Imagine being handed a golden opportunity to reclaim your spot at the top of your sport, only to have it derailed by a global political decision. That’s exactly what happened to Julian Wilson, the renowned surfer who found himself at a crossroads between his championship dreams and the survival of his business. But here’s where it gets controversial: Was it Donald Trump’s tariff policies or Julian’s own priorities that truly foiled his comeback?
Last year, the World Surf League (WSL) offered Julian a wildcard entry into the Challenger Series, a chance to re-earn his place on the prestigious Championship Tour after stepping away in 2021. However, despite advocating for this opportunity, Julian was notably absent from three of the first five events. This raised eyebrows, especially after his impressive second-place finish as a wildcard at the Gold Coast CT event, proving he still had what it takes to compete with the world’s best.
So, what went wrong? Julian points the finger at former President Donald Trump’s global tariff policies. These tariffs, implemented during Trump’s tenure, put Julian’s clothing brand, Rivvia Projects, headquartered in Long Beach, California, in a precarious position. With production based outside the U.S., the tariffs made operating in the American market unsustainable. Julian was forced to make a heart-wrenching decision: pursue his surfing comeback or save his business. He chose the latter, describing the global business landscape shift as “diabolical” for his company.
And this is the part most people miss: Julian didn’t just step away from competition; he relocated Rivvia’s headquarters from California to Australia to avoid the tariffs, taking a hands-on role in the business. This meant shifting focus from the U.S. market to Australia, Japan, and Europe, though he hopes to return to America when conditions improve. “I’ve basically been rescuing my business since the Gold Coast event,” Julian explained. “I had to decide to save my business and all the effort I put into it, or walk away from it to chase the dream of going back to the CT.”
It’s worth noting that Rivvia wasn’t the only surf-related business affected by Trump’s tariffs. FCS, another prominent brand, also paused U.S. operations around the same time. Julian acknowledges that the WSL might not be thrilled with his absence from Challenger events, but he remains committed to competing in the season finale in Newcastle.
Amid all this, Julian admits his surfing has taken a backseat. However, he’s not entirely stepping away from the sport. Rivvia is currently working on a film project in Australia, featuring team riders Matheus Herdy, Ryan Callinan, and Caden Francis, with Julian playing a prominent role. Additionally, he’s had preliminary talks with Surfing Australia about mentoring the next generation of surfers.
Here’s the burning question: Did Trump’s tariffs unfairly sabotage Julian’s comeback, or did he prioritize his business over his competitive career? Julian insists his shift toward business doesn’t mean full retirement from surfing. He plans to compete in trials in 2026 for another shot at the CT level. “I can’t have my cake and eat it too,” he said. “I had to choose.”
As Rivvia’s transition to Australia gains momentum, Julian reflects on his second-place finish at the Gold Coast last year as a career highlight. “It was the most satisfying competitive experience,” he shared. “Coming back after four years, with my three kids there, and having a run unlike anything I’d ever experienced—it was incredible.”
Whether Julian returns to the CT or continues to focus on his business and mentorship, one thing is clear: his journey is far from over. What do you think? Did Trump’s policies unfairly derail Julian’s comeback, or was his decision to prioritize Rivvia the right move? Let us know in the comments!
