Three-time world surf champion Gabriel Medina sparked retirement fears online — then revealed he was only saying goodbye to his old underwear. Here’s the story.
The story that broke the internet
Last Thursday (19), Gabriel Medina posted a cryptic story hinting at the end of an important chapter in his life. Surf fans and sports outlets immediately feared the worst: could Brazil’s greatest surfer be announcing his retirement from competition?
The panic didn’t last long. Within hours, the three-time world champion cleared the air with a laugh — and a punchline.
The tongue-in-cheek reveal
“I did close an important chapter — I just retired my old underwear. Surfing will always be my foundation, my essence. I know I still have a lot to achieve before I even think about retiring.” — Gabriel Medina
The line went viral instantly. Medina‘s relaxed humor is a core part of his public persona, and he used the moment to pivot into a major brand announcement.
A new chapter with HOPE
The stunt was designed to launch Medina’s role as the new brand ambassador for HOPE, a leading Brazilian intimate apparel brand. The suspense-driven campaign dramatically expanded the announcement’s reach — a calculated move that paid off.
“Being a HOPE ambassador connects deeply with this new phase of my life. I saw an immediate fit with the brand and everything I believe in: confidence, attitude, and feeling comfortable to face any challenge, in and out of the water.” — Gabriel Medina
HOPE is renowned for bold, high-impact campaigns in Brazil. Signing Medina signals the brand’s ambition to reach audiences well beyond fashion, tapping into the athlete’s massive cultural footprint both domestically and internationally.
Photo: Disclosure / HOPE
Gostou do nosso conteúdo?
Seu apoio faz toda a diferença para continuarmos produzindo material de qualidade! Se você apreciou o post, deixe seu comentário, compartilhe com seus amigos. Sua ajuda é fundamental para que possamos seguir em frente! 😊