Making Waves with Personal Watercraft

Personal watercraft (PWCs) are not on many property owners’ licensee lists. But those licensors that are active in the category are a surprisingly diverse group, encompassing luxury brands, athletes and musicians, fashion labels, and even entertainment IPs:

• This week, Bombadier Recreational Products’ Sea-Doo announced that it was partnering with the late Formula 1 driver Ayrton Senna’s Senna brand for a limited edition of 1,991 watercraft, honoring his third world title in 1991. The RXP-X Senna 350, the product of a one-year collaboration between the two partners, features Senna branding elements including his sigature, two inspirational quotes, a branded fabric cover, a license plate with the number 1991, and a color scheme that matches Senna’s original racing helmet. This is not the first collaboration for Sea-Doo. To name two examples: In 2021, it worked with streetwear label Supreme on a Supreme-branded, sticker-covered, luxury two-seater Sea-Doo Spark Trixx, and back in 2019 it paired with rapper and producer DJ Khaled, a famous Sea-Doo fan, for a custom tropical-themed Sea-Doo GTX Limited 300.  
• In January, Cayago AG introduced a luxury electric SeaBob model in collaboration with Automobili Lamborghini. The SeaBob is a personal watercraft that first debuted in 2023 and can speed both across the water and under it. The SeaBob SE63 — 1963 being the year of Lamborghini’s founding — has a sleek look inspired by Lamborghini’s current range of supercars. It is made of lightweight materials such as carbon fiber and titanium, has an extra torque mode, and comes in six colors, from green/bronze to orange. 
• Yamaha’s WaveRunner brand has leaned into fashion with its collaborations. In September 2025, it joined with California lifestyle label Madhappy to produce two special-edition WaveRunners featuring a custom all-over striped pattern, one in pale blue and the other in pink. And back in 2018, it partnered with L.A.-based designer John Elliott for a unisex streetwear capsule as well as a limited-edition glossy-red EX Deluxe WaveRunner with subtle John Elliot branding on the side.
• T3mp3st acquired the rights from Warner Bros. Discovery and Relevance International for a high-end personal watercraft, released in May 2024, based on the ultra-luxury Wayne Enterprises brand, a real-world spin-off of the Batman franchise. The Wayne Enterprises Maverick GT Stormy Knight by T3mp3st, a limited edition of 27, was described as an “electric exploration vehicle.” Manufactured from materials such as carbon fiber, stainless steel, and core foam epoxy, it could reach 85 miles per hour and run up to six hours on a single charge. It was larger than the average PWC, with room for four.  

Not all properties will be a good fit with PWCs. They are an expensive product in general, and many of these examples fall on the luxury end of the market, with some priced in the hundreds of thousands of dollars. However, as these examples show, many of the leading marketers in the PWC industry are open to collaborations, and to considering a wide range of licensed IPs.