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Thursday, December 13, 2012
Bruce's next move

By Jake Howard

Bruce Irons
This air landed Bruce Irons on the cover of Surfer magazine in 2000, and stands as one of the most iconic images of his career.

Since 1991, when Bruce Irons but a 13-year-old sand flea on Kauai, he's had the iconic Volcom Stone emblazoned on the nose of his board. For 20 years he's been the face of the brand, which started as a garage funk factory and has grown to be a multi-million dollar, publicly traded entity.

But change is inevitable, and announced this week, Irons has parted ways with his longtime sponsor and signed a new deal with Fox Racing.

"I have been friends with Pete Fox for many years and have always been a fan of Fox," said Irons in a statement released to the press. "It is unreal to be part of such a diverse team of world class athletes. I am excited about a fresh start and big things to come."

Irons will join big-wave hellman Ian Walsh and world tour gladiator Bede Durbidge on the burgeoning team.

"I could not be happier to have Bruce join the Fox family," stated Global Vice President of Marketing, Enich Harris, who was formerly of Billabong and helped manage Irons' brother, three-time world champion Andy Irons, before his passing in 2010.  

"He is one of the most naturally gifted and exciting surfers in the world and does everything with style and flair," continued Harrie. "It's Bruce's raw edge that fits Fox perfectly. This is part of our broad and long term plan for Fox surf."

In 2001 Irons won the Pipeline Masters, cementing a legacy that he would build over the next decade. In 2004 he qualified for the ASP World Tour, and while he was never a world title contender like his brother, his performances were explosive when he was inspired, as evident by his 2008 win of the Rip Curl Search in Indonesia. In 2004 he won the Quiksilver Big Wave Invitational in Memory of Eddie Aikau at Waimea Bay. Irons' also appeared in Volcom's video releases "Computer Body," "Magna Plasm" and "The Bruce Movie." The consummate free surfer, since leaving the tour behind he's logged memorable sessions at Teahupoo, Cloudbreak and Mainland Mexico. When he's in the water and in the right head space, he continues to be a force in surfing.