You are missing the point, it's not about wave pools in Italy etc , it' s about awareness. People watch this sport at the Olympics, think "wow! that looks cool "and then follow Pipeline and surf events or go on holiday to Surfing country's etc. This is where it will lead to more awareness of surf/skate culture and clothing and a desire to purchase Surf/Skate clothing etc.
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20.5¢ Sentiment: Buy Disclosure: Held