Brett Ritter Named Reef Product Creation Director

Reef, the worldwide leader in surf inspired footwear, announces Brett Ritter as the Director of Product Creation. Ritter will oversee the product creation process from conception to final product and oversee the product line managers and designers.


Ritter comes to Reef with an impressive history that includes brand management and directing product for Freestyle USA and brand management and technical development for Teva. As an avid surfer and outdoorsmen, Ritter completes his skill set with his firsthand knowledge of the surf lifestyle.

“The main objective in my career is to work for a br and that is authentic and where the mission parallels my lifestyle,” stated Ritter. “I have to be impassioned by the product and the company mission…I have found this in Reef. I am thrilled to be the newest member of the Reef team.”

Bob Rief, CEO, stated, “We are delighted to bring Brett on board. With his experience and passion for our surf lifestyle, he is sure to bring our product creation department to a new level. With the addition of Brett we complete our director level positions and our mission to have an amazing staff of Reefers!”

Ritter joins the Reef team on May 28, 2002.