The Surf Industry Manufacturers Association (SIMA) is the official working trade association of more than 300 surf industry suppliers. Founded in 1989, SIMA is a non-profit organization that serves to promote awareness of the surf industry and participation in the sport of surfing through public relations efforts and a variety of services, educational programs and research. In addition, SIMA actively supports oceanic environmental efforts through its 501(c)(3) charitable environmental foundation, the SIMA Environmental Fund. In the past 24 years, SIMA’s Environmental Fund has raised more than $6.5 million for environmental groups seeking to protect the world’s oceans, beaches and waves. The SIMA Humanitarian Fund, also a 501(c)(3) charitable foundation, was established in to award grants to various surf or boardsport related social and humanitarian non-profit organizations whose efforts are focused on improving the quality of life, health and/or welfare of people. Since 2004 the SIMA Humanitarian Fund has raised and donated more than $1.6 million to surf-related non-profit organizations. For more information regarding SIMA, please visit
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