In perfect Synergy: Inside the Black Project & Infinity SUP paddle collaboration

When Maui meets Cali, Synergy happens (pun intended). When two independent SUP innovators –  Black Project and Infinity SUP – come together with a shared vision to redefine performance paddles and develop an exclusive line, the SUP community can expect the highest-quality and purpose-built paddles for every scenario – powered by Black Project R&D, wrapped in unique Infinity’s style.

“I love the collaboration with Black Project and Infinity. It gives myself and our community of Speed Freaks the opportunity to have the best paddles on the market with our unique branding. We simplified things this year and kept the product the exact same as Black Project has it designed and only changed the graphics so there is no confusion and it’s a seamless transition for the team and our fan base to cross over,” said Dave Boehne of Infinity SUP. “There are no holes in the new Black Project range and it’s nice to know that no matter what type of paddling we get in to we have a paddle to match.”

TotalSUP caught up with Chris Freeman, Co-Founder of Black Project, to learn more about the Maui and California brands’ collaboration and the development journey behind some of the most hyped paddles on the market.

Photo by Si Crowther

It’s so cool when two independent brands with so much buzz around them come together to collaborate! What was the inspiration behind the collaboration between Infinity and Black Project? How did this partnership come about?

We’ve been friends for a long time, so working together just made sense. The initial conversation about a potential collaboration probably happened at Santa Cruz Paddle Fest, an event we both love and are excited to see returning in 2025 after a short break.

Both Black Project and Infinity are independent brands, and over the years, we’ve shared a lot of the same athletes. Naturally, we started thinking about ways to support each other—especially since bigger brands offer complete board and paddle packages. It made sense to establish a Black Project x Infinity team, bringing together our expertise in paddles and fins with their innovation in boards.

Once that idea took shape, the next step was a natural progression – developing Infinity-branded paddles built with Black Project innovation and production. This allows us to focus on what we do best -paddles and fins while Infinity concentrates on boards.

What started as one paddle has now grown into a full range of three paddles, each designed for a different style of paddling:

• Whiplash – Based on the Lava, an all-around performance paddle
• Quick Strike – Based on the Surge, designed for surf
• Infinity Synergy – Inspired by the Hydro SynergyX, bringing high-performance racing innovation to the Infinity line-up.

Building paddles for other like-minded brands is an important part of our business and something I personally really enjoy. We have a new brand collaboration launching soon and are actively working with others to make our technology available to a wider audience through such partnerships. It’s exciting to collaborate in a way that benefits paddlers, bringing together the best of both brands’ expertise.

How do the Black Project & Infinity visions and brand messages align?

Black Project and Infinity are both independent brands driven by a passion for performance, innovation, and progression in stand-up paddling. We share a common goal – helping paddlers get the best experience on the water.

A big part of this alignment comes from the fact that both Dave Boehne (Infinity) and I are passionate paddlers. We live and breathe this sport, and that passion translates directly into the products we create. Whether it’s designing the next generation of race paddles or shaping high-performance boards, we are always thinking about how to improve paddling for those who use our gear.

Dave Boehne at the 2024 USA SUP Racing National Championships

Both brands are rooted in high-level competition, working closely with elite athletes while ensuring that our technology and designs also benefit everyday paddlers. We are committed to pushing boundaries, challenging conventional designs, and creating products that stand out and truly make a difference.

Another key similarity is our focus on community and authenticity. We aren’t mass-market brands trying to appeal to everyone—we focus on dedicated stand-up paddlers and surfers who value performance and quality. Our customers care about what they use, and we take pride in delivering equipment that reflects that.

At the end of the day, both brands are about performance, progression, and passion for the sport—which is why this partnership works so well.

Collaboration between two industry leaders can sometimes be challenging. How did the design process work between Infinity and Black Project, and what were some of the key factors you focused on during development?

Working with Infinity is easy because we share a mutual respect for each other’s expertise. They trust my product design input and technical knowledge, and we fully respect their artistic direction and branding vision. This balance allows us to collaborate smoothly while focusing on what each brand does best.

During development, we discussed key factors such as streamlining the paddle line-up to best suit Infinity’s retail network, ensuring the range remained focused and accessible. At the same time, they pushed us to create paddles that reflect Infinity’s unique creative style, blending high-performance technology with their signature aesthetic.

In the past, Infinity paddles were similar to our own, but now they feature exactly the same construction and technology. For example, the new Whiplash paddle incorporates our latest FUSION adjustment system, bringing the same cutting-edge performance found in Black Project paddles to the Infinity line-up.

Ultimately, this collaboration works so well because we share the same passion for performance, innovation, and design, making the process both productive and enjoyable.

Could you share any behind-the-scenes stories from the social side? Did you guys SUP or surf together while working on these projects?

We mostly see each other at events, and I try to stop by the Infinity shop whenever I’m passing through or near Dana Point. It would definitely be great to arrange some surf sessions, and with the Santa Cruz event coming up in April, that will be a perfect opportunity to spend some time with the whole Infinity crew.

The reality is that both of us are extremely hands-on with our businesses, which takes up most of our time. As much as we’d love to get out for a surf together more often, it’s not really a luxury either of us have right now outside of events.

Black Project x Infinity Synergy Paddle

Whiplash, Infinity Synergy, and Quick Strike– from the pro-level race blade (Synergy) to the all-around, all-water design (Whiplash) and surf focused Quick Strike – were these developed specifically for Infinity, or do they share specifications with Black Project designs?

For the most part, these paddles are the same as Black Project paddles, with only slight variations in options or SKUs to align with Infinity’s line-up. When you buy an Infinity paddle, you’re getting the full Black Project experience – high-performance design, advanced materials, and the same proven construction that our paddles are known for.

Looking ahead, do you see more collaborative projects between Infinity and Black Project in the future? If so, what can we expect next from this partnership?

Absolutely. This year, we’ve taken the collaboration a step further by creating the fully branded Infinity team, bringing together athletes from both brands to create a fully cohesive image. Dave has brought in some of his top riders, while some Black Project athletes have moved over to Infinity paddles, strengthening the partnership. Keep an eye out for Campbell Carter, Mélanie Lafenêtre, Sebastian Gomez, Will Keetley, and more as part of this exciting new movement.

Looking ahead, I’d love to expand the collaboration into surf and race fins for Infinity— and who knows, maybe even custom Black Project x Infinity race and surf boards one day. For now, we’re focused on sharing knowledge, supporting each other’s teams, collaborating on product development, and working together on event logistics.

At the core, this partnership isn’t about chasing profits—it’s about fun, innovation, and a shared passion for the sport and the business. It’s about creating magic and synergies that push both brands forward.

Arthur Arutkin using the new Infinity Synergy paddle

To learn more about Black Project visit blackprojectsup.com

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Follow Chris Freeman on Instagram and revisit our Black Project Founder story