Based in South Africa on the westcoast, where it all happens in summer. Our team is dedicated to the sport and even more to the products we sell through our dealer network and online store in Africa. Find us on the beach and demo some Airush gear in some great conditions around the Cape.
airush as a brand
Our primary mantra has always been one of innovation; within every category we work relentlessly to bring something new to the market that solves a problem or creates a new opportunity.
Innovation is not only about engineering. It’s also about riding and imagining how people might want to ride in the future. It’s about creating art and product design that is as beautiful as it is functional. It’s about always delivering you a bit more than you expected (as we take pleasure in the details). It’s about making things more functional and more durable wherever we can and about finding new ways to share our love of the sport, creating stoke and having as much fun as possible whilst working to build the most innovative brand on the planet.
Our commitment to durability is evidenced in the innovations we’ve brought to market. We were the first company to offer a two-year breakage warranty on our twintips, we developed both the lightest and strongest surfboard on the market with our active construction, and we created the Dyneema Load Frame which has essentially doubled the lifespan on our kites. And our commitment to developing the most durable products on the market is ongoing...
The desire for this comes from a few places. Primarily we want to build premium products to give you the best riding experience, and we understand that when you invest in something good, you want it to last. Secondly, we believe the path to reducing our environmental impact is making everything last twice as long.
As a group of avid wind, wave and outdoor enthusiasts it is obvious that we cannot take so much pleasure from nature without contributing towards its survival.
We set out to continually reduce the harm we do as a company, to share what we have learnt, and to inspire others within our industry to do the same. We see this as another step in our journey to constantly being the most innovative company in kiteboarding and towards directing this innovation mindset beyond simply making incredible products.
Along with our sister company Starboard our objective is to become an extremely carbon positive company, whereby our actions ultimately contribute towards making wind and watersports companies some of the leading environmental industries in the world. We think of it as environmental innovation.