O ’ n e I L L B R a n D D n a

International Headquarters:

O ’Nei l l , Inc.1071 41st AvenueP.O. Box 6300Santa Cruz, CA 95063-6300

p 1 .831.475.7500f 1.831.475.0386

www.onei l l .com

DNA IS THE BLUEPRINT FOR WHO WE ARE AND WHO WE

WILL BECOME. EVERY BRAND HAS A DNA, THE ESSENCE OF

THEIR IDENTITY. IN THE FOLLOWING PAGES WE DESCRIBE

THE O’NEILL DNA IN DETAIL, OUTLINING OUR CORE

VALUES AND FOUNDING PRINCIPLES. BY USING THIS

MANUAL TO GUIDE ALL DECISIONS AS A BRAND WE

COMMUNICATE WHO WE ARE AND WHAT WE STAND FOR IN

A CLEAR, FOCUSED MANNER. WE STAY TRUE TO OUR ROOTS.

J A C K O ’ N E I L L

C H A I R M A N O F T H E B O A R D

OUR BRAND MISSION:

INSPIRE THE SURFER’S

EVOLUTION

Our company was founded in a moment of fate and destiny. An inspirational

moment when a young surfer named Jack O’Neill, a scrap of rubber and

necessity collided in a Northern California army surplus store. That first

wetsuit encouraged countless numbers to take to the waves and exported

surfing to the coldwater breaks the world over. Out of Jack’s personal

evolution as a surfer, a subculture was transformed.

We understand the drive to progress. The hunger to be better. The need to

erase that thin line between what can and can’t be done. The moment you

exceed yourself.

We take our founding principle as our mantra. We are a source of

inspiration for the enthusiast; our products are the tools of self-

empowerment. O’Neill’s priority is to motivate and celebrate the process of

personal evolution. It is our driving philosophy. It is the O’Neill DNA.

O’NEILLMOTIVATES

AND INSPIRESTHE SURFING

SPIRIT INALL OF US ANDDARES US TO

DREAM.

4o ’ n e I L L ’ S B R a n D D N A

MOTIVATE THE ENTHUSIAST’SEVOLUTION IN THEIR LIFESTYLE

AND SPORT.

We realize that to progress takes desire and commitment, but starts with

the spark of inspiration. This spark comes from imagination and

enthusiasm. By being a leader, we provide an example, an expectation of

excellence.

We are confident in the enthusiast’s desire to progress, and this confidence

in turn motivates us. Our energy and passion is reflected in our product and

outlook. This attitude is contagious. O’Neill as a brand is a beacon to be a

better surfer both in and out of the water.

I N S P I R E

6o ’ n e I L L ’ S B R a n D D N A

ALL ENTHUSIASTS ARE BOUND TOGETHER BY THE SAME SPIRIT.

The surfer is driven by the love of the sport. In this, all surfers,

snowboarders, wakeboarders, waterskiers, windsurfers and divers share a

common bond. The pursuit of sport transcends age, sex and language.

For a surfer a perfect six-foot barrel elicits pure stoke that needs no

translation, invites no interpretation, and is universal.

We understand this spirit because we ourselves are surfers. Since we

understand the drive and the bond, our voice is authentic and

authoritative. All of our products are designed and tested by people who

love and know the sport. It’s the surfer’s spirit that makes the O’Neill brand

resonate. These are our roots.

T H E S U R F E R

8o ’ n e I L L ’ S B R a n D D N A

CREATE PRODUCTS THAT ENABLETHE SURFER TO GROW IN HIS OR

HER SPORT AND LIFESTYLE.

Evolution starts on the inside. Evolution is only aided by those things that

have true benefits. Evolution is a constant journey that in itself is the

destination. O’Neill products are designed and made to enable the surfer to

pursue his or her personal evolution every step of the way.

We do this by searching relentlessly for new technologies, new materials

and new ideas. By being participants ourselves and keeping in touch with

the sport’s progression and trends. By being attentive to the surfer’s needs

and desires. By joining the enthusiast on the path itself.

