Two-time world champion Tom Carroll was injured today while surfing huge 25-foot waves at Waimea Bay on Oahu's North Shore. Carroll was one of many surfers braving the rapidly rising surf there as many were preparing to do battle in today's Quiksilver in Memory of Eddie Aikau, the world's most prestigious big-wave surfing competition.

Carroll snapped his tibia when a huge wave caught him from behind and drove him straight through his board. He remained in good spirits as he was wheeled up the beach and loaded onto an ambulance. So good, in fact, that he dutifully put his sponsor's garb on while being hounded by the press.

As they say, all press is good press, and over here on the North Shore--the most photographed stretch of coast in the world--there's no less than 10 marketing managers per hundred humans. Pros simply can't be seen shirtless or without some sort of branding. Watch how Tommy sucks it up even while writhing in pain...then decide if he's about to laugh or cry...