Hyundai and Surfing Australia launch She’s Electric Leaderboard

She’s Electric is a grassroots women’s surfing leaderboard.




Innocean Australia

Innocean Australia has activated Hyundai’s partnership with Surfing Australia to launch ‘She’s Electric’, a platform giving women a pathway to the top by recognising and amplifying grassroots athletes on a national scale. Together, they are launching the very first grassroots women’s surfing leaderboard.

Leveraging LiveHeats performance data from Australian Boardriders Battles around the country, the national ranking unearths breakout talent across eight state rounds to give women a profile based only on performance. At the end of the season, the top five join Hyundai’s ‘Team Electric’, a sponsorship team to give female surfers the support and exposure they need to make it to the top.

Hyundai has also partnered with MurMur Mag, a new online female surf publication by pro surfers Tru and Jesse Starling, to produce the official ‘She’s Electric Pre and Post Show’ content series. Films on the site analyse the data and movements on the leaderboard and include interviews with some of the industry’s greats.

As the leaderboard updates, the live data informs all media and partnership touchpoints, promoting whoever is moving up the national ranks, including leaderboard round ups, top rider profiles, and the “Electric Moves” top five wrap-ups.

Hyundai and Surfing Australia are launching ‘She’s Electric’, a platform to recognize and amplify female grassroots athletes on a national scale.

It will be the very first ABB national women’s surfing leaderboard leveraging LiveHeats data from Australian Boardriders Battles around the country. At the end of the season, the top five join Hyundai’s ‘Team Electric’, a sponsorship team to give female surfers support and exposure.

“On beaches and Boardrider clubs all around Australia there are women discovering or rekindling their love of surfing, yet many of these faces are yet to be discovered,” said Surfing Australia Head of Partnerships, Clarissa Pike.


She added that the She’s Electric Leaderboard is designed to unearth breakout female talent. “Tapping into our goal to support and supercharge the trend we’ve seen all over the country, particularly during covid, of women surfing, this platform will uncover the talented women that will inspire the next generation of girls to surf”.”



Hyundai Motor Company Australia Chief Operating Officer, John Kett added “At Hyundai we believe in driving Progress for Humanity and we couldn’t be prouder to partner with Surfing Australia to tackle the under-representation of female grassroots athletes. This transformative approach to sponsorship not only creates a fairer playing field but ignites the imagination of young female surfers – and the surf community – of what’s possible. Together, we’re paving the future of surfing, today. Imagine that!”


Copywriters: Laura Parker, Charlotte Berry
Art Director: Pamela Parrelli
CD: Damon Porter
ECD: Wesley Hawes
CEO: Jasmin Bedir
Account Managers: Chiara Marotta, Vincent Pled
Design Lead: Michael McGregor
Editor: David Anlezark
Producer: Gabe Hammond and Warrick Nicholson
Head of Production: Esme Fisher
Strategist: Charlotte Berry
GAD: Ian Hartley

Jennifer Gulliver, Director of Marketing
Ava Elvy, Social, Partnerships & Product Marketing Specialist

With thanks to:
Live Heats: Chris Friend
Shaper: Dylan Longbottom
Surfer and Hyundai Ambassador: Laura Enever
Murmur Magazine: Jesse and Tru Starling

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