E V O L U T I O N

10o ’ n e I L L ’ S B R a n D D N A

BRAND TOUCHSTONES

MAVERICK IN TOUCHYOUTHFUL

INNOVATIVESOLID

When we execute against these touchstones through product, promotion,

distribution and corporate development decisions, we position ourselves in

the mind of the customer as the most respected and desired surf brand in

the world. And it will be true.

BE DIFFERENTSTAY FRESH

THINK YOUNGKEEP IT REALBE A LEADER

12o ’ n e I L L ’ S B R a n D D N A

M A V E R I C K

INSPIRE AND SHARE OURINDEPENDENT SPIRIT AND

UNIQUE PERSONALITY.

LEAD BY EXAMPLE AND ENCOURAGE

THE PURSUIT OF PERSONAL GROWTH.

HOW WE DO IT:

Cut our own path without being influenced by trend or fad. Have a vision,

commit to it and pursue it single-mindedly. Be active in our destiny.

Be vocal and visible. Be independent in thought and action.

THE PLACE WE OWN IN THE CUSTOMERS MIND:

O’Neill knows who they are and where they want to go. O’Neill understands

my desire to be different. O’Neill is confident, and inspires my confidence.

O’Neill products are for the individual who thinks for him or herself.

14o ’ n e I L L ’ S B R a n D D N A

BE THE BRAND OF CHOICE FORINDIVIDUALS COMMITTED TO THE

SURFING SPIRIT.

WE HAVE A DEEP UNDERSTANDING

OF OUR CUSTOMERS WANTS AND NEEDS.

HOW WE DO IT:

Stay connected with our customers and dealers through partnerships and

immersion. Participate in the environment. Speak the language. Live the

life. Be our customer.

THE PLACE WE OWN IN THE CUSTOMERS MIND:

O’Neill is responsive to my needs. O’Neill is informed. O’Neill is in touch.

I N T O U C H

16o ’ n e I L L ’ S B R a n D D N A

BE ENERGETIC, IDEALISTIC AND ENTHUSIASTIC.

CONNECT WITH THE YOUNG AND YOUNG AT HEART.

HOW WE DO IT:

Be young in spirit. Be optimistic and flexible. Look to the future. Welcome

change. Think young.

THE PLACE WE OWN IN THE CUSTOMERS MIND:

O’Neill understands me. O’Neill respects the new. O’Neill is open-minded.

O’Neill is growing, and I can grow with them. O’Neill combines the wisdom

of fifty years with the energy of a kid. O’Neill is a youthful brand.

Y O U T H F U L

18o ’ n e I L L ’ S B R a n D D N A

I N N O V A T I V E

DELIVER TRULY FUNCTIONALPRODUCTS THAT EXCEED

CUSTOMER EXPECTATIONS.

WE CREATE REAL IMPROVEMENTS THAT BUILD

LOYALTY AND A LASTING REPUTATION.

HOW WE DO IT:

Deliver real improvements before the customer even knows they need

them. Explore new technologies and materials. Be creative in how we make

and present our products. Keep durability, performance and style as the

guiding principles behind all innovations. Our products must outperform

the competition and be cutting edge.

THE PLACE WE OWN IN THE CUSTOMERS MIND:

O’Neill respects and understands my needs. O’Neill understands my desire

to progress. O’Neill is innovative. O’Neill is cutting edge.

20o ’ n e I L L ’ S B R a n D D N A

S O L I D

PROVIDE REAL VALUE BASEDON EXPERIENCE AND WISDOM

WE LET OUR HERITAGE AND SUCCESS

REFLECT IN OUR PRODUCT AND PERSONALITY.

HOW WE DO IT:

Be authentic through true wisdom and true messages. Think in terms of

benefits to the customer. Use all of our resources. Adopt change that only

enhances. Be honest. Be consistent in word and action. Stick to the

founding pioneer spirit. Be real. Stay committed.

THE PLACE WE OWN IN THE CUSTOMERS MIND:

O’Neill makes great products because they have experience. O’Neill is

authentic. O’Neill is respected in the industry. O’Neill is solid. O’Neill leads.

22o ’ n e I L L ’ S B R a n D D N A