It’s the ultimate call to courage in surfing culture. The phrase was born during the 1978 World Surfing Championships at Sunset Beach when conditions were massive and dangerous. Competitors were hesitant, but everyone knew Eddie would have already been out there. It transcends surfing now, meaning to step up when things get gnarly, to face fear with commitment, and to always have your crew’s back. It’s a mindset of pure, unwavering commitment to the challenge, no matter how heavy it gets.