From Bull Bay to the Big League: Jamaica's surf champion Beckford signs with Quiksilver

 The Jamaican phrase 'Little but tallawah' could not be more exemplified, even as the tiny island punched above its weight at the World Surfing Games in El Salvador last year.

Those proud moments might have faded, but the ripple effects are just beginning.

 In a landmark move for Caribbean surfing, Jamaica’s national champion Elishama Beckford has officially signed a global partnership with iconic surf brand Quiksilver.

Hailing from the rugged coastline of Bull Bay, Beckford is no stranger to paddling against the current. 

Growing up on an island known more for sprinting than surfing, his journey to the world stage has been one of raw dedication.

“Growing up surfing in Jamaica, I never imagined that one day I would be joining a brand with the history and influence of Quiksilver,” Beckford said. “This partnership means more than just sponsorship; it’s recognition of years of dedication, sacrifice, and belief in a dream.”

Beckford, who represented Jamaica at several World Surfing Games from California to El Salvador, has long been the standard-bearer for the island’s small but vibrant surf scene. 

But this deal is about more than just the current champion.

“I’m proud to carry the Jamaican flag wherever I go to compete and to show the world that our island has incredible surfing talent. My goal has always been bigger than personal success. I want to help build the future of surfing in Jamaica and create more opportunities for young surfers coming up. Having the support of a globally recognised brand is just more proof that Jamaica has a spark to add to the world of surfing.”

Quiksilver, which boasts a global roster of over 70 elite athletes across surfing, snowboarding, and skiing, including Championship Tour standouts Kanoa Igarashi (Japan), Griffin Colapinto (USA), Jackson Bunch, legendary snowboarder Travis Rice, and freestyle skier Sammy Carlson, sees Beckford as a unique cultural bridge.

Josh February, global general manager of Quiksilver, expressed the company’s enthusiasm for the signing.

“We are incredibly excited to welcome Shama to the Quiksilver family,” February said. “As one of Jamaica’s inspiring surf talents, he not only represents the next generation of athletes, but also brings the unique energy and spirit of the Caribbean to our global surfing community. What makes this partnership especially meaningful is our shared passion for the ocean, surf culture, and inspiring future generations of surfers around the world.”

The partnership will kick off with a highly anticipated cultural fusion. Beckford will serve as the face of the first-ever Quiksilver Bob Marley Collection, launching globally on June 17. The move signals a deep respect for Jamaican heritage, blending the rebellious soul of reggae with the adventurous spirit of surfing.

For the kid from Bull Bay who refused to stop dreaming, the world just got a lot bigger.

“Jamaica has a spark,” Beckford said. “And now, the world is about to see it.”