This Rack Holds: More Than Just Surfboards
At LISS, a surfboard rack is never just about storage. It’s about holding onto the stories, memories, and adventures that shape every surfer’s journey. Each scratch on your deck, every faded wax mark, and the grains of sand that cling stubbornly to the rail; they all speak to the life your board has lived. And when you place it on one of our racks, you’re doing more than protecting gear. You’re preserving a lifestyle.
The Meaning Behind the Campaign: This Rack Holds
Our new campaign, This Rack Holds, celebrates the emotional value of surfboards and the moments they carry with them. Sure, our racks are built to be functional; they protect your boards, declutter your space, and showcase your collection with intention. The Solo Rack is a great example, minimal, secure, and designed to fit beautifully into your home or surf shed. But beyond that, our racks hold something less visible and far more meaningful.
Your board might represent the first wave you ever caught. A solo trip up the coast. A summer of freedom. A season of growth. Or a friendship forged in saltwater and sun. That’s what This Rack Holds is all about: capturing those moments and giving them a place of honour. Racks like The Spirit Rack and The Sun Rack are designed not just to store your board, but to showcase the memories and meaning it holds.
Featuring Professional Surfer Rubiana Brownell
To bring this idea to life, we partnered with professional surfer and LISS ambassador Rubiana Brownell. In our launch video, Rubiana reflects on what her rack holds — not just the boards she’s ridden to victory, but also the memories of long road trips, quiet sunrise sessions, and defining moments in her life as a surfer.
Watch the video here:
https://youtube.com/shorts/nQYsk3_WqB8
What Does Your Rack Hold?
This campaign isn’t just about us. It’s about the entire surf community. We’re inviting you to share what your rack holds.
Is it your first ever board? A custom shape you saved up for? One that reminds you of home, or a surf trip you’ll never forget? We want to hear your story.
Tag us on Instagram using #ThisRackHolds and let us in on what your surfboard means to you. We’ll be featuring some of our favourite posts and celebrating the stories that make every surfer’s journey unique.
Because at LISS, It’s Never Just About the Board
Our racks are designed with purpose — to hold your board securely, yes, but also to honor what that board represents. They’re crafted not just to store equipment, but to safeguard memories. To respect your passion. To give your surf lifestyle the space it deserves.
This is more than gear storage. It’s a tribute to the soul of surfing. So go ahead and browse our Board Racks Collection. Find the rack that holds your story. Because every surfboard has one. And at LISS, we’re here to help you hold on to it.