“The Eddie” is not just a renowned surf competition; it embodies a rich tapestry of language, identity, culture, and tradition in Hawai’i. This study explores the linguistic dynamics of the globally broadcast, locally produced media coverage of the 2023 Eddie Aikau Big Wave Invitational surf competition, examining how language constructs and reflects a uniquely Hawaiian identity. Through analysis of the event broadcast and ethnographic data, we investigate the intersection of surfing language, local linguistic practices, and the cultural significance of “the Eddie” itself.

The media representation of Eddie Aikau - the late big wave surfer and local lifeguard after whom the event is named - repeatedly highlights Aikau's acts of heroism and significance in Hawaiian cultural rebirth. The frequent use of Hawaiian greetings, spiritual discussions surrounding Waimea (the event’s locale), and the reiteration of Aikau's legacy underscore the deep-rooted cultural relevance of the event. While “the Eddie” is an international event, regarded as the most prestigious competition in big wave surfing, the local commentators’ emphasis on Hawaiian heroes, from Aikau to other influential figures, further cements the event’s connection to Hawaiian history.

The interspersion of Hawai’i Creole and Hawaiian terms in commentary and advertisements fosters an inclusive, local identity, connecting the global event to its local roots. For instance, terms like ‘ohana (‘family’), mana (‘life force’) and ‘āina (‘land’) and the portrayal of local practices and familial ties, embed the event in its cultural and linguistic milieu, presenting it as more than just a surf competition. The study thus sheds light on how linguistic choices in media representations can foster, reflect and perpetuate cultural identity, transforming a sporting event into a significant cultural unifier.