January 2010 celebrates the 10 year mark of ELECTRIC in the Action Sports Industry and kicks off the next decade with the signing of renowned surfer Dusty Payne. Dusty just celebrated his 21st birthday with a WCT qualification and also becomes the first surfer ever from Maui to qualify for the WCT. The hype has already started for Dusty to bring a new level of surfing to the tour.

Dusty has appearances in surf films like Modern Collective and Volcom’s BS!, where he was awarded “Performance of the Year” at the 2009 Surfer Poll Awards. He has three major magazine covers in 2009, the runner up to Joel Parkinson in the 2008 Hawaiian Triple Crown of Surfing, and the winner of the $50,000 Kustom Air Strike.

ELECTRIC met up with Dusty in his hometown over the recent holidays and this is what he had to say about the new signing, “I’m pretty sure Hoyo wasn’t about to take no for an answer once the talks started, so lucky for me I loved the product and the all the marketing. I have found my home here, and I’m psyched to be a part of the ELECTRIC family.”

With Dusty joining the ELECTRIC family our team strengthens to be one of the best in the world.  Matt Shadbolt aka “Shaddy,” ELECTRIC’s Surf Brand Manager, comments to the new signing, “Dusty has been one of those guys that I have been around and enjoyed watching from his grom days.  It does not surprise me one bit that Dusty has landed on the WCT with flying colors. Dusty’s mental toughness is ideal for our program and we are excited to buckle up and enjoy the ride!”

ELECTRIC’s Bruce Beach also comments on Dusty Payne, “Dusty is a perfect fit for ELECTRIC and we are excited to see him rocking the VOLT in the water and our sunglasses on the golf course.”

Congrats Dusty on qualifying for the WCT and welcome to the ELECTRIC family!

ELECTRIC is a premium sunglass, snow goggle, and accessories company that has been rocking since 2000. ELECTRIC is defined by its iconic volt logo and has deep roots in action sports, music and fashion. Surf legends Luke Egan, Matt Hoy, Dave Rastovich, and Ozzie Wright have been ELECTRIC since day one, as have snow legends Peter Line and Axel Pauporte. Bam Margera made ELECTRIC a house hold name on MTV and NASCAR’s youngest superstar Kyle “Rowdy” Busch is making history wearing ELECTRIC in victory lane.

Over the last decade ELECTRIC has produced some of the most unique and innovative designs in the sunglass market. ELECTRIC’s high voltage sunglass styles are team inspired and reflect the attitude and personalities of today’s youth culture.


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