Rolling Out

SCURL Wave Madness campaign champions Lui Padilla as newest wave god

No matter which hairstyle is trending for males, the one style that transcends every generation in the evolution of hair is waves — also known as 360s. Like Beyoncé said in her “Soldier” verse, “low-cut Caesars with the deep waves” have always been popular with men (and loved by women), and are a major bragging right in social settings. Whether it’s flexing during wave checks where they pull off their durags and give onlookers seasickness or friendly, yet aggressive verbal competition among friends and non-friends alike, the goal is to don the king of waves crown.

Luster’s SCurl partnered with rolling out to give one lucky male the ultimate bragging opportunity of a lifetime through its Wave Madness campaign. The campaign scoured the nation in search of a male game-changer rocking the best waves and pressed forward to find the most suitable candidates.

This national search resulted in a six-man tournament where the finalists battled daily on Instagram to accumulate the most votes before winning and advancing to the next round. Though many answered the call, only one could be chosen.

After a very tough competition, Lui Padilla, a 13-year-old barber and silk durag vendor, walked away as the winner of the Wave Madness competition. Along with priceless bragging rights, Padilla received a $500 grand prize, a feature in an SCurl 360 Style Wave Pomade advertisement in rolling out magazine, as well as a three-month supply of SCurl 360 Style Wave Pomade.

Congratulations to the new wave god, Lui Padilla. His wave checks will never be the same.

Also, major props to Luster’s SCurl and rolling out for spotlighting waves in their own unique way. After all, what are waves without Luster’s products, right?

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