You are looking at a very small sampling of data and trying to drive insights from it without really looking at the bigger picture of why surfing was trending so much in 2004 compared to today.

Unfortunately, Google Trends only allows you to go back to 2004, but if we look at the stock prices of the companies you mention, you will see that they more accurately reflect the prices of today's world, which we could also infer that searches today are also more reflective of the world before the bump of 2003–2005 and you are just pointing out the slow ride back to normal from those peaks.

All we have to do is look as the media industry to understand why both searches and stocks peaked during this time period.

The entertainment industry pushed out some massive movies such as Step Into Liquid, Riding Giants, Blue Crush, Lords of Dog Town from 2002–2005, which drove the mass hysteria around surfing and surfing culture.

After surfing became another entertainment trend and these types of cultural shifting movies stopped being made, you have surfing slowly coming down from its highs back to normal zones.

You also cannot compare surfing to football in terms of popularity and trends either.

Every child and grown up regardless of where they live has access to a $10 football to toss around with their friends.

Surfing, on the other hand, has a high cost of entry, $400 for a used board and even more for the accessories such as wetsuits or even rash guards. You also need to have access to water and waves, which the majority of the US nd global population doesn't have.

So from a cost of entry and an accessibility standpoint they are on two different sides of the spectrum without even talking about the cultural emphasis that can be summed up by the popularity of Monday night football and show like Friday Night Lights.

One popular surfing star is not going to shift our culture or even a couple of popular brands. Unless kids in the middle of the country can ride waves and experience first hand what it means to connect with nature in this capacity it will always be a second class citizen in the mass market sports world.